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Commercial Excellence for Life Sciences: World Class Assessment Tool

Posted by on June 6, 2012

Have you done everything you can around creative pricing, value pricing, and hiring the best talent you can find—and yet you’re still looking for that competitive edge?

Commerical Excellence Sales and MarketingDid you know that CGWA has been researching commercial sales and marketing best practices in the biotech, healthcare, medical device, and pharmaceutical industries for over 20 years? Through our extensive work with top life sciences companies around the world, we have formulated our unrivaled World Class Assessment Tool (WCAT), developed in response to requests from those clients to define commercial excellence in the field.

How did it all start? In the early 1990s, one of our clients—the CEO of an industry-leading medical device company—issued this challenge to CGWA: “We have 600 people representing our company worldwide, and only about 25 know how to go to market with our products corrrectly. Your mission, CGWA, is to find out what those 25 do so well and then train the other 600 people in our organization.”

That was the beginning of a 4-year research and customized training program in which we:

  • Traveled the world conducting in-depth interviews and 1-2 day field visits with those top 25 reps and many others within the company, in cardiovascular, neurovascular, peripheral vascular, endovascular, etc.
  • Created our original WCAT based on that research
  • Designed a custom training program that included every sales and marketing rep and leader in the company, getting everyone on the same page and using the same best practices
  • Through the use of these methods and tools, we helped our client achieve significant and measurable commercial success

Since then, CGWA has continued to continued with that reserch, gathering fresh, relevant data from all branches of the life sciences industry. Companies like American Medical Systems, Boston Scientific, Cardinal Health, Cortes, Covidien, Edwards Lifesciences, Kinetic Concepts, Stryker, and many more. We now have input from more than 1,000 biotech, healthcare, medical device, and pharmaceutical leaders.

We are currently working with a leading medical device company, in the process of deploying the WCAT and implementing World Class Commercial Excellence processes for over 40,000 employees in 59 countries.

If you believe that best practices and commercial excellence gives companies a competitive edge, CGWA has the model and assessment tools to determine where your company stands in relation to those proven best practices. How will you know if your sales and marketing teams are well-aligned…or if they’re ready for a change?

Greg Wright founded CGWA in 1977 on the principle that customized, skill-based training provides the best learning experience for employees, as it incorporates a company’s culture, business trends, and “real life” situations into the structure of the training.


Stuck in the Gap? Lead Your Sales Team to Greatness!

Posted by on April 11, 2012

Sales TeamAre you stuck in the gap between truly great sales and the reality that your sales and leadership team is struggling?

Most of the data on sales success and sales best practices in the field inevitably leads to the conclusion that your sales force is only as strong as the sales leadership they get. Any lasting change has to start with the Vice President and roll like a wave all the way through the often-overlooked Regional/District Managers.

Not sure your team needs outside help? Some indicators that your sales leadership may need some intensive work on alignment and performance enhancement are:

  1. You have a high number of Region Managers that are recent field promotions, i.e. very successful sales reps that you have promoted to Region Manager positions.
  2. You have a high level of turnover at the Region/District Manager level.
  3. You get very good results on a certain set of products from one region and completely different results from another region (inconsistent execution on your product portfolio).
  4. You have too many Territory Managers/Sales Reps that underperform to their sales plan and are not engaged in an aggressive developmental plan to correct the issue.

You need a proven process for sales leadership development that will help your organization achieve better numbers on the following metrics:

  1. Percent achievement of sales plan
  2. Full product portfolio sales execution
  3. Number of conversions during product launches
  4. Reduced undesired sales rep turnover

At CGWA, the journey from mediocre to great looks something like this:

  • We do a very careful analysis of the current state of your sales leadership performance
  • We ask you to define your vision for what great would look like for your business
  • We customize a solution and get it to the sales leadership team as quickly as possible, up to the standard of performance and execution that you would like to see

Our research indicates that a lot of our potential clients are spending literally hundreds of thousands of dollars training their sales force as a whole, but spending very little to train their Region Managers, which is a sadly misdirected allocation of funds. Repeated studies into how organizations invest in sales execution lead us to this conclusion: The most important investment you can make is to ensure that your sales leadership is aligned, motivated, and focused on the right best practices and disciplines to drive successful sales to your business.

Greg Wright founded CGWA in 1977 on the principle that customized, skill-based training provides the best learning experience for employees, as it incorporates a company’s culture, business trends, and “real life” situations into the structure of the training.


CGWA Market Research & Analytics: Get the Real 411!

Posted by on February 23, 2012

We’ve talked a lot about our business experience and unique methodology, from initial consultation through customized training. At CGWA, we believe that the right education experience and tools can close almost any performance gap. Maybe you’re fortunate enough to know the issues your organization faces and have an idea of the steps needed to get you on the right path. But what if you aren’t sure where the real problems lie? Are your customers making baffling movespushing you further away—and you don’t know why? Do you get emphatic agreement from employees on internal initiatives, then nothing actually happens?

Market ResearchIt makes perfect sense to commission a research study to gather pertinent data and feedback. But how do you avoid the confusing web of quantitative data that results? You need to identify the fundamental issues and concerns of your customer and employee base. In other words, you must decode what your customers (potential and existing) and employees are really thinking, and why they’re making the choices they’re making. To do that, you need quality information, not just mountains of statistics.

Our CGWA Research Team is here to help! Want to find out what really motivates your customers and employees? Are you determined to climb the customer relationship ladder from mere vendor to trusted partner? We have proven time and again our ability to uncover the real story. With nearly 100 years of combined experience, our interviewers are highly skilled at getting people to talk—honestly and specifically—about what’s working, what isn’t, and what it would take to make a breakthrough.

Let’s be honest: Market research data is expensive to obtain. When you decide to make the investment, you need more than perfunctory, simplistic “yes” or “no” answers and cold statistics. Yes, it’s good to have quantitative data, but let’s not forget the importance of in-depth qualitative data to really flesh out what the need is.

We are pleased to announce the launch of our new Market Research and Analytics page on CGWA.com. Pay us a visit to find out more! Just considering a research project can be a bit overwhelming, so we’d like to help you get started. For a limited time, we’re offering our expertise absolutely free. Take advantage of this special, no obligation offer today!