Job Description

Role Purpose

The Sales Force Effectiveness (SFE) Manager is responsible for designing, governing, and continuously improving the sales execution system.

The role ensures that the sales force is appropriately structured, fairly targeted, correctly incentivized, and consistently monitored to deliver predictable and sustainable business results. It is expected that the SFE manager travels for field work for at least 2 days a month.

Key Responsibilities

SFE Strategy

Business Partnership:

Act as a thought partner to sales leadership
Partner with commercial functions to identify gaps and implement plans to close sales (primary, secondary, IQVIA & SMSRC KPIs) and execution gaps (coverage, conversion, call quality, manager working)
Drive and run monthly sales review meetings and support with data points across all lead and lag indicators and corresponding insights
Prepare leadership-ready updates and decision materials for governance forums and senior stakeholders
Drive cross-functional alignment on projects and recommendations across Commercial, Finance, HR, Compliance, and other support functions

Business Projects:

Drive transformation projects across business, technology, analytics such as sales and CRM system enhancements, process automation
Support with SFE execution in sales growth projects such as margin optimization, sales acceleration programs, GTM projects

SFE Analytics

Work areas within SFE analytics:

Territory & Resource Management: Design and maintain sales territory alignment to ensure balanced workload and opportunity
Coverage & Frequency Strategy: Define and govern customer segmentation (A/B/C or priority tiers), establish coverage and frequency norms, monitor adherence to frequency strategy
Execution Governance: Define minimum calls per day hygiene norms, geographic spread of customer within territory (HQ/Ex-HQ/OS), Monitor route efficiency, time spent in outstation markets, monitor call quality using CLM analytics
Target Setting: Lead end-to-end process of annual and periodic target setting for the field, ensure targets are fair, achievable, and aligned to business priorities
Incentive & Payout Governance:End-to-end ownership of annual incentive program for field force in alignment with business objectives, Govern monthly/quarterly payout calculations, Monitor payout vs allocated budget on a monthly basis, Accommodate mid-year changes and exception requests, Field roll-out and query management
Annual Goals / KRA Governance: Design and manage goals of sales employees in line with strategy, Accommodate mid-year changes and exception requests, Field roll-out and query management
Sales Performance Analytics & Reporting: Design and manage SFE dashboards, Track YTD, MoM, and trend performance, Provide actionable insights for leadership and sales managers, Identify early warning signals and performance risks
Market Data Analytics: Analyze IQVIA data to monitor market share growth, market size growth and competition insights, Analyze SMSRC data to monitor specialty wise prescription trend, market share, keep a track of any other external data sources that may be helpful in business growth
Sales Planning & Forecast Support: Business & brand sales forecasting using AI/ML models, Support annual sales planning and forecasting, Partner with sales leadership on expected growth vs base business planning, Track execution vs plan and highlight corrective actions
Any other SFE analytics projects as per business requirement

Educational Qualification

MBA / Postu2011Graduate Degree (Sales, Marketing, Analytics, Strategy, Operations preferred)
Engineering graduates with strong analytics exposure

Experience

5u20138 years for Executive / Manager level
Prior exposure to SFE, Sales Ops, Sales Analytics, Commercial Excellence, or PMO roles preferred

Manager SFE