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
