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Scenario for Objectives

This scenario is an example process performed by a pharmaceutical district manager and sales representatives to create and fulfill sales objectives. Your company might follow a different process according to its business needs.

Your company, a large pharmaceutical manufacturer, has received approval for a new indication for one of your products. The district manager is responsible for making sure that the sales representatives reporting to her take the actions necessary to have a successful launch of this product for the new indication.

The district manager begins by creating an objective. Next, she creates three recommended activities that she wants each member of her sales force to carry out in order to meet this objective: to attend a training program, to attend a team meeting to outline tactical aspects of promoting the new indication, and to conduct contact calls. In order to communicate the importance of these activities to her sales force, she assigns the priority "1-ASAP" to all three recommended activities. She also adds a product insert to the objective as a literature item. Her sales representatives can use this product insert to gain valuable information about the new indication prior to visiting contacts. Finally, she adds every targeted contact in each territory to the objective, adds each sales representative as an objective team member.

As the sales representatives check their calendars, they will see that the district manager has scheduled a series of calls for them to complete. As they prepare for each of these calls, they can review the objective and the recommended activities she has created and the product insert she added. Later, as the new indication launch is in progress and the sales representatives are performing sample drops, the district manager and sales representatives can review the objective.