Effective sales force controlling with

SAP BW

Roche Pharma integrated analysis platform

Roche Pharma AG

Manuel Grieshaber, IBSolution GmbH

June, 22nd, 2010

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Solution

Benefits of the reports

Lessons learned

Your turn: Questions?

Se

ite

2

Roche Pharma AG - the company

Since more than 100 years Roche Pharma AG improves the life quality

and recovery changes of sick people

One of the leading Pharma companies in the world

Locations in more than 150 countries

All over the world more than 80.000 employees

2008: nearly 30 Billion Euro turnover

Headquarter located in Basel, Switzerland, but the global IT department

located in Grenzach-Wyhlen, Germany

Se

ite

3

Roche Pharma the company

Act in restore different kinds of cancer

Act in virus, metabolic or other indications

Work deep in molecular biology

Is leading in the range of monocular antibiotic for cancer and

rheumatoid arthritis

Basic principle: each life counts

Large investigation in life science and healthcare research

www.roche.com

Se

ite

4

Se

ite

5

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Solution

Benefits of the reports

How to minimize Projects risks

Your turn Questions?

Hilf

s-

Bib

lioth

ek_

Po

ol_

08_

12

.19

99

Starting Position: Action Fields

…

• Virtual Team Setup

• Project description

• Project plan • Project requirements

Virtual team setup

Se

ite

7

Madrid :

SAP Basis Support

(Roche)

Grenzach:

BI Development (IBSolution

GmbH) and Project

management

(Roche/IBSolution GmbH)

Istanbul:

Interface development and

BI Support (Roche)

and local Sales and IT representatives of each country (Roche)

Virtual team rules

1) Support teambuilding in the beginning

2) Make transparent who does which tasks

3) Make a transparent and detailed project controlling

4) Periodic Telco and Net meeting with the Project team

5) Consider cultural differences of the team members

6) Stay stepless in contact

7) Take care that everyone has the necessary information at the right

time

8) Everyone has to communicate the information in real-time

Se

ite

8

Project description

Roche has done the rollout for their new CRM System Visual Elk.

They needed also a platform for their analytics & reports.

Because of the planed roll out for more then 10 countries it was

necessary to build a CORE Model.

What’s the CORE Model – explanation, picture???

Consider all dynamical organization structure changes

Join the CRM Data with external market data

Se

ite

9

Project plan

Project plan for Contact Management and Market data

Se

ite

10

Country / Time Q1 2007 Q2 2007 Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010

Netherland

Croatia

Bulgaria, RomaniaTurkey, Czech Republic, PolandHungary, Russia, SlowakiaMorocco+ additional ModulsCEMAI CORE + additional moduls

Project requirements

Define CORE Model

Solution Rollout with less trainings

Definition and harmonization of Field Force Structure

Uniform CRM and Market data

Matching CRM Master data with external data

Provide a web based online reporting platform

Consider reorganizations in the company

Se

ite

11

Se

ite

12

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Implementation

Benefit of Reports

How to minimize Projects risks

Your turn Questions?

Business Case – who are the contacts

Se

ite

13

Doctors

Pharmacies

Hospitals

Wholesales

Patient

Organizations / Institutions

Business Case – Process of contact

management

Se

ite

14

Define:-Target groups

- Field force structure

Planning

- Activities- Events

- ….

Execute:

- Activities

- Events

-….

Measure:

The success by external Market data

Define

Necessary arrangements

Key figures

What are necessary key figures to support sales decisions?

Number of activities

Number of product presentations

Number of reached contacts

Sales, turnover

Market share

Target achievements

Coverage of target contacts

Frequency of visits at target contacts

Time on/ off territory of a Sales Representative

Se

ite

15

Basis for decisions

You have to know the activities and sales of your Sales Represents.

You have to know the success of the activities and events.

You have to bring together CRM-Data and external Market data in one

and the same report .

You have to define the classification for the contacts.

You want to have a 360 view of the contact.

Se

ite

16

Se

ite

17

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Implementation

Benefit of Reports

How to minimize Projects risks

Your turn Questions?

Field Force Structure – Unique structure

Se

ite

18

BU

Team BTeam A Team….

Territory A Territory B Territory C Territory D Territory …

Dient das nur zur Begriffsklärung? Falls nur

Begriffsklärung, würde ich es an den Anfang

stellen nach Starting position

Field Force Structure – Territory Assignment

Se

ite

19

Territory A

Sales Reps

Products (Groups)

Indications

Bricks

Team

BU

Se

ite

20

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Solution

Benefit of Reports

How to minimize Projects risks

Your turn Questions?

Solution: Technical details

SAP BW 3.5

Webtemplates

Bex Query Designer

…..

Se

ite

21

Data model

Se

ite

22

CRM-DataExternal Market

data

CRM-DataExternal Market

data

CRM FFS Market

CRM Market

Reporting

cube

DataSources

Source System

Staging Layer

Enrichment layer

Reporting layer

Hilf

s-

Bib

lioth

ek_

Po

ol_

08_

12

.19

99

Challenges

Cockpit

visualization

Geo-Reporting

Prevent multiple

counting of same

objects

Calculation of

virtual keyfigures

during runtime

Performance

Standardbibliothek???

Prevent multiple counting

Using Hierarchies

In case of multiple assignments

Build a flat file by an ABAP Program

Get the new hierarchy during each data Upload

According to the settings and structures in CRM

http://help.sap.com/saphelp_nw04/helpdata/en/b0/ab8e3cb4340b14e10000000a1

14084/frameset.htm -> Warum der Link?

Using exception aggregation

Using compounded keys like (Activity ID+ contact+ product)

Show the number of this compounded keys

Use this function in Queries

http://help.sap.com/saphelp_nw70/helpdata/en/f1/0a5673e09411d2acb90000e829

fbfe/frameset.htm -> Warum der Link?

Se

ite

24

Calculation of virtual key figure

Virtual key figure:

calculate values of the key figure during execution of the query

Present values which are not stored in database

Present values which could not calculated with formula

http://www.sdn.sap.com/irj/scn/index?rid=/library/uuid/60e34f63-f44c-2c10-488e-

c89b04e0ca7c&overridelayout=true

Example:

Count how often a contact is visited in the selected time frame:

Se

ite

25

Cockpit sample

Se

ite

26

Geo Reporting

Geo Reporting define Roche specific maps of Sales structure

Additional tool of ArcView for creating maps

Using geo-coded InfoObjects

Upload shape files

Shapes are shown as different layer in Web templates

http://help.sap.com/saphelp_nw04/helpdata/en/b0/ab8e3cb4340b14e100

00000a114084/frameset.htm -> Warum der Link?

Se

ite

27

Se

ite

28

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Implementation

Benefit of Reports

How to minimize Projects risks

Your turn Questions?

Hilf

s-

Bib

lioth

ek_

Po

ol_

08_

12

.19

99

Benefits

• Different views to the data1.)

• Improved Analysis2.)

• Reduced Costs, Key figure improvements3.)

Standardbibliothek

Different Views to the data

• Historical view

o Who has done the activity?

o How much has a sales rep

done?

o What happened at the

contact?

• Current Viewo Who should know about the

activities?

o What happened in the

responsible territory of a

sales rep?

o 360 view at the contact in

which organization it is

assigned

Se

ite

30

Improved Analysis

1. Geographic analysis in a map

2. Analysis of the Sales Rep responsible territory

3. Product – Indication oriented analysis

4. Used for dynamic authorization controlling

5. Assign a Contact to different territories to get a 360 view

Se

ite

31

Economic Benefits

1. Improved Sales and Turnover

2. Reduced costs for the teams

3. Detailed planning for single teams

4. Measure the success of events and activities

5. Reduce the number of wrong visits

6. Consider automatically reorganizations of the field force structure

7. Visualize the customer potential

8. Get your benchmark to the competitor

Se

ite

32

Se

ite

33

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Implementation

Benefit of Reports

Lessons learned

Your turn Questions?

Lessons learned

1. Take care and consider multidimensional structures (field force)

2. Define unique key to count the activities, products and contacts

3. Take care about the data volume of the query selection, because of the

virtual key figure calculation

4. Define a unique way to harmonize CRM and Market data

5. Involve business steadily during the total project time

Se

ite

34

Se

ite

35

Agenda

Roche Pharma AG

Starting Position

Business Case

Field Force Structure

Implementation

Benefit of Reports

How to minimize Projects risks

Your turn: Questions?

Your turn: Questions?

Se

ite

36

Manuel GrieshaberSenior Consultant

IBSolution GmbH T +49 (0) 7131 6 49 74 – 1084

Salzstraße 140 M +49 (0) 151 180 29 479

D - 74076 Heilbronn

www.ibsolution.de Manuel.Grieshaber@ibsolution.de