Biotech & Pharma

Evolving Go-to-Market & Commercial Models

Building New Commercial Capabilities

Biotech and pharma companies are launching more complex therapies, especially as it relates to oncology, rare disease, as well as cell and gene therapies. With therapeutic complexity increasing, companies are adapting their customer coverage models to meet changing customer needs. This adaptation is driven by a focus on a larger ecosystem including patients, payors, healthcare providers and healthcare systems. While the traditional sales representative is still critically important, only 20% of organizations solely rely on the traditional sales rep focused commercial model. In today’s world there are four distinct go-to-market (GTM) models. These models incorporate roles focused on reimbursement support, clinical education, patient education and case management are vitally important.

Alexander Group works with biotech leaders to establish sales strategies to support your go-to-market model with specific sales strategies that grow revenue and increase market presence.

How We Help

  • Omnichannel strategy: Develop a robust omnichannel process to work in tandem with the primary sales reps so they can focus more attention on high-priority providers.
  • Commercial model evolution: Identify the correct mix of core traditional sales roles and resources such as patient education, clinical education, reimbursement and key accounts to drive cost-efficient productivity and meet evolving customer expectations.
  • Sales compensation: Align sales compensation programs with go-to-market strategy and ensure pay levels match therapeutic focus and sales motion.
  • Research & benchmarks: Determine current and relevant data, trends, benchmarks and voice of customer research to help guide Sales, Marketing and Operations decisions.

Participate in Our Research

Briefing Offers

Upcoming Life Sciences Events

  • Navigating the EU Pay Transparency Directive: Future-Proofing Sales Compensation for 2026 and Beyond

    Virtual Roundtable

    The EU Pay Transparency Directive—effective by June 7, 2026—will be a transformative regulation that reshapes sales compensation practices across Europe, aiming to close gender pay gaps through pay transparency and audits.

    Our next virtual roundtable is designed to explore the directive and its impacts. Drawing from Alexander Group’s expert analysis, this complimentary session will guide organisations through the directive’s requirements, timelines and strategic consequences.

    Why should this matter to you?
    Any type of non-compliance leads to significant legal, financial and reputational risk, including compensation claims and potential fines. If you want to make sure your organisation is ready for the EU Pay Transparency directive, you’ll require a complete review of sales compensation structures, data management and HR processes to fix pay gaps.

    This roundtable will include:
    -Directive Overview: Understand the core obligations organisations must meet to comply with this directive, including pre-employment transparency, employee information rights and annual gender pay gap reporting for organisations with over 100 employees.
    -Timeline and Compliance: Learn about critical milestones, from legislative approval to mandatory reporting deadlines, and what your organisation needs to do to prepare.
    Operational Impact: Discover how increased transparency affects talent attraction, retention and collective action—and why clear job architecture and pay structures are now essential.
    -Strategic Solutions: Explore how Alexander Group’s offerings in job architecture design, pay-level benchmarking and sales compensation design can help leaders ensure compliance and even gain a competitive advantage.
    -Interactive Q&A: Engage with experts on readiness, job role clarity, pay philosophy and data management for equal pay scrutiny.

    Join us to gain actionable insights to confidently navigate regulatory changes, close gender pay gaps and build a transparent, equitable workplace.

    • Wednesday, March 11, 2026
      4:00 p.m. – 5:00 p.m. GMT
    • Virtual

  • B2B Marketing Executive Webinar: Beyond Intuition

    Webinar

    During this complimentary webinar, Alexander Group’s Marketing Services practice leaders will walk through the common pitfalls of intuition-based profiling and show you how to build comprehensive, actionable customer profiles that marketing, sales and account management teams can use immediately. You’ll leave with practical frameworks for leveraging both qualitative insights and quantitative data to identify and target your highest-value customers.

    • Thursday, March 26, 2026
      2:00 p.m. – 2:45 p.m. ET
    • Virtual

  • B2B Marketing Executive Webinar: Accelerating Growth

    Webinar

    Join Alexander Group’s Marketing Services practice leaders to break down what these leading organizations are doing differently and provide actionable recommendations for elevating your own marketing investments. Whether you’re looking to optimize your current operations or make the case for new resources, you’ll gain insights into how to structure your team and investments for maximum impact.

    • Tuesday, March 31, 2026
      2:00 p.m. – 2:45 p.m. ET
    • Virtual

  • Life Sciences: Unlock 2026 Commercial Growth Intelligence

    Virtual Roundtable

    Explore 2026 Sales Pulse Survey insights for Life Sciences revenue leaders

    Join a virtual roundtable where Alexander Group’s Life Sciences experts reveal the latest findings from the 2026 Sales Pulse Survey, the industry’s annual benchmark for growth expectations, commercial investments, AI adoption and revenue operations maturity.

    As 2026 commercial execution begins, leaders are reassessing priorities, investments and productivity levers. This session equips leaders with data‑backed insights on growth goals, sales expense trends, headcount plans, go-to-market (GTM) investments, AI enablement and the shifting expectations for commercial teams across pharma, pharma services and life sciences tools.

    Who Should Attend:
    C-suite executives and senior commercial leaders across life sciences, biotech, pharma, pharma services and life sciences tools, including SVPs and VPs of commercial, revenue, sales, marketing, service, RevOps and strategy.

    By attending, you’ll gain clarity on: 
    -2026 Revenue Growth Outlook: How leaders are setting their targets for the year. 
    -Commercial Investment Priorities: Where organizations plan to increase or decrease spending across sales, marketing, service and headcount. 
    -AI Adoption Patterns: How executives are enabling AI, ML and GenAI across marketing, sales, service and RevOps. 
    -Top 2026 Strategic Levers: Where leaders are placing their bets: new channels, pricing models, geographic expansion, productivity initiatives and more. 
    -Benchmarking Against Your Peers: Understand how your organization compares across growth strategies, productivity priorities and technology investments. 

    Speakers: Craig Ackerman and Sean Higgins

    Seats are limited to foster candid discussion. Please register with your corporate email. We’ll confirm attendance within 24 hours.
    We look forward to seeing you at the roundtable!

    • Tuesday, April 7, 2026
      11:00 a.m. – 12:00 p.m. ET
    • Virtual

  • Women Revenue Leaders Forum

    St. Regis Hotel | Chicago, IL

    Join hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.

    • Tuesday, May 5, 2026 –
      Wednesday, May 6, 2026
    • St. Regis Hotel | Chicago, IL

  • Sales Compensation Symposium: Virtual

    Industry Focus: All

    Revolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp. Designed specifically for senior executives, join industry peers and renowned experts to gain exclusive access to cutting-edge research, emerging trends, real-world case studies and proven best practices in governance, design and administration.

    • Tuesday, August 11, 2026 –
      Tuesday, August 11, 2026
    • Virtual

  • Sales Compensation Symposium: Chicago

    Industry Focus: All

    Revolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp.
    Designed specifically for executives in HR, Compensation, Sales and Revenue Operations that want to use sales comp more effectively.

    Industry Focus: All

    • Thursday, August 27, 2026 –
      Thursday, August 27, 2026
    • Chicago

  • Executive Forum

    St. Regis Hotel | Chicago, IL

    Join senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.

    • Wednesday, September 30, 2026 –
      Thursday, October 1, 2026
    • St. Regis Hotel | Chicago, IL

Join our Biotech & Pharma Community

Alexander Group’s community enables leading executives to share insights and takeaways for immediate use. Participants engage with sales leaders in interactive discussions while gaining knowledge on best practices, pitfalls and challenges.

Practice Leadership

Craig Ackerman-Alexander Group, Inc.
Craig Ackerman Partner
Doug Beveridge Principal
Tray Chamberlin Principal
Sean Higgins-Alexander Group, Inc.
Sean Higgins Principal

Alexander Group Can Help

Is your go-to-market strategy focused on sales productivity to ensure profitable growth?

Contact Us