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.
Related Insights
Participate in Our Research
Briefing Offers- Biotech & Pharmaceutical Sales Compensation Survey The biotech and pharmaceutical sector is poised for significant growth, with a forecasted expansion of 14% in 2024, propelled by continuous innovation, robust R&D initiatives, breakthrough therapies and a growing demand for healthcare solutions. Alexander Group Sales Compensation Trends Survey, which collected data from over 25 biotech and pharmaceutical companies, offers critical insights that could impact your sales compensation plans for the coming year.
- Life Sciences Roles & Account Coverage Study Are your role and coverage strategies aligned for productivity and profitability? With the forecasted comeback, how are leaders determining the right roles and account coverage strategies to align resources by customer, product and industry end-markets? Get a full readout of the findings from this study.
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Revenue Operations Survey Over 200 executives in sales and revenue operations were surveyed across Business Services, Financial Services, Manufacturing and Distribution, MedTech, Health and Wellness, Media and Technology to determine the leading practices of world-class revenue operations organizations.
Upcoming Life Sciences Events
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Women Revenue Leaders Forum
St. Regis Hotel | Chicago, ILJoin hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.
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Tuesday, May 5, 2026 –
Wednesday, May 6, 2026 -
St. Regis Hotel | Chicago, IL
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EMEA: Six Trends Shaping Sales Compensation in 2026
Virtual RoundtableActionable insights for our EMEA community from the Alexander Group’s 2026 Sales Compensation Trends Survey
19 May 2026 | 4:00 – 5:00 p.m. GMT | Complimentary Virtual Event
As commercial leaders navigate volatility, AI advancements and growth opportunities, sales compensation stands out as the critical tool for transforming strategy into tangible results. Based on insights from sales compensation leaders across 11 industries, Alexander Group’s 2026 Sales Compensation Trends Survey reveals where programmes are evolving and where execution still breaks down.
What You’ll Learn
This complimentary virtual event will walk you through the six trends pushing commercial leaders to rethink sales compensation design:
- Optimism is high, but productivity is a concern.
- Hiring grows as AI reshapes GTM roles.
- Sales compensation costs are normalizing.
- Sales compensation is adapting to GTM and market shifts.
- Governance and efficiencies need some work.
- Quotas are the biggest pain point.
Why Attend
Want to turn these trends into clearer decisions and stronger execution? Join us to get actionable insights, innovative best practices and the latest trends that set leading organisations apart. We’ll equip you with the knowledge to elevate your programme and drive measurable impact.
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Tuesday, May 19, 2026
4:00 p.m. – 5:00 p.m. GMT -
Virtual
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Sales Compensation Symposium: Virtual
Industry Focus: AllRevolutionize 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.
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Tuesday, August 11, 2026 –
Tuesday, August 11, 2026 -
Virtual
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Sales Compensation Symposium: Chicago
Industry Focus: AllRevolutionize 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
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Thursday, August 27, 2026 –
Thursday, August 27, 2026 -
Chicago
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Executive Forum
St. Regis Hotel | Chicago, ILJoin senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.
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Wednesday, September 30, 2026 –
Thursday, October 1, 2026 -
St. Regis Hotel | Chicago, IL
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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
Alexander Group Can Help
Is your go-to-market strategy focused on sales productivity to ensure profitable growth?