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

  • Life Sciences Virtual Breakfast Discussion

    Maintain Life Sciences Momentum with AI

    Are you a C-suite or commercial leader in the life sciences industry? Join our virtual breakfast to unpack Alexander Group’s latest briefing, Innovating Customer Engagement with AI, and discuss how peers are deploying AI to drive measurable outcomes.

    Why now?
    2026 planning cycles are rewarding leaders who are moving from piloting AI to scaling AI use cases. Successful leaders are using this new technology to accelerate time to quote, increase deal velocity and improve service efficiency while protecting margins in a tight talent market. These leaders are also more likely to launch customer-facing AI across the buyer journey, particularly in inbound lead management as well as product and service configuration.

    Who should attend:
    Life sciences leaders, including CEOs, CCOs, CTOs, presidents, general managers, commercial leaders, digital transformation executives and functional leaders overseeing sales, RevOps and customer success.

    What you will take away:
    A proven playbook tailored for AI-enabled selling in life sciences, including where to start and where to scale for the fastest return.
    Benchmarks that reveal how growth leaders outpace industry snails in customer facing AI and the impact this has on coverage models, productivity and win rates.
    Hard metrics you can use for strategic planning, including how AI can reduce time to quote from multiple days to roughly one hour, improve service speed to be three to five times faster and reduce service cases by roughly 25%.
    The four outcomes that matter most for AI deployment in 2026: Scale (grow efficiently), Velocity (grow at speed), Value (enhance customer experience) and Knowledge (augment seller and buyer capabilities).
    Practical guidance on data readiness, human in the loop design, change management and a clear framework for progressing from pilot to enterprise rollout.

    Speaker Highlights:
    Craig Ackerman, Partner, Alexander Group

    Sean Higgins, Principal, Alexander Group

    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 breakfast roundtable!

    • Tuesday, February 17, 2026
      11:00 a.m. – 11:30 a.m. ET
    • 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

  • 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