Redefining Commercial Coverage
Maximize Customer Lifetime Value with New Commercial Models
Welcome to the dynamic world of pharma services where innovation meets excellence to address the evolving needs across the market and customers. The industry has experienced a significant boom and return to normal over the past three years, requiring organizations to improve their go-to-market coverage models across business development, sales and project delivery teams.
What are the critical go-to-market strategies and investments for pharma services organizations as they look to maximize customer retention and increase new customer acquisitions to accelerate growth?
Alexander Group can help navigate these complex challenges by offering innovative solutions.
How We Help
- Understand TAM, SAM, SOM across your regions, customers and potential prospects. Create account targets for your business development and sales teams to prioritize time and be more efficient.
- Transform customer-facing and enablement teams, including marketing, sales and delivery. Understand pragmatic coverage models, balancing portfolio coverage, specialty (e.g., applications, therapeutic areas), scale and cost.
- Clearly define the functions, activities, roles and responsibilities across strategic, product, and downstream marketing teams. Establish best-in-class operating model, campaign management, NPI processes, and success metrics.
- Streamline the handoff process between sales and project management & delivery teams, clearly defining responsibilities to ensure smooth and efficient service.
- Invest in commercial enablement teams to integrate customer-facing teams, act as a strategic advisor, drive commercial efficiency, and enable your commercial talent.
- Develop sales compensation and quota programs to motivate and achieve more aggressive business goals. Create incentives and performance metrics that align with your company’s overall business objectives, motivating sales teams to exceed their targets.
Related Insights
Participate in Our Research
Briefing Offers- Artificial Intelligence in Sales Nearly 50% of surveyed sales leaders are using AI-enabled tools for sales forecasting and over 30% are using AI for sales performance analytics and quota setting. How is AI being implemented to drive sales productivity and profitability?
- Demand Generation & Performance Insights In life sciences and analytical instruments, marketing accounts for 33% of functional pipeline development, with the top three channels being SEM/SEO, distributors and dealers, and paid social media. Success in demand generation depends on how well an organization navigates the complexity and costs related to customer acquisition and ROI. Discover how to allocate resources to increase conversion rates.
- 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.
- Life Sciences Industry Trends: Strategies | Insights | Metrics As Life Sciences and Analytical Instruments commercial leaders capitalize on near-term growth, they must also evaluate the market trends that will impact progress as they plan for the next three to five years. Industry executives recently provided their perspectives on the two key imperatives they are operating under to accelerate growth and take market share.
Upcoming Life Sciences Events
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B2B Marketing Webinar
WebinarJoin a dynamic platform designed exclusively for B2B marketing and product executives seeking to shape tomorrow’s strategies and unlock the next level of growth. The webinar brings together thought leaders, industry pioneers and practitioners for an engaging day of networking, sharing insights and discussing best practices on the latest trends and opportunities.
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Wednesday, November 12, 2025
11:00 a.m. – 1:00 p.m. ET -
Virtual
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The Art of Sales Coverage
Discover how leaders are reconfiguring go-to-market models to ensure the right roles and account coverage resources are in place.
Practice Leadership
Alexander Group Can Help
How can you build upon your existing strengths to create value and reinvigorate differentiated, above market growth?