Lead – Sales Force Automation | Mumbai | Cipla

Job Purpose

Responsible for driving the organizational CRM agenda and aligning with goals of the business and cross-functional stakeholders to deliver robust CRM systems and processes, thereby impacting field force efficiencies and productivity and enabling marketing teams to better engage with customers. The incumbent will also be responsible for ensuring the accuracy of data for better decision making, higher user adoption, and inculcating best industry practices in sales force automation

Key Accountabilities:

I. Managing and driving a robust Cipla CRM system and connected processes

• Equip the teams with an efficient tool for ensuring smooth execution and monitoring of CRM processes for sales and marketing teams
• Develop new digital tools/ processes to enable efficient execution of the business strategies and build tracking/monitoring mechanisms to add value for sales and marketing teams
• Engage with Business Sales, Marketing, and other internal stakeholders for the execution of new Digital Projects
• Drive usage and implementation of Digital Tools with the Sales and Marketing Teams

II. Oversee development and implementation of new CRM modules and initiatives

• Understand project requirements of the business to ensure final output meet business requirements
• Training and Implementation of CRM Tools and Features
• Governance of Vendor partners

III. Data sanctity and accuracy

• Responsible for maintenance of all Cipla Connect Masters and Databases in terms of accuracy and uniqueness
• Define SOPs for the maintenance of all Cipla Connect Masters and ensure SOPs are followed by all relevant stakeholders
• Ensure seamless integration of Cipla Connect customer database with peripheral systems

IV. Delivering seamless helpdesk experience for the Field Force and Marketing HO

• Responsible for ensuring continuous improvement of the helpdesk support team service levels to the field and Marketing HO teams and maintenance of TAT within agreed limits
• Ensuring periodic cadence with the CRM and HW helpdesk teams with the objective of having a governance structure in place for control and monitoring of the performance of the Helpdesk teams.
• Provide timely helpdesk analytics, insights, and feedback to Businesses on current opportunities, and challenges and provide solutions for the improvement of existing helpdesk systems and processes.

V. Control of overall expenses within the budget of all CRM initiatives

• Annual Budget Planning of Cipla Connect CRM system HW and SW requirements and project the costs for new HW requirements/developments in the year.
• Co-strategize and plan yearly customer engagement initiatives within CRM
• Appropriately budget and phase out budgeting for CRM programs with business
• Track and monitor return on effort and investment periodically on new initiatives

VI. Leading team

• Guide and develop team members by providing the right opportunities for training, exposure & capability building

Major Challenges

Need a lot of coordination with various cross-functional stakeholders like marketing, sales, HR, IT, SFE, Finance, Medical & compliance departments to ensure the development, implementation, and driving of Digital initiatives

Key Interactions

Internal

• Field Force, Marketing Teams, SFE, HR, IT for existing projects, analytics, Training, new developments, troubleshooting in systems, communication (Daily)
• Medical team, Finance, Procurement, Compliance (Need based)

External

• Digital Agencies, CRM Vendors, Hardware Vendors, Business Analysts, Technical Developers and Doctors to ensure the current product is meeting Business requirements and also understand new developments in the Industry
• Once or twice a Week governance

Dimensions

• Driving the agenda of managing, evolving, and enhancing the organization’s CRM system and integrated processes
• Helpdesk TAT and user surveys
• Ensure Training and communication of all stakeholders on all Digital Systems
• Data sanctity and deduplicated customer database
• Manage a team of 4 Managers responsible for diverse CRM portfolios

Key Decisions

• New developments and enhancements in existing systems – recommended to the SFE Head
• Provide solutions to existing escalations and issues faced by Business teams
• Vendors for digital developments – recommended to the SFE Head

Education Qualification

Science Graduate / B. Pharma, MBA Desirable: Experience in IT Systems and processes

Relevant Work Experience

• 10 – 15 years of relevant experience in heading a function responsible for Digital CRM management/ commercial excellence/ business/ operational/ IT in Pharma
• Experience in Sales Force Effectiveness, Sales Force Automation, CRM, Business Strategy, Project Management, Pharma business processes, and Business Intelligence
• Analytical skills, data–analytical orientation, articulate in communication, high operational excellence quotient
• Team leader with the ability to successfully manage a team and influence peer group
• Presentable with Good Communication skills
• Ability to interact with Senior leadership team and drive CRM agenda