Objective: Evaluate the current market position, develop a sales strategy to sustain market leadership, and recommend organizational changes needed to execute the strategy.

Analysis: A comprehensive examination of the market and our client's relative position provided key insights to prioritize sources of future growth and to locate potential threats to our client's strongholds. The analysis included a bottom-up customer economic review to assess each customer segment's and call audience's relative value. Extensive physician and hospital data was used to refine call direction and provide zip code level sales direction. Careful consideration was paid to incorporating competitive intelligence in the size and focus of the client's resources. A subsequent project helped the client redeploy their 200+ person field sales organization utilizing the targeting priorities determined from the previous work.

Result: The project identified the changes occurring in the core business drivers and in the market which required our client to expand their field sales force by 11%, shift the direction of 30% of their sales calls, and increase the use of cost effective contracted sales resources. The client's national market share increased 3.5 points in the year following our project.

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Putnam Associates, Inc. - 25 Burlington Mall Road - Burlington, MA 01803