Sales & Marketing Enablement Is the Key to Scaling Sales

By Abhin Poojary | March 9, 2021

For life sciences companies looking to give their revenue engine a boost, trusting in an elite few to carry the sales load is no longer an option. Maximizing your organization’s revenue potential means giving everyone on the team that secret sauce that your top sales leaders possess. This means equipping your teams with technology that helps them profile, qualify and engage with prospects in a more precise, predictable way.    


In order to better scale their revenue operations, a growing number of life sciences companies are tapping into sales & marketing enablement’s limitless potential to take sales and marketing performance to the next level. One of the most notable ways these platforms are making an impact is by combining complex data models with content delivery and engagement processes that help sales teams form deeper connections with the right decision-makers. Artificial intelligence (AI) and machine learning algorithms are what make today’s sales & marketing enablement platforms so powerful. 


AI and machine learning are powering today’s platforms  

Traditionally, sales and marketing platforms functioned primarily as data repositories, with some engagement functionality like email automation and auto dialing built-in. However, AI and machine learning are taking these platforms to a whole new level by giving commercial teams a deeper understanding of customer profiles, attitudes and behaviors. The in-depth knowledge of healthcare provider (HCP) personas and profiles that AI and machine learning generates improve segmentation and targeting, helping companies to develop customized marketing strategies much more easily. Thanks to these advanced technologies, sales and marketing departments can succinctly target specific physicians based on patient types, geography, and prescribing behavior without the need for focus groups, surveys, and other market research methodologies. 


Take for example the old way of delivering samples. Sales teams would often take a blanketed approach to sample delivery. They would call on a roster of prescribers from a database of offices in their territory, leaving samples and materials behind with the hope that this effort would translate into prescriptions. The more samples delivered the better, because this proved that the rep was out in the field doing their job. 


This approach was not only inefficient and expensive, it was also not being driven by data. But in a sea full of data, it is often very hard to swim in the right direction. And that’s where AI and machine learning come in. 


The new way of delivering samples is informed by a deeper understanding of prescriber and patient behavior. With AI and machine learning models, sales teams can now forecast which HCP’s are most likely to write prescriptions, and which HCP’s patients are most likely to fill those prescriptions. Knowing this information helps sales reps know where to spend time and resources, and where they should do less nurturing.   

Introducing BirdzAI 

The BirdzAI sales and marketing enablement platform is a good example of AI-powered sales and marketing enablement in action. BirdzAI includes advanced capabilities that enable real-time decision-making by providing deep insights derived from a wide variety of proprietary and tertiary datasets. Key features include sales forecasting, churn prediction, brand propensity analysis, next best action insights and more. This helps life sciences companies eliminate the guesswork often associated with sales operations, and enables insights that manual processes cannot replicate. 


For example, BirdzAI includes churn forecasting capabilities, which puts predictive analytics directly in the hands of your reps. Sales teams can see in real-time which brands a specific physician is prescribing, and which ones they might be stepping away from. These platforms also offer unique functionality for companies launching new drugs into the marketplace, with key features that include customer alignment, customer master data management, territory planning and sizing, call planning, incentive compensation strategy and payout, roster management and field and management reporting. 


Putting BirdzAI to work for you 

One of the things your teams will love about BirzAI is that the sales & marketing enablement platform helps segment and prioritize HCPs. Let’s face it, there are over a million practicing physicians in the U.S. This means that individual reps are often tasked with checking in a hundred or more doctors in their specific region or territory. Utilizing traditional methods, this is a very difficult thing for reps to manage.  


BirdzAI helps reps better understand which HCPs will be receptive to them, and whether it makes sense to invest the time and resources in engaging with them. The AI-powered sales and marketing enablement platform does this by profiling HCPs in various ways, including churn prediction, brand propensity analysis, next best action insights and more. This level of insight gives sales teams a clearer vision of the sales landscape and helps them decide where their time is best spent.   


BirdzAI also helps reps communicate with each HCP more efficiently and effectively. With a list of qualified HCPs, sales teams can work with marketing to matching the right content to the right prescriber. BirdzAI helps everyone in the process better understanding what matters most to a specific professional, and enables them to communicate accordingly. This level of insight is often the difference between an unreturned message and an eventual prescription. BirdzAI also helps reps communicate by integrating with existing outreach systems like email, phone systems or the BirdzAI ZING Communication Module, which enabling sales teams to send compliant text messages to HCPs with ease.    


For life sciences companies looking to scale their commercial operations, sales & marketing enablement platforms like BirdzAI are a must-have. Revenue operations that don’t take advantage of these new technologies will only fall further behind. It’s always nice to reminisce about the good old days, but your revenue operations shouldn’t live there. Contact us today to learn more about how we can help.      


About P360 

Delivering a 360 view through the pharma, physician and patient ecosystem, P360 designs and deploys capabilities that ensure the highest efficiencies and returns on sales operations, data management, clinical trials, patient centricity, and IoT innovation. With expertise in supporting commercial operations for companies of all sizes, P360 has built an industry-leading platform that gives customers ownership of their data and the ability to leverage artificial intelligence and machine learning capabilities.