Are Data Discrepancies Diminishing Sales Efforts?
It’s a trifecta that doesn’t happen very often. The conglomerate of data your sales team has to deal with in order to put together an effective pitch is staggering. Before the sales team can get to work, it needs to manipulate data about the doctors they’re going to visit, including market, treatments, and medicine data, as well as clinic, hospital and patient data, field of specialization and contact information. But, that’s not all.
The variety of data sources is mind numbing, as your sales team must pull information from third-party providers, clinics, hospitals, CRMs, incentive-compensation systems and more. Now, let’s throw a wrench into this system: the data is also presented differently, depending on the product from which it came.
In the past, organizations believed they could easily solve the problem of having data in one place by building their own data warehouse. With data coming in and out of the same source, all roles in the organization would share the same view and insights. All told, it’s a dizzying amount of data that must come together to inform sales team practices. Toss a couple of data discrepancies into the mix, and it gets more complicated.
To overcome disparities and data distortions, companies could deploy data mastery, discussed in depth in How to Deal With Data Discrepancies. While building the warehouse and cleansing and mastering data is a good start, the reality is, it’s not a complete solution, as each role owns a piece of data that can be modified according to one’s needs, causing an internal disparity across different departments and functions.
With the right analytics solution that integrates multiple parameters (such as the status of the drug, payer, geography, specialty, patient restrictions and campaign) and connects the field with marketing and managed markets, the data trifecta is possible.
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