Setting up for CRM success in 2025

We kicked off our series on the 25 things that should be on your radar in 2025 with a deep dive into the 5 big things shaping the world of CRM. From Veeva Vault CRM’s  momentum to Salesforce’s newfound freedom to compete, and the rising importance of first-party data, one thing was clear – the way Pharma engages with HCPs is evolving and it is evolving fast.

But even the most advanced CRM is only as powerful as the field teams using it. Which brings us to our next focus: Field Sales Excellence.

Winning in the field  isn’t about working harder – it’s about working smarter. The best teams use data-driven targeting, aligned content, and seamless CRM integration to engage customers effectively. In this article, we break down 10 key fundamentals that set high-performing field teams apart.

10 Fundamentals For Field Sales Excellence:

1. Effective Targeting Process

Effective agile targeting process based on brand strategy and relevant data sources – not just field team preference

2. Adoption Ladder in CRM

Brand strategy aligned adoption ladder visible in CRM that the field team believe in and review regularly

3. Attitudinal Segmentation in CRM

Behavioural Segmentation the field team are onboard with and that is added to CRM via a typing tool to ensure rigour and accuracy

4. Strategic Content Creation Plan to Align Content to Adoption Ladder and Behavioural Segmentation

Strategic content creation plan to align content to adoption ladder and behavioural segmentation including:

5. Selling Scenario Based Data-Enabled Digital Sales Aids

Sales scenario based Data-Enabled Digital Sales Aids – short, easy to use and that capturing content and customer insights to CRM

6. Rep-Triggered Email Suite

Rep-Triggered Email Suite of templates and fragments aligned to segmentation and adoption ladder that enable the field team to orchestrate customer experience over time

7. Clickstream/Data Strategy

CRM Data Strategy for simple, meaningful capture and reporting of data to inform content usage, rep behaviours and customer insights

8. Dashboards

In workflow dashboards and tools to present data to the field team in a meaningful actionable way

9. Consent Strategy, Platform and Integration with CRM

Veeva CRM is not a consent platform, it is a consent channel, so it needs integrating with a proper consent platform that can manage multiple consent channels and a central consent status for each customer.
Make sure you have a clear consent acquisition strategy supported by high value content and an engaged field team.…. “just get the reps to ask for consent” is not a strategy

10. Engage on Mindset and Skillset

Engage the field team on all of the above and focus on mindset and skillset before you jump to the toolset. Understand current limitations and needs through field visits, interviews and surveys, act on the feedback by removing friction where you can and most importantly, work hard to demonstrate the value to them of the technology (WIIFM), adopt a co-creation “one team” attitude and share every success however small.

Want to learn more?

Please reach out if you think we can help you with any of the above and if you are interested in learning more about the all new twentyeightc and how they craft with purpose, head to www.28c.co.uk.

Look out for our 10 most under-utilised Veeva CRM/CLM features coming next.