Setting up for CRM success in 2025
2025 is set to be an exciting year for twentyeightb – from launching twentyeightc, our new creative agency that crafts with purpose, to helping our first Veeva Vault CRM clients make the most of this exciting new platform. But what about you? What should you be looking out for in 2025 that will accelerate the success of your brand, your team or your agency?
Over the next three weeks we will be sharing 25 golden nuggets of wisdom that we might help you to set up for success in 2025, starting this week with….
5 big things in the world of CRM:
1. Veeva Vault CRM
With at least 30 smaller pharma companies actively using Veeva’s all new CRM solution in 2025 and some big hitters, like GSK, committing to fully transition before the year end, there will be lots of lessons to learn for others as they consider whether or not to migrate or move away from Veeva to alternatives like Salesforce’s LifeSciences Cloud.
2. Salesforce is off the leash
With Veeva moving their CRM solution off the platform, Salesforce are now free to compete directly with the life sciences behemoth. With a strategic partnership with IQVIA and their OCE solution, will the $9 billion corporation be a genuine threat to the monopoly Veeva have managed to secure in pharma? Either way, healthy competition can only be a good thing, and it may be worth keeping your eyes out for some of the smaller more innovative disruptors looking to take advantage as the titans brawl it out.
3. Veeva turn their attention to MedTech and Animal Health
On the flip side, with the end of the contract with Salesforce, Veeva are now free to proactively sell into the MedTech and Animal Health spaces, which was evident by the notable number of representatives from those sectors popping up at the Veeva Summit in Madrid last year.
4. CRM hygiene and brilliant basics
Regardless of whether migrating to Veeva Vault CRM, or switching to Salesforce Life Sciences, every pharma will/should be looking at how healthy and fit for purpose their current solution is so that it is ready for a move. Think of the analogy of moving house, if you get the packers in before you have sorted out and got rid of the things you don’t need (or even emptied the bins) then all that rubbish will end up being packed into a box and moved into your lovely new house. Now is the right time to clean house and make the basics brilliant.
5. Aggressive drive for first-party data
I knew we would not get away without mentioning AI, but at least it is tangentially related… with Pharma making heavy investments in AI expect to see a real focus on securing new data sources. Data is the fuel AI runs on and the better the data, the more effective that AI will be. However, third party data can be very expensive and it is also available to anyone with deep enough pockets, including your competitors. So the all important key competitive differentiator will be the strength of your owned first party data. What is one of the most important sources of such data, I hear you ask? Your field team. Yet pharma seem very slow to maximise this significant opportunity, when all it takes is a well set up CRM, an engaged field team and the materials and tools that are designed to capture data in a consistent and rigorous way. We have been working with several clients on exactly this and I guarantee it will give them a serious competitive advantage when they come to implement their AI solutions.
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 fundamentals for field sales excellence coming next.