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Gartner defines “CRM” as technologies or systems that enable a broader customer engagement business strategy. These systems span four major areas — sales, marketing, digital commerce, and customer service and support. Yet in the life science industry (that is pharmaceutical, biotechnology, medical device and diagnostics organizations), CRM is synonymous with sales and field enablement systems, given their heavy reliance on a field-force-driven engagement model. These systems support the automation of sales activities and expert engagement for organizations’ sales professionals, key account managers, medical experts and field service personnel. These systems are also central to sales and medical teams responsible for raising therapeutic awareness, delivering educational content and influencing demand, as well as nurturing contracts with HCPs, healthcare organizations (HCOs) and other medical stakeholders. In addition, these systems provide servicing as a system of record and maintaining compliance with jurisdictional regulations for capabilities such as planning, enablement, execution and analysis processes.

• Pitcher
  4.0

  1 Review

Revenue enablement platforms unite sales, customer-facing enablement and revenue functions. They encompass revenue-generating roles including customer success, marketing, partners and presales. The platforms have capabilities for digital content, learning and coaching as well as machine learning and conversational intelligence for skill building. They integrate with sales force automation (SFA) or marketing automation platforms, feature buyer engagement analysis, and measure and build role skills and competencies that improve commercial execution. Gartner’s view of the market focuses on transformational technologies and approaches to meet the future needs of end users in revenue-generating roles. It does not solely focus on the market as it is today.

• Pitcher
  4.4

  5 Reviews