Embrace the opportunity presented by the evolving CRM landscape between Veeva and Salesforce to make business-critical strategic decisions.
Your CRM is the source of truth for data informing your HCP interactions, your patient journey, and the efficacy of your field teams. This is not trivial – it is central to your commercial success. SEI will embed strong data practices and principles of change management when assessing and implementing your new CRM landscape.
If you currently use Veeva CRM and need to make a decision about how to move forward, it’s important to remember:
- This is a chance to make additional strategic decisions about not just your technology stack, but how you manage your “customer” data. The more diligent you are now, the smoother the future road will be.
- Takeaway: Take a holistic view of your customer engagement goals, and create a strategic roadmap that incorporates the CRM migration.
- It’s highly likely you’ve customized your CRM to meet specific needs of your business – every customization must be revisited and evaluated
- Takeaway: To know the scope of your project, inventory your integrations, validation rules, data objects, custom applications and other company-specific enhancements you’ve implemented.
- Implementing, enhancing, or transitioning a CRM is never just a technology effort, and it’s not just for one business department. Bring together the set of stakeholders across your Commercial and Medical operations to collaborate on the processes and necessary data to enable your business strategies.
- Takeaway: A cross-functional steering committee with members from [at least] sales, marketing, medical, market access and regulatory should be formed to make decisions, engage vendors and partners, and communicate broadly.
- Your organization’s post-implementation support model may also need to be revisited. If your in-house or external partners have certifications by specific tool, you may have to invest in new training, or identify new partners to engage.
- Takeaway: Assess your internal and external development and operational support skills to evaluate your go-forward structure and plans.
- Don’t underestimate the importance of bringing your end users along in the journey. They will be the ones most affected on a daily basis and need to understand what is expected of them before, during, and after the transition.
- Takeaway: Invest in change management and training for your business, field, and technical user base via internal resource allocation, vendor solutions, or additional support vendors.
Understanding your customers and utilizing technology in that pursuit is a strategic advantage in today’s marketplace. If your organization hasn’t yet started on this journey, it’s time to get started with a partner you can trust.
