Interview with Geoffroy Trolès, SFE manager for Pharmafield, Pharminov and Dompharm

The role of Sales Force Effectiveness (SFE) is crucial for companies with one or more active sales teams. SFEs are responsible for maximizing sales force performance and optimizing the company's investments in that team.

At Pharmafield Group, Geoffroy Trolès holds this position, and his mission is divided into three phases: developing the sales strategy, implementing the CRM, and providing activity reports and data analysis. His expertise in the various CRMs on the market allows him to advise and support clients in choosing the CRM best suited to their business.

Our SFE has in‑depth knowledge of how Salesforce‑based CRM systems work, and their training as an administrator on these tools improves our responsiveness in implementing qualifying elements.

Can you describe your business in a few words?

My activity is made up of three major inseparable stages:

• The development of the commercial strategy, both through the proposal of targets, the calculation of the network volume and sectorization, with the direct support of our “DataField” division.
• CRM implementation. We have expertise in the various CRMs on the market (Veeva CRM and IQVIA OCE), which allows us to advise and guide our clients on the CRM that will best suit their business.
• The implementation of activity reporting and data analysis that I send to network managers and clients who use them during their business reviews.

Can you tell us more about the DataField division and its role in developing the business strategy?

The DataField division is a team of data experts who work closely with me to develop our clients' sales strategies. Their role is to collect and analyze market data, as well as our clients' internal data, to propose relevant targeting and optimal sectorization. Thanks to their expertise, we are able to provide our clients with clear and precise recommendations to maximize the impact of their sales actions.

Can you tell us more about the activity reporting and data analysis you provide to network managers and customers?

Activity reporting and data analysis is a key step in our sales performance optimization process. We collect and analyze sales and employee activity data, which we present in the form of customized dashboards for each client. These dashboards allow network managers and clients to gain a clear view of their network's performance and make informed decisions to optimize their sales actions. We tailor reports based on each client's specific needs and requests.

What makes you special as an SFE at Pharmafield?

We were the first to implement Salesforce‑based CRMs, so we naturally have in‑depth knowledge of how the system works. My administrator training on the various CRMs allows for better responsiveness and simplifies various processes, such as uploading targeting or CLM, adding custom fields, etc., which can be very time‑consuming when dealing directly with software publishers.

 

 

How do you choose the most suitable CRM for each client?

We have extensive expertise in various CRMs on the market, including Veeva CRM and IQVIA's OCE, which are the most commonly used in the pharmaceutical industry. We assess each client's specific needs, as well as their existing IT infrastructure, to determine the CRM that will best suit their business. We then offer recommendations on customizing and optimizing the CRM based on the client's business objectives.

How do you measure the effectiveness of the actions implemented to optimize your clients' commercial performance?

At the very beginning of the mission, we work with the client to determine KPIs for network performance. At various points in the cycle, we compare sales data with employee activity in appropriate dashboards.

 

Our SFE division plays a critical role in maximizing sales force performance and optimizing the company's investments in this team, with a particular focus on sales strategy, CRM implementation, and data analytics. At Pharmafield, our expertise and in‑depth knowledge of Salesforce place us at the forefront of supporting our clients in this optimization process.