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R&R OF SLM1.ppt

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A second line manager has several key roles and responsibilities including: - Forecasting sales and ensuring growth objectives are met for regions, areas, and territories - Increasing market share and product launches while analyzing fluctuations - Implementing strategies by understanding and ensuring execution of marketing plans - Validating customer lists and improving coverage while developing relationships with KOLs - Monitoring inventories, suggesting replenishments, and ensuring proper distribution - Identifying training needs for the team and building a high performing team through retention and induction

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Role & Responsibility of a Second Line Manager
Sales  Forecast and achievement Volume objectives: Region, area, territory Key Product objectives: Region, area, territory  Ensure targeted Growth & Productivity
Sales Continued..  Increase of market share & rank in the region  Ensure successful launch of new products (Ideally staggered launch- RSM,FLM HQ 1st stage, All SO HQ 2nd stage, Out & Ex next. Vacant territory launch to be planned separately with involvement & accountability of FLM)  Analyze & monitor the fluctuation of sales & do the necessary intervention
Strategy implementation  Understand the strategy thoroughly  Ensure execution of marketing plans and implementation of strategies  Ensure successful conduction of activities/events planned (Qtrly calendar – monitor & take feedback, ensure reduction of wastages)  Utilization of inputs: : Ensure utilization of inputs as per plan  Suggest and ensure appropriate reallocation of inputs in pool territories
Strategy implementation  Set a clear goal about the list of customers whom you want to give the gifts/inputs in your presence  Monitor ROI  Decide and draw an appropriate plan about the utilisation of inputs for vacant territories  Identify and suggest opportunities for expansion in newer markets
Strategy implementation  Contd  Identify needs of special investment on customers for market & brand development  Suggest and execute weak state development strategies  Understand the strategy thoroughly  Lead from the front and ensure strategy implementation  Coach ,inspire and encourage FSM to do value added calls
Meetings Participate in the conduction of Cycle Meets, New Product briefing, Sales meeting.  Develop your skills to conduct the meetings independently  Ensure all preparation for the meetings( appropriately delegate and follow up) Ensure the required preparation asked for Ensure active participation & involvement of individuals in meeting Evaluate relationship, co-ordination and cohesiveness in the team Prepare and submit the feed back
Group activities  Validate & sanction expense of events, activities & special campaigns  Ensure that the activities are as per plan  Analyse pre and post activity sales,  Ensure proper ROI  Reduce wastages  Ensure that the post event feedback is sent within the stipulated period,
Customer  Further validation of MCR,CSP,STP/SFC, Product Prospect matching  Improve the quality of MCR  Ensure optimum coverage (monitor & ensure reduction in missed calls, missed visits and proper morning-evening spread of work at all levels)  Through net-reporting ensure timeliness of reporting & distribution of inputs  Constantly work & develop appropriate relationship with KOLs  Work, identify & develop a pool of speakers  Set a clear goal for conversion of customers for increasing the prescriber base ( share the objective with every member of the team)
Customer Continued..  Monitor & guide FLM for investments on key & important customers & measure ROI  Ensure timely response for all customer requests  Organize, Guide & Monitor activities of FLM & SOs during events namely National/Zonal/Regional Conf.,DGMs
Customer Contd...  Validation of all ex stations and out stations  Improving the quality of the list  Set up a mechanism for addition of important customers and deletion of less important ones  Explore new business avenue and suggest expansion plans  Recommend structural changes in the field set up
Distribution  Monitor inventories of key /focus brands, new products (stockist wise) & suggest IDST in case of shortages.  Suggest additional stock requirements to achieve the desired plan well in time  Monitor & plan liquidation of Near Expiry & Non-moving Products  Ensuring collection of SSDs from all stockists  Ensuring compilation of SLS by FLM &SOs  Validate & control the dispatches made for new product  Seek information on STNs on a regular basis and share the same with the team  Study stockistwise , brandwise fluctuation in sales and do necessary intervention for course correction
People  Identify & select suitable individuals whenever vacancies arise( campus interview and personal scouting,build a data bank for prospective candidates)  Ensure proper induction of new joinees (SO, FLM )  For SO Induction in first 4 months FLM has to put 18 days of JFW (minimum 3 days at a stretch)  RSM has to work 4 days (minimum stretch of 2 days) in first 4 months  Build a team that shares and works towards a common goal
People  Work for retaining performing individuals by suggesting appropriate reward/ recognition  Ensure objective ranking of people (Pool territory, Individual SO, FLM & RSM every Qtr)  Identify people with issues of Discipline, Attitude, Behaviour & Performance and suggest corrective measures/disciplinary action to H.O.  Identify Training & Developmental needs of team & organize coaching and training
Cost control Expense monitoring vis a vis budget Reduce the expiry >1.5% Cut down wasteful expenses Reduce attrition of performers Validate STP/SFC
New product launch  Understand the product and strategy thoroughly  Involve in conduction of RCPA  Validate the list of target doctors  Launch to all target doctors in your HQ  Ensure retail availability  Set SMART goals  Keep a track of repeat purchase of top ten retailers in each area
Appraisal Train to team to do a fair and objective appraisal Appraiser of FSM Recommender of SOs Relative appraisal of FSM Give constructive feed back to individuals with the intention of improving
Weak areas correction Work out an agreed upon objective for non performing area. (define non performance clearly) Set a brand wise objective Allocate the appropriate resources(time,money, material) Monitor progress against the set objective, intervene to correct bottlenecks
SAS SAS recommendation Retaining loyal customers and creating new customer Monitoring plan vs expenses Focus on ROI Measure EI and MPI in your area
R&R OF SLM1.ppt

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R&R OF SLM1.ppt

  • 1. Role & Responsibility of a Second Line Manager
  • 2. Sales  Forecast and achievement Volume objectives: Region, area, territory Key Product objectives: Region, area, territory  Ensure targeted Growth & Productivity
  • 3. Sales Continued..  Increase of market share & rank in the region  Ensure successful launch of new products (Ideally staggered launch- RSM,FLM HQ 1st stage, All SO HQ 2nd stage, Out & Ex next. Vacant territory launch to be planned separately with involvement & accountability of FLM)  Analyze & monitor the fluctuation of sales & do the necessary intervention
  • 4. Strategy implementation  Understand the strategy thoroughly  Ensure execution of marketing plans and implementation of strategies  Ensure successful conduction of activities/events planned (Qtrly calendar – monitor & take feedback, ensure reduction of wastages)  Utilization of inputs: : Ensure utilization of inputs as per plan  Suggest and ensure appropriate reallocation of inputs in pool territories
  • 5. Strategy implementation  Set a clear goal about the list of customers whom you want to give the gifts/inputs in your presence  Monitor ROI  Decide and draw an appropriate plan about the utilisation of inputs for vacant territories  Identify and suggest opportunities for expansion in newer markets
  • 6. Strategy implementation  Contd  Identify needs of special investment on customers for market & brand development  Suggest and execute weak state development strategies  Understand the strategy thoroughly  Lead from the front and ensure strategy implementation  Coach ,inspire and encourage FSM to do value added calls
  • 7. Meetings Participate in the conduction of Cycle Meets, New Product briefing, Sales meeting.  Develop your skills to conduct the meetings independently  Ensure all preparation for the meetings( appropriately delegate and follow up) Ensure the required preparation asked for Ensure active participation & involvement of individuals in meeting Evaluate relationship, co-ordination and cohesiveness in the team Prepare and submit the feed back
  • 8. Group activities  Validate & sanction expense of events, activities & special campaigns  Ensure that the activities are as per plan  Analyse pre and post activity sales,  Ensure proper ROI  Reduce wastages  Ensure that the post event feedback is sent within the stipulated period,
  • 9. Customer  Further validation of MCR,CSP,STP/SFC, Product Prospect matching  Improve the quality of MCR  Ensure optimum coverage (monitor & ensure reduction in missed calls, missed visits and proper morning-evening spread of work at all levels)  Through net-reporting ensure timeliness of reporting & distribution of inputs  Constantly work & develop appropriate relationship with KOLs  Work, identify & develop a pool of speakers  Set a clear goal for conversion of customers for increasing the prescriber base ( share the objective with every member of the team)
  • 10. Customer Continued..  Monitor & guide FLM for investments on key & important customers & measure ROI  Ensure timely response for all customer requests  Organize, Guide & Monitor activities of FLM & SOs during events namely National/Zonal/Regional Conf.,DGMs
  • 11. Customer Contd...  Validation of all ex stations and out stations  Improving the quality of the list  Set up a mechanism for addition of important customers and deletion of less important ones  Explore new business avenue and suggest expansion plans  Recommend structural changes in the field set up
  • 12. Distribution  Monitor inventories of key /focus brands, new products (stockist wise) & suggest IDST in case of shortages.  Suggest additional stock requirements to achieve the desired plan well in time  Monitor & plan liquidation of Near Expiry & Non-moving Products  Ensuring collection of SSDs from all stockists  Ensuring compilation of SLS by FLM &SOs  Validate & control the dispatches made for new product  Seek information on STNs on a regular basis and share the same with the team  Study stockistwise , brandwise fluctuation in sales and do necessary intervention for course correction
  • 13. People  Identify & select suitable individuals whenever vacancies arise( campus interview and personal scouting,build a data bank for prospective candidates)  Ensure proper induction of new joinees (SO, FLM )  For SO Induction in first 4 months FLM has to put 18 days of JFW (minimum 3 days at a stretch)  RSM has to work 4 days (minimum stretch of 2 days) in first 4 months  Build a team that shares and works towards a common goal
  • 14. People  Work for retaining performing individuals by suggesting appropriate reward/ recognition  Ensure objective ranking of people (Pool territory, Individual SO, FLM & RSM every Qtr)  Identify people with issues of Discipline, Attitude, Behaviour & Performance and suggest corrective measures/disciplinary action to H.O.  Identify Training & Developmental needs of team & organize coaching and training
  • 15. Cost control Expense monitoring vis a vis budget Reduce the expiry >1.5% Cut down wasteful expenses Reduce attrition of performers Validate STP/SFC
  • 16. New product launch  Understand the product and strategy thoroughly  Involve in conduction of RCPA  Validate the list of target doctors  Launch to all target doctors in your HQ  Ensure retail availability  Set SMART goals  Keep a track of repeat purchase of top ten retailers in each area
  • 17. Appraisal Train to team to do a fair and objective appraisal Appraiser of FSM Recommender of SOs Relative appraisal of FSM Give constructive feed back to individuals with the intention of improving
  • 18. Weak areas correction Work out an agreed upon objective for non performing area. (define non performance clearly) Set a brand wise objective Allocate the appropriate resources(time,money, material) Monitor progress against the set objective, intervene to correct bottlenecks
  • 19. SAS SAS recommendation Retaining loyal customers and creating new customer Monitoring plan vs expenses Focus on ROI Measure EI and MPI in your area

Editor's Notes

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