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
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