Pharma Sales Enablement Case Study: How Abbott Enables its Customer-facing Teams

Pharma Sales Enablement Case Study: How Abbott Enables its Customer-facing Teams
April 27, 2022

Abbott Structural Heart’s former US Sales Enablement Leader Jason Gwilliam and Bigtincan’s VP of Life Sciences Mads Bjarni-Kornbech sat down at this year’s NEXT Normal conference to discuss pharma sales enablement, covering topics like: 

  • How to benefit from sales enablement and readiness 
  • How customer expectations have changed
  • How to adapt the organization 
  • How to track ROI and impact from sales enablement and readiness
  • Speeding up time-to-competency and productivity 
  • Technology considerations 

They reflected on how the pharma sales enablement role still has a long way to go and how much opportunity there is for companies in the industry to upskill and prepare their customer-facing teams to deliver for HCPs and patients.

“Sales enablement doesn't really have its own term or function or role in many pharma organizations,” said Kornbech. “Instead, it resides within sales or commercial excellence or training facilitators and academies. Whereas in basically all other verticals and companies that we work with outside of pharma, they have dedicated roles and responsible people for sales enablement.” 

Gwilliam’s success using the Brainshark (a Bigtincan company) platform to train his team of 450 sales people in different franchises makes the case for why that needs to change. 

Over the past two years Gwilliam was able to: 

  • Reduce time to competency
  • Design and implement an intensive sales enablement and readiness training program
  • Build out specialized learning paths for different teams
  • And more

Watch his presentation to get the full details of the Abbott case study.