Mujtaba Ayub

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Field Strategy, Market Sizing

Is your sales force deployment strategically justifiable?

Strategically Reallocating 950 Sales Reps Across The Country

Re-architecting field-force geographic allocation around strategic priorities, demand, and market potential

Pfizer

A field force allocated across a grid of geographic territory cells, weighted by potential. A stylised map grid where each cell represents a territory, shaded by market potential, with rep markers distributed across the cells and a legend. Territory potential low medium high rep allocation proposed reassignment province → city → cell demand · share · priorities

The problem

A 950-strong medical rep field force allocated on legacy logic that no longer matched where the strategic value was.

The approach

Assessed the rationale of the existing allocation down to the smallest unit (province to city to cell), then designed a reallocation plan with stakeholders, incorporating market-research demand analysis, therapeutic-category priorities, sales potential, market share, competitive intelligence, and regional sales-lead input. Built visualizations so teams could see allocations and give feedback on proposed reassignments.

What it revealed

The visualization layer mattered as much as the reallocation model. It helped make a contentious, messy, and at times emotional exercise more streamlined, as stakeholders could sit together, look at visualizations, and negotiate on proposed changes easily (Regional Sales Leads carry great pride in the territories they represent and the Reps they rally).

Medical Sales Reps Reallocated

950

Territorial Cells Assessed

50,000

Therapeutic Areas Considered

100

Under the hood

Pharma Sales Analytics · Market Sizing · Competitive Intelligence · Geographic Reallocation · Tableau