Case Study: GSK achieves 65% faster sales alignments with Veeva Systems' Align and CRM

GSK Speeds Sales Alignments by 65% with Productive Feedback

GSK, the global biopharma headquartered in Brentford with about 99,000 employees, faced a sales alignment challenge after adopting a new commercial data source in the U.S. The incoming dataset created an over-alignment based on administrative addresses rather than the practice addresses used by field reps, leaving territory data at odds with rep knowledge and threatening the speed and agility of alignment planning.

GSK used Veeva Align’s Field Feedback (embedded in Veeva CRM) to gather rep input—giving reps five days to review alignments—resulting in 66,845 HCP records being removed and changes routed for manager approval or auto-accepted. The fix went live in five weeks with minimal extra spend, cutting alignment planning from 90 to 30 days, boosting rep trust in the data, and prompting pilots for wider rollout.

GSK

Monique Long

Director, Sales Support Services