Beyond the Warehouse: The Power of the Secondary Tracking Incentive Strategy

To the Commercial Excellence Leader,

You live by data. You design incentive plans to precisely drive field force behavior. But ask yourself this: Is your incentive plan rewarding market results, or just movement into a distributor's warehouse?

For too long, the pharmaceutical industry has relied on Primary Sales (the sale from the company to the stockist/distributor) as the main trigger for compensation. It’s the path of least resistance, but it creates a fundamental disconnect. It rewards stock loading, not market absorption.

This gap is the silent killer of Commercial Excellence. It leads to inventory piles, skewed forecasting, and a sales team that loses faith in the transparency and fairness of their earnings.

It’s time to move the target. It’s time to adopt the strategy of the Secondary Tracking Incentive.

The Data Chasm: Why Primary Incentives Fail

Your sales strategy is only as good as the data it’s built on. Gregor Analytics recognizes the core challenges facing your team: Data Integrity, Standardization, and Integration—especially when dealing with field-level sales.

When incentives are based purely on primary sales, you encounter three fatal flaws:

1. Delayed Visibility: You don't know if a sale is a true market success or a temporary stock-up until weeks later. Your ability to adjust strategy is paralyzed.

2. Misaligned Behavior: The sales team is incentivized to push product regardless of consumption, leading to overstocking and potential expiry issues for distributors.

3. Calculation Nightmare: Attempting to manually reconcile primary sales with disparate secondary data sources turns incentive administration into a lengthy, error-prone, and contentious process.

The Foundation: Solving the Data Challenge with SST

The shift to a true Secondary Tracking Incentive strategy begins with solving the data chasm. You need a dedicated, specialized tool to handle the sheer volume and variability of secondary sales figures.

This is where Gregor Analytics’ SST (Secondary Sales Tracking) Module is indispensable. SST is not an incentive calculator; it is the powerful, AI-driven data foundation that transforms raw data into actionable intelligence.

The SST Module is specifically designed to:

• Integrate and Digitize: It converts complex, paper-based, or varied electronic stockist statements into a single, clean, and structured dataset.

• Standardize and Validate: It tackles the core issues of data integrity and standardization across numerous fragmented sources.

• Create the Single Source of Truth: By establishing a robust, automated, and real-time feed of Secondary Sales—the actual movement of your product to the retailer or customer—SST creates the essential foundation for strategic compensation.

  
  

This clean, real-time data is the prerequisite for any high-performance incentive plan.

The Execution: Incent and the Performance Engine

Once SST delivers the standardized data feed, Incent takes over. Incent is the next-generation Incentive Calculator & Simulator that focuses entirely on maximizing motivation and providing unparalleled administrative ease.

The Secondary Tracking Incentive Strategy is realized when the clean, market-aligned data from SST is consumed by Incent’s robust engine for calculation, simulation, and tracking.

This powerful combination delivers immediate, measurable impact for both management and the field force:

The Challenge (Primary Sales)	The Solution (Secondary Tracking Incentive powered by Incent)
Lagging Data	Real-Time Visibility: Salespeople see their earnings based on market movement, driving constant focus.
Disputes & Errors	Transparency & Trust: Incent instantly calculates earnings using the validated SST data, minimizing disputes and administrative burden.
Reactive Management	Proactive Strategy: The Performance Tracker gives managers an immediate view of performance against market goals. Managers can identify "High alert regions" where secondary sales are lagging and incentives aren't being earned, enabling surgical intervention in days, not weeks.
Guesswork	Motivation & Planning: The Incentive Simulator empowers sales teams to model their own earnings based on market sales, allowing them to proactively plan their sales activities to maximize returns.

This seamless, strategic alignment ensures your sales team is motivated to do the one thing that truly matters: clear the stock off the shelf. When they sell to the customer, they see their incentive earnings increase in real-time via the Incent platform.

Your Next Move for Commercial Excellence

In a dynamic market, Commercial Excellence cannot afford to be blind to true market absorption. By implementing the Secondary Tracking Incentive Strategy—leveraging the data foundation of SST and the performance execution of Incent—you don't just pay incentives; you engineer guaranteed, market-aligned performance.

Ready to stop chasing primary sales and start leading the market with precision?

Discover how the combined power of SST and Incent can unlock true market-aligned sales growth and transform your Commercial Excellence function.