Function: Sales Force Effectiveness (SFE) / Commercial Excellence Department: Sales & Marketing / SFE

Location: Hyderabad

Reporting To: SFE Head

Role Purpose

The Market Analyst Pharma SFE will be responsible for analysing pharmaceutical market, product, customer and field-force data to generate actionable insights that improve sales-force effectiveness and business performance.

The role requires a strong understanding of pharmaceutical molecules, therapy areas, brands, market dynamics and competitive landscape, along with hands-on expertise in IQVIA, Pharmarack , SMSRC, secondary market data, sales analytics, territory performance and SFE metrics.

The position will act as a bridge between Market Data, SFE, Sales, Marketing and Business Teams, converting data into meaningful business insights and recommendations.

Key Responsibilities

1. Pharma Market & Therapy Knowledge

- Develop a strong understanding of molecules, brands, therapy areas and treatment segments relevant to the company's portfolio.
- Understand the indications, positioning, usage and competitive landscape of key molecules and brands.
- Track therapy-wise and molecule-wise market trends, growth drivers and market opportunities.
- Analyse market size, growth, market share, brand performance and competitive performance.
- Understand physician/customer potential and prescribing behaviour within relevant therapy areas.
- Continuously build knowledge of emerging molecules, therapies, competitors and market developments.

2. Market Data & IQVIA Analytics

- Analyse IQVIA/secondary market data such as MAT, YTD, MTH, market growth, market share, volume/value and PCPM.
- Track brand, molecule, therapy and competitor performance across regions, states, territories and customer segments.
- Identify growth opportunities, declining markets, competitor movements and performance gaps.
- Develop regular Market Performance Dashboards and Management Reports.
- Ensure data accuracy, consistency and appropriate interpretation of market data.

3. Sales Force Effectiveness Analytics

- Analyse field-force productivity and effectiveness using metrics such as:
- Sales/PCPM
- Call productivity
- Customer coverage
- Call frequency
- Productive calls
- Customer potential
- Territory potential
- Reach & frequency
- Field-force deployment
- Span of control
- Vacancy and manpower productivity
- Evaluate whether field-force deployment is aligned with market potential and business opportunity.




- Identify territory-level and representative-level performance gaps.
- Support territory alignment, segmentation and field-force deployment decisions.
- Analyse productivity by MR, territory, manager, geography, brand and therapy.

4. Customer & Territory Analytics

- Develop customer segmentation based on potential, prescription behaviour, brand adoption and business value.
- Analyse customer coverage and identify white-space opportunities.
- Support creation of customer targeting and prioritisation models.
- Evaluate territory potential versus actual sales performance.
- Identify under-covered high-potential territories and customers.
- Support optimization of territory structures and customer allocation.

5. Business Insights & Decision Support

- Convert complex data into clear, actionable business insights for Sales and Marketing leadership.
- Identify the key reasons behind growth, decline and performance variations.
- Provide insights on:
- Why a brand is growing/declining
- Where the market opportunity exists
- Which territories/customers require intervention
- Where additional field-force investment is required
- Where productivity improvement is possible
- Partner with Sales, Marketing, Training and Business Heads to translate insights into action plans.

6. SFE Dashboards & Reporting

- Develop and maintain Power BI / Excel-based SFE and Market Intelligence dashboards.
- Integrate and analyse data from IQVIA, SAP, SFA/BESMARTR and other internal sources.
- Create dashboards covering:
- Market performance
- Brand performance
- Territory performance
- Field-force productivity
- Customer coverage
- Sales versus market
- Budget versus actuals
- Market share
- Growth opportunity
- Establish standardized KPI definitions and reporting methodologies.

7. SFE Projects & Strategic Analytics

- Support strategic SFE initiatives including:
- Field-force sizing
- Deployment optimization
- Territory design
- Span-of-control analysis
- Customer segmentation
- Targeting and call planning
- Incentive analytics
- Productivity improvement
- New product launch analytics
- Business potential assessment




- Conduct scenario modelling to evaluate the impact of different field-force structures and deployment strategies.

Required Knowledge & Skills

Essential Pharma Knowledge

- Positive understanding of pharmaceutical industry and commercial operations.
- Strong understanding of molecules, therapy areas, brands and indications.
- Ability to interpret market dynamics and competitive positioning.
- Understanding of prescription-driven pharma business and HCP engagement.

SFE & Commercial Analytics

- Strong understanding of Sales Force Effectiveness principles and KPIs.
- Knowledge of field-force structures, territory management and customer coverage.
- Ability to translate market data into field-force and business decisions.

Data & Analytics

- Strong Excel skills including Pivot Tables, Power Query, advanced formulas and data modelling.
- Working knowledge of Power BI and DAX.
- Experience with large datasets and data visualization.
- Experience with IQVIA/secondary market data will be highly preferred.
- Knowledge of SQL/data extraction will be an added advantage.

Key Competencies

- Pharma Market & Therapy Knowledge
- Molecule & Brand Understanding
- SFE Knowledge
- Market Intelligence
- Analytical Thinking
- Business Acumen
- Data Interpretation
- Problem Solving
- Insight Generation
- Stakeholder Management
- Attention to Detail
- Communication & Presentation Skills

Preferred Experience

- 36 years of experience in Pharma Market Analytics, SFE, Commercial Excellence, Business Analytics, Sales Analytics or Market Research.
- Experience working with IQVIA/Pharma market data is preferred.
- Experience in pharmaceutical sales analytics or SFE will be an advantage.
- Candidates from Pharma Analytics, Commercial Excellence, SFE, Sales Operations or Market Research backgrounds can be considered.

Key Deliverables / Success Measures

- Accurate and timely market and SFE analytics.
- Improved visibility of market, brand and field-force performance.
- Identification of actionable growth and productivity opportunities.
- Improved alignment of field-force deployment with market potential.
- Effective use of IQVIA and internal data for business decisions.
- High-quality dashboards and management insights.
- Strong support to Sales and Marketing teams in strategic decision-making.

Ideal Candidate Profile

The ideal candidate should not be purely a data analyst. He/She should have the ability to connect

📌 SFE or Commercial Excellence -Pharma Business (Hyderabad)
🏢 Biological E
📍 Hyderabad