Articulo Recomendado

Contract Sales Organisations:

Making the transition from tactical resource to strategic partnering

Received (in revised form): 1^st August, 2007

Beth Rogers

Is programme Manager for the Ma in sales Management at Portsmouth business School, Chair of the UK National Sales Board and Research Director of the Institute of sales and Marketing Management. Her book “Rethinking sales Management: a strategic guide for practitioners” was published by John wiley & Son in June 2007. Her Career has encompassed many years experience in the IT industry, consultancy and teaching.

Keywords contract sales Organisations have a number of advantages for pharmaceutical companies large and small, and they manage a growing proportion of the sales in the sector. (The CSO market in pharma was $2.5 bn in 2006 and forecasted to exceed $5 bn by 2011.) Their use can, however, still be a very confidential matter.

There is relatively little academic exploration of the relation ship between pharmaceutical companies, their CSOs and health professionals as their mutual customers, so this paper draws on trade sources of information, news and comment, in order to offers a view of the developing business model. This is an exploratory paper, intended to give readers an overview of the history of outsourcing and the changing role of CSOs. It cocludes that while CSOs have a history of providing tactical service, their flexibility and speed can also help clients to achieve strategic change in difficult market conditions. Strategic partnering is emerging as their future.

Journal of Medical Marketing (2008) 8, 39-47.doi:10.1057/palgrave.jmm.5050119

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Journal of Medical Marketing