Key Account Management Transformation

A pharmaceutical organisation managed strategic hospital and government accounts across multiple regions. However, account information was fragmented across teams and systems. Institutional hierarchies, affiliated healthcare professionals (HCPs), formulary status and tender pipelines were tracked in separate spreadsheets and local databases.

Commercial, medical and market access teams worked in parallel rather than through a unified account planning framework. Decision-makers within institutions were not systematically mapped, limiting visibility into influence networks and approval pathways. Tender participation was often reactive, with limited predictive insight into pipeline timing or competitive positioning.

As a result, coordination gaps emerged across functions. Account strategies varied by region, stakeholder engagement lacked structure and growth opportunities within institutional accounts were not consistently prioritised.

The organisation required an integrated Key Account Management (KAM) capability that centralised institutional data, strengthened cross-functional alignment and enabled proactive tender planning.

Salesforce Sales Cloud was implemented as the core platform for institutional account management, supported by Salesforce Service Cloud and Salesforce Data Cloud for integrated data visibility.

Institutional hierarchies were centralised within the CRM, linking hospitals, departments and affiliated HCPs into structured relationship maps. Decision-makers, influencers and formulary committees were identified and connected within account records to create a clear view of stakeholder networks.

Tender pipelines were tracked within the system, enabling visibility into upcoming opportunities, submission timelines and competitive positioning. Cross-functional collaboration was structured through shared account plans accessible to commercial, medical and market access teams.

MuleSoft integration connected external systems to ensure synchronisation of procurement, service and engagement data. Agentforce capabilities were introduced to analyse account performance trends and surface predictive insights. These insights supported prioritisation of high-potential tenders and identification of expansion opportunities within strategic accounts.

Real-time dashboards provided leadership with visibility into institutional revenue contribution, engagement status and tender conversion metrics. The solution transformed institutional management from siloed tracking into coordinated account governance.

Revenue from strategic hospital and government accounts increased by 18% due to improved coordination and proactive opportunity management. Tender win rates improved by 25% as prioritisation shifted from reactive submission to predictive planning.

Time spent on stakeholder coordination decreased by 20% through centralised visibility and shared account strategies. Cross-functional alignment strengthened institutional engagement consistency and reduced duplication of effort.

Leadership gained clear insight into institutional growth drivers and account-level performance indicators. The organisation established a scalable KAM framework capable of supporting complex institutional ecosystems and future AI-driven optimisation.

Business Impact

• 18% ↑ in revenue from strategic hospital & government accounts
• 20% ↓ in coordination time
• 25% ↑ in tender win rate

Technology Stack

• Agentforce Sales (Salesforce Sales Cloud)
• Agentforce Service (Salesforce Service Cloud)
• Data 360 (Salesforce Data Cloud)
• MuleSoft by Salesforce
• Agentforce360 (Salesforce AI Capabilities)