Transforming Commercial Operations

A large US biotech was preparing for several simultaneous product launches when it became clear that its commercial infrastructure had not kept pace with its ambitions. Sales, marketing, managed care, and sales operations each ran on separate systems with no shared data model and no common way of working. The organisation needed a complete rebuild of its commercial platform before the launches arrived.

We led the change management and implementation effort across the full programme — deploying CRM, marketing resource management, contract management, and reimbursement case management in parallel. Because the transformation touched every commercial function at once, we designed a custom organisational change management playbook that could be applied consistently across all workstreams. That playbook has since been used as the blueprint for subsequent implementations within the organisation.

The launches went ahead on the new platform. What could have been a period of operational chaos became instead a moment of consolidation — the commercial organisation emerged with the scale and the systems to sustain continued growth. The lesson we took from it: in a complex, multi-function programme, change management is not one more workstream. It is the connective tissue that holds every other workstream together.