Steve Bull and Sanjeev Kayath co-wrote this article with Eric Scott.
Since the late 2000s, life sciences companies have treated sales operations as a cost center, and investments to improve the function generally had a single objective: Do more with less.
Today, as many companies have already captured most of the easy gains, the industry is approaching the point of diminishing returns (and some companies are long past that point). The leaders in this space are realizing that the right investment in sales operations can do more than simply reduce costs; it can lead to new revenue. New technology and access to data are enabling ops teams to evolve from a back-office processing function to a true strategic partner with the sales force.