How Alkem Laboratories is building a sales powerhouse

In the heart of India’s pharmaceutical industry, Alkem Laboratories stands tall. A giant on the global stage, 70 per cent of its revenue comes from its home turf. But unlike other titans built solely on products, Alkem’s success is fuelled by a powerful engine: its people. And within this engine, the salesforce acts as the lifeblood, a vibrant team that makes up 70 per cent of the company’s workforce.

Now imagine keeping them sharp, skilled, and hungry for success in a dynamic, ever-changing market. That’s the challenge Alkem faces, and it’s a challenge they’re winning through a training strategy as dynamic as the market itself.

“Equipping our salespeople isn’t a one-time thing,” explains Dr. Rajorshi Ganguli, Alkem’s president and global  HR head. “It’s an ongoing journey.”  That journey starts with a bootcamp. A thorough induction programme followed by the in-depth Basic Training Programme (BTP) equips new recruits with the essentials: product knowledge, core selling skills, and the medical insights crucial for navigating the complexities of the pharmaceutical world.  These immersive programmes, conducted face-to-face, ensure salespeople hit the ground running, prepared to tackle anything the market throws their way.

But the market is a fickle beast. What works today might not work tomorrow. That’s why Alkem prioritises continuous improvement, constantly seeking feedback and refining its programmes. Remember that time doctors had less time for lengthy pitches? Alkem saw the shift and equipped their salespeople to deliver their message effectively in those shortened windows.  Evaluation methods such as video recordings of simulated interactions allow trainers to provide targeted feedback, ensuring every interaction is a masterclass in salesmanship.

“Long-term behaviour change is our ultimate goal. We track engagement and key metrics annually, and every programme undergoes rigorous assessment to ensure it delivers the results we need.”

Dr. Rajorshi Ganguli, president and global HR head, Alkem Laboratories

Alkem understands that classroom sessions can only go so far. Enter ‘Alkepedia,’ a mobile app offering a universe of learning resources at your fingertips. From bite-sized updates to quizzes and even gamified modules, Alkepedia keeps the salesforce engaged and sharpens the skills honed during initial training.

The focus on continuous improvement isn’t just for the new guys. Alkem recognises the importance of strong sales leadership.  That’s why they’ve partnered with SP Jain Institute of Management to offer the Sales Leadership Programme, a rigorous programme designed to transform high-potential sales managers into sales superstars.  This programme caters to specific needs, with first-line and second-line managers getting tailored programmes developed in collaboration with business managers to address real-world challenges faced by their teams.

But Alkem isn’t just about sales. The 20-25 per cent of their workforce dedicated to manufacturing and R&D benefit from a robust training infrastructure as well. New hires undergo Standard Operating Procedure (SOP) training, ensuring they’re compliant with pharmaceutical regulations before they even touch a machine. Refresher programmes further solidify these protocols, guaranteeing consistent and high-quality production.

Alkem’s Technical Training Academy in Daman acts as a central hub for all technical training programmes across their manufacturing sites. This academy offers both on-site and remote training options, catering to diverse skill levels with programmes such as ‘Shop Floor Ki Pathshala’ which provides engineering and production-related training, keeping everyone up-to-speed on the latest digital machinery.

And because the world of work is constantly evolving, Alkem acknowledges the need for continuous skilling and reskilling across all levels.  For senior management, they offer premium executive development initiatives in collaboration with prestigious institutions such as IIMs. These programmes leverage a hybrid model, allowing busy professionals to learn and grow at their own pace. Additionally, Alkem curates personalised online learning opportunities through partnerships with various online platforms.

But Alkem isn’t content with just throwing information at their employees. They’re embracing cutting-edge technology to make learning more engaging and effective.  Imagine interacting with holograms of machinery and simulated shop-floor environments!  That’s the power of augmented reality (AR), and Alkem is incorporating it into its training programmes, fostering self-guided learning and a deeper understanding of complex concepts.

Alkem’s commitment to training doesn’t stop at the end of a programme. They employ a multi-pronged approach to evaluate effectiveness.  Immediate feedback is collected after each session, while some programmes utilise pre-tests and post-tests to assess knowledge acquisition.  Department heads also provide feedback after a set period, allowing the company to gauge the impact of training on identified performance gaps.

“Long-term behaviour change is our ultimate goal,” concludes Ganguli. “We track engagement and key metrics annually, and every programme undergoes rigorous assessment to ensure it delivers the results we need.”  Alkem Laboratories isn’t just building a sales powerhouse; they’re building a future-proof workforce, one skilled, motivated, and ready to take on any challenge the market throws their way.