Role & Responsibility of

a Second Line Manager

Sales
 Forecast and achievement

 Volume objectives: Region, area, territory

 Key Product objectives: Region, area, territory

 Ensure targeted Growth & Productivity

Sales
Continued..

 Increase of market share & rank in the region

 Ensure successful launch of new products

(Ideally staggered launch- RSM,FLM HQ 1st stage, All

SO HQ 2nd stage, Out & Ex next. Vacant territory launch
to be planned separately with involvement &
accountability of FLM)

 Analyze & monitor the fluctuation of sales & do the

necessary intervention
Strategy implementation

 Understand the strategy thoroughly

 Ensure execution of marketing plans and implementation of

strategies

 Ensure successful conduction of activities/events planned

(Qtrly calendar – monitor & take feedback, ensure reduction of
wastages)

 Utilization of inputs: : Ensure utilization of inputs as per plan

 Suggest and ensure appropriate reallocation of inputs in pool
territories
Strategy implementation

 Set a clear goal about the list of customers whom you want to
give the gifts/inputs in your presence

 Monitor ROI

 Decide and draw an appropriate plan about the utilisation of

inputs for vacant territories

 Identify and suggest opportunities for expansion in newer

markets
Strategy implementation

 Contd

 Identify needs of special investment on customers for

market & brand development

 Suggest and execute weak state development strategies

 Understand the strategy thoroughly

 Lead from the front and ensure strategy implementation

 Coach ,inspire and encourage FSM to do value added calls

 Meetings
Participate in the conduction of Cycle Meets, New Product briefing,
Sales meeting.

 Develop your skills to conduct the meetings independently

 Ensure all preparation for the meetings( appropriately delegate and

follow up)

Ensure the required preparation asked for

Ensure active participation & involvement of individuals in meeting

Evaluate relationship, co-ordination and cohesiveness in the team

Prepare and submit the feed back

 Group activities

 Validate & sanction expense of events, activities & special

campaigns

 Ensure that the activities are as per plan

 Analyse pre and post activity sales,

 Ensure proper ROI

 Reduce wastages

 Ensure that the post event feedback is sent within the stipulated
period,
 Customer

 Further validation of MCR,CSP,STP/SFC, Product Prospect matching

 Improve the quality of MCR

 Ensure optimum coverage (monitor & ensure reduction in missed calls, missed
visits and proper morning-evening spread of work at all levels)

 Through net-reporting ensure timeliness of reporting & distribution of inputs

 Constantly work & develop appropriate relationship with KOLs

 Work, identify & develop a pool of speakers

 Set a clear goal for conversion of customers for increasing the prescriber base
( share the objective with every member of the team)
Customer
Continued..

 Monitor & guide FLM for investments on key &

important customers & measure ROI

 Ensure timely response for all customer requests

 Organize, Guide & Monitor activities of FLM & SOs

during events namely National/Zonal/Regional
Conf.,DGMs
Customer Contd...
 Validation of all ex stations and out stations

 Improving the quality of the list

 Set up a mechanism for addition of important

customers and deletion of less important ones

 Explore new business avenue and suggest

expansion plans

 Recommend structural changes in the field set

up
Distribution
 Monitor inventories of key /focus brands, new products (stockist wise) &
suggest IDST in case of shortages.

 Suggest additional stock requirements to achieve the desired plan well in

time

 Monitor & plan liquidation of Near Expiry & Non-moving Products

 Ensuring collection of SSDs from all stockists

 Ensuring compilation of SLS by FLM &SOs

 Validate & control the dispatches made for new product

 Seek information on STNs on a regular basis and share the same with the
team

 Study stockistwise , brandwise fluctuation in sales and do necessary

intervention for course correction
 People
 Identify & select suitable individuals whenever vacancies arise(
campus interview and personal scouting,build a data bank for
prospective candidates)

 Ensure proper induction of new joinees (SO, FLM )

 For SO Induction in first 4 months FLM has to put 18 days of

JFW (minimum 3 days at a stretch)

 RSM has to work 4 days (minimum stretch of 2 days) in first 4

months

 Build a team that shares and works towards a common goal

People
 Work for retaining performing individuals by suggesting
appropriate reward/ recognition

 Ensure objective ranking of people (Pool territory, Individual SO,

FLM & RSM every Qtr)

 Identify people with issues of Discipline, Attitude, Behaviour &

Performance and suggest corrective measures/disciplinary action
to H.O.

 Identify Training & Developmental needs of team & organize

coaching and training
Cost control

 Expense monitoring vis a vis budget

 Reduce the expiry >1.5%
 Cut down wasteful expenses
 Reduce attrition of performers
 Validate STP/SFC
New product launch

 Understand the product and strategy

thoroughly
 Involve in conduction of RCPA
 Validate the list of target doctors

 Launch to all target doctors in your HQ

 Ensure retail availability
 Set SMART goals
 Keep a track of repeat purchase of top ten
retailers in each area
Appraisal

Train to team to do a fair and objective

appraisal
Appraiser of FSM
Recommender of SOs
Relative appraisal of FSM
Give constructive feed back to individuals
with the intention of improving
Weak areas correction

 Work out an agreed upon objective for

non performing area. (define non
performance clearly)
 Set a brand wise objective
 Allocate the appropriate
resources(time,money, material)
 Monitor progress against the set
objective, intervene to correct
bottlenecks
SAS

 SAS recommendation
 Retaining loyal customers and creating
new customer
 Monitoring plan vs expenses
 Focus on ROI
 Measure EI and MPI in your area