The Top Priority for Sales Leaders: Improving Sales Enablement and Training in Pharma

Marina Hickson
Chief executive officer
Vivanti

The pharmaceutical industry is at a critical juncture: sales performance is lagging, demanding immediate and transformative action. PwC's "Next in Pharma 2025" report¹ highlights a troubling trend—pharma companies have returned just 7.6% to shareholders from 2018 to 2024, compared to the S&P 500's 15%. This widening gap highlights the need for a vastly different approach to sales as competition intensifies and healthcare models evolve.

The inadequacy of traditional sales strategies

Sales challenges were also at the forefront of Salesforce’s "State of Sales Report 2024²" which surveyed over 5,500 sales professionals and identified that the number one top priority for sales leaders is improving sales enablement and training.

The statistics are compelling:

• 84% of sales reps missed their quotas last year.
• High performers outperform average reps by 2.1x.
• Ramp time is a major hurdle for new sales executives, averaging 11.2 months.
• Managers spend just 30 minutes per week on coaching.

These inefficiencies are creating a significant skills gap, prolonging the onboarding phase, and weakening the connection between sales and marketing teams. Addressing these key challenges, however, requires a fundamental shift in training strategies and AI solutions offer a powerful antidote.

The key challenges for pharma sales leaders

Sales organisations must confront several pressing issues:

1. Quota Attainment Crisis – The majority of reps struggle to meet targets, highlighting the need for more effective training.
2. Uneven Performance Distribution – A small percentage of reps drive results, while untapped potential remains across the team.
3. Managerial Overload – Limited coaching time leaves reps without the guidance needed to improve.
4. Ramp Time Bottleneck – The lengthy onboarding process delays productivity and revenue generation.

These issues are not insurmountable. The solution lies in rethinking how training is delivered—moving away from traditional, one-size-fits-all approaches to dynamic, tailored learning experiences.

Bridging the sales-marketing divide

A common challenge in pharma sales is the misalignment between sales and marketing teams. Without a cohesive strategy, messaging becomes inconsistent, and reps lack the necessary knowledge to engage effectively with healthcare professionals. A connected learning ecosystem can address this by allowing marketing teams, trainers, and managers to provide real-time, engaging content that sales reps can absorb efficiently through immersive experiences and interactive learning tools.

Accelerating ramp time and enhancing managerial support

Reducing the 11.2-month ramp time for new executives is crucial. New reps need practical, hands-on learning experiences that allow them to develop their skills in a risk-free environment. AI-powered training tools that simulate real-world healthcare provider (HCP) interactions can accelerate skill development, making onboarding far quicker and more effective. These systems also provide real-time feedback, allowing reps to refine their approach immediately.

Additionally, sales managers—who are already stretched thin—need tools that provide detailed analytics on rep performance. AI-driven coaching solutions can assess how reps interact with HCPs, identify strengths and weaknesses, and offer actionable feedback. This ensures managers can focus on targeted coaching rather than broad, generic feedback, maximizing their limited time.

Empowering reps with continuous learning

Beyond onboarding, reps need ongoing support to stay ahead. AI-driven virtual mentors can offer personalized training content based on each rep’s career stage and past performance. These systems provide instant access to product details, compliance information, and strategy insights, ensuring reps are always equipped with the knowledge they need, when they need it. This proactive approach enhances confidence, efficiency, and overall productivity.

Transforming pharma sales teams

For pharmaceutical companies to remain competitive, they must prioritize structured, data-driven sales enablement. Key outcomes of effective training solutions include:

• Reduced Ramp Time – Enabling new hires to become productive faster through immersive simulations and interactive learning.
• Higher Quota Attainment – Addressing the 84% failure rate by equipping reps with better, real-time training and AI-driven insights.
• Improved Manager Impact – Giving managers data-backed tools to make their coaching more effective and personalized.
• Realized Potential – Helping the 60% of reps with untapped capabilities to achieve higher performance levels.

The future of pharma sales enablement

The latest industry research makes one thing clear: without meaningful investment in sales training and enablement, pharmaceutical companies risk falling behind. High-performing reps do not just emerge—they are developed through consistent, personalized training and strong support systems. AI-powered solutions now offer seamless collaboration between teams, ongoing mentorship, and real-time performance analytics, transforming the way sales organizations operate.

For sales leaders, the message is simple: the time for change is now.

About Vivanti

Vivanti is a digital marketing innovator in the pharmaceutical sector. AVA AI Trainer is part of Vivanti’s COSMART suite, a collection of AI-driven tools designed to drive commercial excellence.

Sources

1. Pharma industry trends: PwC
2. https://www.salesforce.com/uk/resources/research-reports/state-of-sales/ -