Comprehensive Veeva CRM Health & Migration Readiness Evaluation for a Mid-Sized European Pharmaceutical Company

By alzamo_admin

At 2025. 01. 23.

Excerpt

A European multinational pharmaceutical company implemented Veeva CRM as their standard commercial solution for the field force nearly a decade ago. Following Veeva’s 2023 announcement to transition CRM customers to its Vault-based platform, the pharmaceutical company launched this strategic project to assess the end-to-end configuration of its current CRM system. Alzamo was engaged to lead this three-month assessment initiative, providing expertise in technical analysis, business advisory, and project management to ensure a comprehensive evaluation.

Situation

With nearly a decade of continuous application changes driven by various customer teams since the initial implementation, the internal organization required a comprehensive overview of the system’s enabled functionalities as a baseline. This included standard configuration, custom code, usage metrics,, & adoption of best practices for business processes across different countries. While no significant recurring technical issues were identified by the team, Alzamo was tasked with assessing the accuracy of the technical setup as well as part of the evaluation exercise.

The project aimed to identify "quick wins" within the current system—improvements that could deliver significant business value with minimal effort, even before transitioning to a new system. In addition, the objective was to highlight areas requiring special attention, simplification, or modification to ensure a seamless migration. This preparatory work was designed to be completed well in advance of the CRM migration project’s initiation, regardless of the specific future target system, allowing the leadership team to proactively prepare the organization for the upcoming changes.

Task

  • Evaluate the current system to detect any existing technical problems.
  • Develop a clear, actionable plan to resolve identified issues, ensuring long-term system stability.
  • Compile a comprehensive inventory of business processes.
  • Clearly indicate which processes involve custom code, providing detailed annotations.
  • Identify business processes that deviate from industry best practices.
  • Document all custom codes and the processes they automate in detail.
  • Ensure the documentation serves as a valuable reference for future system updates or migrations.
  • Create a high-level executive summary using visual tools to highlight business processes at the greatest risk of migration challenges.
  • Assess risk based on the technical complexity of their current implementation.

Action

Following the kick-off meeting, where key milestones, review dates, and detailed format of final presentations were agreed upon, our team commenced the first phase of the project using Alzamo's HealthCheck & Migration Readiness methodology. This phase involved a back-end system assessment, conducted independently by the team to minimize disruption to the client from daily activities. Pre-scheduled meetings were utilized to address potential clarification questions, thereby limiting the time commitment required from customer business leaders.

In the second phase, our consultants conducted 15 structured, 30-minute online interviews with various system users, including sales reps, KAMs, IT personnel, MSLs, and directors. These interviews provided firsthand insights into system usage, pain points, and the users' adoption level and familiarity with various features.

The third phase focused on consolidating the findings from the interviews, the back-end assessment, and key stakeholder meetings. The outcomes were then synthesized and presented to the client as a comprehensive report.

Results

Following three months of preparatory work, our team conducted a half-day final review meeting to present the outcomes of the assessment process to the customer.

The assessment results included:

  • Recommendations for adjustments to the technical setup to enhance system performance.
  • Addressing user pain points identified during the online interviews.
  • Identifying the need for targeted user training to improve system proficiency.
  • Providing an inventory of active and inactive custom codes within the system.
  • Proposing actions to drive user adoption.
  • Highlighting high-risk areas from a migration perspective, with recommendations to mitigate potential challenges.
  • Recommendations to align business processes in certain areas with industry best-practices

This comprehensive review ensured clarity and actionable insights for the customer, laying a strong foundation for the next steps.

 

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