"It's always the details that'll get you, and I don't have time for them!"

The theory sounds easy: get a target list, align it to the territories, provide the information to the reps and everyone walks away happy.  Never mind that addresses change faster than data vendors can keep up with them. Never mind that trying to match up information from different data sources requires a detailed understanding of the data and a no-nonsense approach to dealing with data issues.  Never mind that developing information solutions requires insights that go beyond what the data or the documentation indicate.

In actual practice, pharmaceutical businesses do have to mind all these issues and more.  Bonus plans, target lists, territory designs, market reviews and other activities dealing with the effective allocation of resources do require attention to these and many other details.  Data sources need to be evaluated to ensure they meet the needs.  Performance metrics have to be established.  Information processes must be developed that are accurate, yet fast and flexible enough to deliver information while it is hot and useful.  Effective handling of these requirements entails a strong focus on details as well as an ability to develop realistic solutions that keep the bigger picture in mind.