Integrace Health Enables Sales Team From the Top Down with Mindtickle

Overview

Integrace Health is a leading healthcare company in India, offering innovative solutions in orthopedics and gynecology. Ranked 71 among the top 100 pharmaceutical companies in the country, Integrace specializes in the management of musculoskeletal disorders, pain management, and women’s health.

Sales training adoption is driven from the top

When Shukre joined Integrace Health, the company was still a startup, and he was the first person to have functional responsibility for sales training. Integrace Health had already implemented Mindtickle in one of its divisions, but the platform was not utilized to its full capability and lacked consistency.

Shukre knew that, for success, his sales enablement initiatives needed to be adopted at all levels of the sales hierarchy. “Sales will always have resistance to something that is not going to directly influence their outcome. Rather than go through each rank of the sales hierarchy, I started developing champions with the division heads first,” he said.

Christina Anderson, Head of Content, estimated that the sales and marketing teams spent too much time finding, managing, and sharing content. This equated to an average of 2-5 hours a week alone because sales content was saved on Asana or Google Drive, and marketing was spending time responding to sales’ Slack questions about content.

This was not easy, given that some parts of the organization relied on WhatsApp groups and presentations of 60+ slides to train their sales teams. Shukre focused on ensuring leadership understood the extensive features and value of the Mindtickle platform and how to apply it to facilitate more engaging field communications.

During this time, Integrace Health had also acquired a new business focused on women’s health, that was not as sophisticated in its controls and behavior as other parts of the business. This created inconsistency across enablement initiatives in the organization.

Platform knowledge was critical to building technical skills

Integrace Health implemented an Annual Operating Plan (AOP) that included several key requirements with implications for sales training. One of these was taking a scientific approach and building skill sets at three levels: sales reps, first-line managers, and second-line managers.

To ensure these parameters were met, Shukre first needed to make sure everyone knew how to use Mindtickle properly so that the platform could then be used to build their technical skills. To achieve this, he familiarized people with the Mindtickle platform by introducing an induction model for all users, including managers; creating a dashboard shared with frontline managers; certifying users on Mindtickle after viewing videos, a demo, and a guide on the platform; requiring each person to spend at least 30 minutes on the platform each day, and educating marketing personnel on how to ensure all enablement content is straightforward to consume.

Obliging managers to use Mindtickle was a stroke of genius. “Now that managers are driving enablement for their teams, Mindtickle adoption has skyrocketed,” Shukre explained.

The manager’s Mindtickle induction involved a high-level walkthrough of the platform, including the various modules to drive learning, engagement, and communications. It also discussed the importance of Missions reviews and how to conduct them. Managers were then required to complete mock-up modules over the next week and asked to provide feedback.

Mintickle’s virtual readiness platform also enabled sales reps to understand and practice sales pitches and review audio clips with product details available at any time. New hires are provided with multilevel onboarding content to build comprehensive knowledge about the organization, like IT assets, escalation matrices, and appraisal processes. As knowledge increases, the individual progresses to the next level of content.

As sales capability improved, so did training efficiency

These sales readiness initiatives have made a significant difference to Integrace Health. Originally Shukre expected to onboard new hires in 22 days, but now onboarding takes just five days. “I’ve even reduced my administrative time drastically. Because the framework I’ve built is repeatable, anyone joining the company needs to be assigned to their team to start receiving the relevant programs on Mindtickle. Previously, I would have had to recreate these onboarding frameworks for each new cohort,” he explains.

Looking forward, Shukre is focused on several initiatives that will allow him to continue to develop and optimize enablement programs by providing tangible data and results. These include:

• Conducting a quarterly knowledge assessment of all sellers and managers to identify improvements
• Introducing new training modules that focus on specific aspects of doing business
• Increasing adoption of enablement programs by sending follow-ups and reminders to users and frontline managers
• Putting reps’ knowledge into practice by further developing role-play capabilities using Missions
• Developing frontline manager skills by training them to coach the next level of management
• Introducing sales call script certifications on Mindtickle that involve a six-day course, assessment and video, and product communication submissions