Uneven Landscape

Quality over quantity, a more tenured sales force, and yes, even some exciting double-digit growth were bright spots for pharma in 2008, a year which saw company giants begin to rightsize their sales forces and pull back from the "arms race" mentality. The number of reps dropped by as much as 8 percent by May, when the Hay Group Annual Sales Force Effectiveness Study was conducted—signaling, for many companies, a more turbulent year ahead.

With these reports, amid economic uncertainty, one might speculate that those who are employed are staying put. The fact is that even with fewer sales reps overall, they're still in demand ... and they're still on the move. Certain segments of the industry are expanding—a fact not lost on sales staff, as voluntary turnover has remained high, or even increased, among some employee groups. In this environment, companies dare not become complacent in policies to retain top performers. In fact, applying extra rigor to human capital during an economic downturn can deliver a sustainable advantage.