Agile and Design-Based Methodologies in Sales and Service Delivery: The Application of Design for Execution to Field Teams in the Pharmaceutical Industry

Abstract

Agile and design-based methodologies are the trend in transformation management and organizational development. Methodologies such as Design Thinking are well established in the development of products and services. These approaches bear the potential for iteration and adaptation to the specific needs in the execution of the business and, in particular, engagement with customers. Rather than the design of products and services, the design of the delivery of these products and services will be the focus of this chapter.

Design for Execution provides the modular toolbox optimized for the needs, challenges, and dynamics of customer-facing and field teams in business execution. It allows for picking the right flow for the required task in the preparation, execution, and follow-up from customer touchpoints. With its robust, design-based structure it guides the team in agile and customer-focused thinking and working. The Design for Execution toolbox prepares field teams for the facilitator- or peer-led design sprints that continuously improve the interface to the customer. The different Design for Execution flows tailor and focus team activities on specific aspects and tasks while engaging and empowering the team members. They create the agile and solution-focused environment required for successful business execution in diverse organizations in volatile environments.

In the context of transformation initiatives, Design for Execution provides the engagement of the individuals and teams in a customer-facing organization in shaping part of their own future. This bottom-up updating and continuous improvement of the customer engagement approach helps in the deployment of change solutions and links change solutions into actual business execution. Consequently, the Design for Execution methodology becomes the tool for navigating the customer-facing organization within the travelling organization.