The power of data in Veeva CRM
Veeva CRM is an essential solution for regulated industries, particularly in the pharmaceutical and life sciences sectors. However, the abundance of data available in a CRM does not always guarantee its optimal use. The key lies in customising reports, a powerful lever for transforming raw data into actionable insights.
In this article, find out how to optimise your analyses with tailor-made Veeva reports. We'll look at concrete techniques, advanced tips and practical examples to get the most out of your CRM.
Why customise your reports?
Specific needs for unique objectives
Each company, and indeed each team, has its own priorities. A marketing manager will want to understand the ROI of his campaigns, while a sales manager will be more interested in monitoring the performance of his team. A generic report is therefore likely to lack relevance and clarity.
Customisation allows you to :
- Focus on key KPIs Filter out unnecessary information to save time.
- Facilitating decision-making : Give each user a precise view of the data that matters to them.
- Improving team buy-in Tailor-made reporting improves CRM adoption by making it more useful.
The strategic impact of customised reports
Well-constructed reports are not only useful for observing, but also for act :
- Anticipate market trends with consolidated data.
- Optimise performance with segmented analyses (by region, product or channel).
- Reinforce compliance by generating reports tailored to regulatory audits.
Steps to successful customisation
Step 1: Understanding your business needs
Before diving into Veeva CRM, ask yourself the right questions:
- What are your main objectives?
- Who will use these reports?
- What decisions will be taken on the basis of this data?
A concrete example A sales team might need a summary table of current opportunities, with columns such as :
- Customer name
- Opportunity stage
- Estimated amount
- Expected closing date
Step 2: Identify available data
Veeva CRM offers a wide range of standard and custom fields. Analyse your key objects, such as :
- Accounts Data on your customers or partners.
- Call History of field interactions.
- Controls Financial or logistical data.
Also check the relationships between these objects to create cross-reports, which combine several data sources.
Techniques for customising reports
1️⃣ Precise filtering for targeted insights
Use the advanced filters to retain only relevant data. For example, segment accounts by geographical region or customer type (wholesalers, hospitals, pharmacies).
Tip: Incorporate time-based criteria, such as "last 30 days", for dynamic monitoring of recent activities.
2️⃣ Custom columns and calculations
Add calculated fields to your reports to obtain enriched information. For example :
- Calls/effectiveness ratio to assess the productivity of field teams.
- % increase in sales compared with the previous quarter.
3️⃣ Visual graphics
Tables are informative, but graphs make it easier to quickly understand trends. In Veeva CRM, you can integrate bar, line or pie charts directly into your reports.
Tip: Customise the colours to highlight performance or deviations from targets.
Advanced tips for optimising your reports
Use dashboards to group together several reports
A dashboard lets you see several indicators at a glance. Combine different reports (e.g. call performance, order tracking) to provide a coherent overview.
Create automated reports
Automate the generation and sending of periodic reports. This ensures that your teams receive up-to-date data without any manual effort.
Real-life use cases
Imagine a pharmaceutical company wanting to monitor the efficiency of its field teams. Here's an example of a customised report:
- Objective Measuring the impact of medical check-ups on sales.
- Fields included Name of doctor, date of visit, product promoted, associated order, amount of sales.
- Related graph A curve showing changes in sales per doctor, correlated with the number of visits.
Mistakes to avoid
Please avoid the following errors:
- Too much data Avoid information overload. Prioritise your KPIs for a readable report.
- Lack of coherence : Harmonise formats (currencies, dates, etc.) to make them easier to read.
- Ignoring user feedback : Develop your reports based on feedback from your teams.
Personalising reports in Veeva CRM is a strategic move that requires a good understanding of your objectives and CRM functionalities. By applying the best practices and tips presented in this article, you can turn your data into performance drivers for your business.
Need help optimising your reports? Contact me for personalised support.
