The power of data in Veeva CRM
Veeva CRM is a must-have 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 report customizationa powerful lever for transforming raw data into actionable insights.
In this article, find out how to optimize your analyses with tailor-made Veeva reports. We'll cover concrete techniques, advanced tips and practical examples to help you exploit the full potential of your CRM.
Why customize your reports?
Specific needs for unique objectives
Each company, and indeed each team, has its own priorities. A marketing manager will be looking 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.
Customization 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 customized reports
Well-constructed reports are not only useful for observing, but also for act :
- Anticipate market trends with consolidated data.
- Optimize performance with segmented analyses (by region, product or channel).
- Reinforce compliance by generating reports tailored to regulatory audits.
Steps to successful customization
Step 1: Understand 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 made 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
- Scheduled closing date
Step 2: Identify available data
Veeva CRM offers a wide range of standard and customized fields. Analyze 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.
Report customization techniques
1️⃣ Precise filtering for targeted insights
Use the advanced filters to retain only relevant data. For example, segment accounts by geographic region or customer type (wholesalers, hospitals, pharmacies).
Tip: Integrate temporal criteria, such as "last 30 days", for dynamic tracking of recent activity.
2️⃣ Custom columns and calculations
Add calculated fields to your reports for 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 charts make it easier to quickly understand trends. In Veeva CRM, you can integrate bar, line or pie charts directly into your reports.
Tip: Customize colors to highlight performance or deviations from targets.
Advanced tips for optimizing your reports
Use Dashboards to group multiple reports together
A dashboard lets you view multiple 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 dispatch of periodic reports. This ensures that your teams receive up-to-date data without manual effort.
Real-life use cases
Imagine a pharmaceutical company wanting to track the efficiency of its field teams. Here's an example of a customized report:
- Objective Measuring the impact of medical visits on sales.
- Fields included Name of doctor, date of visit, product promoted, associated order, sales amount.
- Related graph A curve showing the evolution of sales per doctor, correlated with the number of visits.
Mistakes to avoid
Please avoid the following errors:
- Too much data Avoid information overload. Prioritize your KPIs for a readable report.
- Lack of coherence : Harmonize formats (currencies, dates, etc.) for easy reading.
- Ignore user feedback : Keep your reports up to date with team feedback.
Customizing reports in Veeva CRM is a strategic move that requires a clear understanding of your objectives and CRM functionalities. By applying the best practices and tips presented in this article, you'll be able to transform your data into performance drivers for your business.
Need help optimizing your reports? Contact me at for personalized support.
