Case studies
Linking Omnichannel spend to sales outcome in one model
An Omnichannel measurement model that connects engagement spend to sales outcome in one leadership view.
The challenge
For the business
Field and channel spend could not be tied to sales outcome, so budget decisions relied on habit.
For HCPs
High-potential HCPs were not reached consistently with the right channel mix.
What we delivered
- Layered spend-to-outcome model
- City and territory diagnostics with a leadership readout
- Monthly Omnichannel impact reporting
Outcomes and how they are tracked
Business outcome
Budget redirected to high-potential territories
Leading KPIs tracked
- 5 to 10 ptsmore activity in high-potential areas
- Monthlyspend reviewed against outcome
Customer outcome
High-potential HCPs reached with a matched channel mix
Leading KPIs tracked
- 5 to 10 ptsmore high-potential HCPs reached per cycle
- +1channel per high-potential HCP
Leading KPIs are indicative targets agreed with each client against its own baseline. Business results follow over later cycles.
- Client
- Global pharma, local affiliate
- Where it fits
- Affiliates that must defend or reallocate field and Omnichannel budget.
- Service
- Omnichannel impact measurement and ROI
Facing a similar challenge?
A 45-minute working session is the simplest way to test whether a similar approach fits your team and planning cycle.
Last updated 31 October 2026