Driving Intelligent Task Management Through Veeva CRM and Salesforce Integration
The Challenge
A global biopharma had a need to make their commercial operations more connected across field and marketing teams. The company was using Veeva CRM for managing sales representatives and Key Account Managers (KAMs), along with Salesforce Marketing Cloud (SFMC) for digital engagements. However, as more interactions happened through emails and journeys, the number of follow up tasks increased rapidly and needed better control and visibility.
- Task Assignment Control
Tasks were being created from every digital interaction which led to too many assignments being generated from similar HCP activities. There was a need to qualify and control which engagements should create follow up actions.
- Ownership Continuity
As sales reps changed roles or moved to different regions, task ownerships were affected. A consistent process was needed to keep the right mapping between HCPs and field users.
- Task Context and Relevance
Many tasks triggered through Marketing Cloud lacked context on what the next step should be or how the HCP had engaged previously. This made it difficult for the field team to take targeted follow up actions.
- Unified Engagement View
Digital and field engagement data existed in separate systems. Bringing these together was important to improve how the teams understood conversions and field effectiveness.
Our Solution
Agilisium, together with TCS, enabled a unified Salesforce and Veeva CRM environment that ensured only qualified digital engagements would create tasks for the right users. The objective was to make sure field teams received relevant actions with context and accuracy, supported by continuous system synchronization.
Integration of SFMC and Veeva CRM
Salesforce Marketing Cloud and Veeva CRM were connected so that HCP engagements were tracked and tasks triggered only from valid interactions. Bot generated clicks and false triggers were filtered to maintain data quality.
Qualified Task Routing
Only active users with CRM access received new task assignments. If there were changes in territories or user roles, tasks could be reassigned without delay or manual effort.
HCP Level Mapping
A country level HCP mapping process was created to ensure that every engagement connected the correct field representative with the right HCP.
Contextual Task Insights
Each task included summarized engagement data and follow up suggestions to help the field user act based on real HCP behavior.
Balanced Task Distribution
Task limits were placed on each campaign and journey, ensuring field teams focused on meaningful engagements instead of being overloaded.
The Outcomes
Connected Commercial Framework
Sales and marketing teams now operate in a synchronized environment where Veeva CRM and Salesforce Marketing Cloud share engagement data seamlessly.
Improved Field Productivity
Tasks are more relevant and actionable, helping the field team focus on the right HCPs with better follow up precision.
Stronger Alignment
Marketing and commercial operations gain unified visibility on performance and engagement results, supporting data backed decisions.
Scalable for Growth
The integrated system continues to support expansion across therapeutic areas, keeping consistency as new programs are added.
