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Julian Tompkins, President of Ashfield Commercial and Clinical joined panellists from McKinsey, ALK and GSK for an eyeforpharma debate.

To stay at the cutting edge, your sales and marketing plans need to go with the flow. You must respond instantly to market changes and real-world insights, right down to the front line. You need to be able to quickly and competently resource teams as your marketing managers test new campaigns and iterate more frequently.

Flexibility and dynamism in your sales model are now just as important as core capabilities and messaging. Tomorrow’s winners are likely to be the companies that build a foundation that enables rapid-reaction changes in workforce and in message, across multiple channels simultaneously. Rigidity and complexity are our real enemy.

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