Sales Force Productivity Conference ● 15-17 October 2018 ● Ritz-Carlton, Atlanta ● © 2018 The Sales Management Association. All rights reserved.

Sales Force Effectiveness at GE Healthcare

Presented by :

KEITH BLYSTONE, GE Healthcare

JEFF HOOVER, GE Healthcare

2Sales Force Productivity Conference© Copyright 2018 The Sales Management Association. All rights reserved.

OUR PRESENTERS

KEITH BLYSTONE

GE Healthcare

JEFF HOOVER

Executive Global CommercialLearning

ExecutiveCommercial Excellence and Insights

GE Healthcare

319 October 2018SMA Presentation

• Share the scope and approach of SFE

• Elaborate on key differentiators we see for SFE in the marketplace

• Describe the contemporary approach we are taking for Learning & Development as a key element of SFE

• Answer your questions

This session details the contemporary Sales Force Effectiveness (SFE) approach that GE Healthcare has designed, implemented and executed to provide a competitive advantage in the

healthcare marketplace. We will:

Purpose Today

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Disclaimer

This presentation is based on our experience at GE Healthcare and is provided as an illustration of how Sales Force Effectiveness can work at a company like ours. Some concepts and strategies may not apply

to your organization.

Disclaimer

5

19 October 2018SMA Presentation

GE Healthcare: At a Glance

• 1896 GE founded

• $19B 2017 revenue

• 54,000 Employees

• +140 Countries

• ~6MM Medical technologies used in hospitals

worldwide

• 3B Exams performed per year on GE imaging

machines

• +$1B Invested in R&D annually

• 100% of the top 10 biologic drugs use GE

technologies

• ~17,540 Babies a day born with the help of GE

equipment

Digital

AI, Analytics, Enterprise Imaging, Care Area

workflow , GE Health Cloud

Mobile Diagnostics

& Monitoring

Ultrasound, clinical care solutions,

monitoring, mobile health

Life Sciences

Bioprocess, protein and cell science,

contrast media and nuclear tracers, cellular

and gene therapy

Diagnostic Imaging

& Service

Magnetic resonance, computed

tomography, molecular imaging, women’s

health, radiology, surgical and

interventional, service and solutions

By the NumbersOur Business

In-Vivo + In-Vitro Decision making Therapy innovation Therapy delivery Monitoring

Precision Diagnostics Precision Therapeutics Precision Monitoring

Protocol driven Fragmented, manual Costly & risky R&D Complex, unguided Focused on the sick

Highly personalized Integrated & AI enabled Precisely targeted Simplified & precise Focused on health

From

ToEnabling Precision Health

Our Approach to Sales Force Effectiveness

Delivering on the Promise of Precision Health

DiagnosticsTherapeuticsMonitoringEquipment

ServicesSystems

Processes

Improving Lives in Moments that Matter

PeoplePrinciples

Outcomes SolutionsCustomer Focus

InnovationAI

Other Technologies

Strategy Execution

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Sales Context

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Multiple products & services delivered into multiple customer types and clinical specialties

Stakeholder customers at all levels from C-Suite to technicians to procurement

Sales cycle depends on the equipment or service delivered ranges from 3 months to 2 years

Highly mobile sales force

Mix of direct selling and utilization of indirect channel partners

Outcomes-based selling approach

SFE’s Value Prop

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Market & Account Segmentation

Account Prioritization &

Targeting

Sales Design & Sizing

Indirect Channel Partnership

Right Sales Professional Right Customer Right Motivation Enabled by the

Right

Developmental Opportunities

Digital ToolsTalent, Incentives &

Rewards

Performance Management

Account Segmentation Sales Design & SizingAccount-focused classification of >220k accounts based on market revenue, position, and account type

Digital Tools

Examples of SFE

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Optimization of 8k+ sales professionals and 2,500+ channel partner organizations to enhance outcome delivery for customers

Contemporizing of CRM, quoting, variable compensation & analytics platforms to cloud-based, scalable solutions

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Learning & Development’s Impact on Sales Force Effectiveness

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Work is changing

12

20th Century Work

• Factory

• Efficiency + predictability

• Hierarchical + linear

• Mass production

• Knowledge is power

• Command + control

21th Century Work

• Living network

• Uncertainty + adaptability

• “Wire-archy” + multi-directional

• Mass collaboration

• Sharing is power

• Control environment, not people

Factory Network

Adapted from Lean Learning Speeding the Shift to 21st Century Webinar – Peter Talmers, Slalom March 2018

How GE Healthcare is on the leading edge

Global Commercial Learning 13

• Fragmented & inconsistent learning • Established learning standards & governance

• Limited or no accountability for learning • Certification standards with incentives

• Traditional event-based, face-to-face training

• Bite-size modules on-demand: any device, anywhere, anytime

• Knowledge acquisition and knowledge application are not optimized

• Separate knowledge acquisition activities from knowledge application activities

• Lack of sustained, applicable & on-the-job learning • Pre & Post learning principles

• Online learning solutions are dated & unengaging

• Revamped digital solutions focused on user-experience

• Duplication & rework of learning • Digital platforms to enhance consistency and remove duplication

• No KPI impact measures • Established metrics

From: To: Evolution of L&D

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At GE Healthcare our

employees’ agility to learn

is a competitive

differentiator and a

seamless part of the

normal flow of work.

Global Commercial Learning

Design, develop & run world-class programs:

•Ascend – Outcomes POV

• Sales Leadership Academy

•Channel Management Academy

• L&D Ecosystem – Sales Specialist

Provide technology and digital learning tools:

•Digital Learning Library

•Commercial LMS

• Testing new technologies and

expanding best practices

Create an environment of learning excellence:•Global standards & governance

•Communications Strategy

• Stakeholder management to

drive behavior changes and

contemporary thinking

TechnologiesPrograms Leadership

Our Vision Our Purpose

To create a sustainable

learning culture focused

on a phenomenal end-

user experience.

What we DO.

Through a blended approach, we will double the amount of learning available by 2020 without pulling the sales force out of the field, incurring travel cost, or hiring an army of trainers. To accomplish this, we are increasing our digital and virtual footprint.

Double the Amount of Learning by 2020

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One of our Principles: “Pre & Post, give you the most!”

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Focus on getting the basics right and double down on high impact needs where a gap exists and a difference

is noticeable1We believe in focus and transparency to communicate our why, where, what and when so that everyone feels

they are playing a winnable game2There are many good ideas from employees in any

organization. The hardest thing any organization will face is saying no to those good ideas3

Three Key Takeaways for Today

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Q & A PLEASE BE SURE TO SPEAK INTO THE MICROPHONE. WE’RE RECORDING!

© Copyright 2018 The Sales Management Association. All rights reserved.18

KEITH BLYSTONE

ExecutiveCommercial Excellence and Insights

GE Healthcare

JEFF HOOVER

ExecutiveGlobal Commercial Learning

GE Healthcare

Jeff.Hoover@ge.combit.ly/2IP2ddK

keith.blystone@ge.combit.ly/2RGmrKQ