Key Result Areas

Domestic Business & Emerging Markets

Sr. No.
1
2
2.a.(i)
2.a.(ii)
2.a.(iii)
2.b.(i)
2.b.(ii)
2.b.(iii)

Index
Introduction How to read this document
Domestic Business Sales & Marketing
Regional Manager
Zonal Sales Manager
Sales Manager/ National Sales Manager
Product Executive/ Product Manager/ Brand Manager
Group Product Manager
Marketing Manager

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No.
2
3
4
5
6
7
8

INTRODUCTION How to read this document

1. What are KRAs?
Each role generally has a number of Key Results Areas or KRAs, which define the key areas that the employee
needs to, focus on and produce results in.
2. What are Goals?
Goals are subsets of KRAs identified, in order to achieve performance. Each of the goals is quantifiable. These
goals serve as criteria or measures for assessing your performance. The Goals meet the SMART quality criteria:
Specific, Measurable, Achievable, Result- oriented and Time-bound.
3. What are weights?
Each KRA has a weight assigned to it. Weights indicate the contribution of that particular KRA in your overall
objectives for the year. Weights can only be in multiples of 5. The addition of weights of all KRAs should be
equal to exact 100%.
4. Can I change the KRAs?
The KRAs are standardised for roles. Hence it is recommended that you dont change KRAs.
Disclaimer:
The KRAs are standard for all roles. However, the quantitative figures i.e. target numbers, ROS%, Budgeted
expenses have to be added by associates after discussion with the First Line Manager, as different divisions will
have different targets. For example, all RMs have- Achievement of 100% of Sales Target as a Goal. But the Sales
Target figure for Orion will be different from that of Taurus. So the target figure has to be specified by RMs
individually in discussion with their ZSMs.

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REGIONAL MANAGER
Sr.
No.
1

Key Result Areas

Goal

Weightage

Achieve Regional Sales Targets

Achieve sales and revenue targets by
implementing the sales strategy

1. 100% Target Achievement (60% of

weightage)
2. 90 % of brand wise target
achievement (10% of weightage)

70%

Call Average/ Doctor Coverage

Meet the targetted number of doctors on a
consistent basis/ Go for the requisite number of
calls on a daily basis
Acquire new customers and build relationships
with both existing and new customers

1. 95% Customer and Core Customer

coverage (including own and TMs')

10%

ROS & Collection Discipline

Meet the targetted number of chemists and
stockists consistently
Achieve target amount of chemist booking
Maintain retail order sales thus ensuring
timeliness of supply and product availability
Ensure that the collections are made on a
timely basis

1. ROS as _____% of Sales

2. Collection Discipline i.e. DSO (Days
Sales Outstanding) target 30 days

10%

1. Attrition < 25%

10%

Attrition/ Retention
Able to guide and motivate team appropriately
in order to curb attrition

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ZONAL SALES MANAGER

Sr.
No.
1

Key Result Areas

Goal

Achieve Zonal Sales Targets

Monitoring implementation of sales
strategy and achieving sales and revenue
targets

1. 100% Sales Target and Brand wise

Target Achievement (60% of weightage)
2. New Product Target Achievement (10%
of weightage)

70%

ROS & Collection Discipline

Ensure that the collections are made on
a timely basis
Build up of ROS as % of Sales
Build up of customer coverage

1. ROS as _____% of Sales

2. Collection Discipline i.e. DSO (Days
Sales Outstanding) target 30 days

10%

Team Management & People

Development
Able to delegate work to team
appropriately and monitor their
performance regularly
Develop the capabilities of the
reportees by ongoing coaching and
regular performance reviews
Able to guide and motivate team
appropriately in order to curb attrition
Customer Coverage & Marketing
Activities
Build up of customer coverage
Able to ensure successful
implementation of marketing strategy by
the field force

1. Developing at least 1 RM to be able to

take on higher responsibility
2. Attrition < 25%

10%

1. 95% Customer Coverage

2. 90% of targeted activities

10%

Weightage

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SALES MANAGERS/ NATIONAL SALES MANAGERS

Sr.
No.
1

Key Result Areas

Goal

Weightage

Achieve Sales Targets

Monitoring implementation of sales strategy
and achieving sales and revenue targets

1. 100% Sales Target (60% of weightage)

2. 95% Brand wise Target (10% of
weightage)

70%

Team Management & People Development

Able to delegate work to team appropriately
and monitor their performance regularly
Develop the capabilities of the reportees by
ongoing coaching and regular performance
reviews
Able to guide and motivate team
appropriately in order to curb attrition
Able to network in the industry and do timely
vacancy management

1. Number of RM, ZSM, TM developed

and are ready to take on higher level of
responsibilities - % Achievement
2. Attrition < 25% & Vacancy
Management

10%

Establish new products & collaboration with

internal and external customers
Able to launch and establish new products
successfully in collaboration with the
marketing team
Able to enlist support and recommendations
of Key Opinion Leaders for the same

1. 90% of New product Target

10%

Expense Management
Ability to work with the philosophy of profit
maximization and cost minimization with
resource optimization
Build up of customer coverage

1. 95% of achievement of Expense

budget as a % of sales

10%

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PRODUCT EXECUTIVE/ PRODUCT MANAGER/ BRAND MANAGER

Sr.
No.
1

Key Result Areas

Goal

Weightage

Brand Sales and Management

Develops the Annual Brand Strategy and Plan
Manages brand profitability and sales targets
Responsible for brand communication and
management
Monitor promotional expenses month on
month to be within the budget
Develop promotional material in alignment
with the brand strategy
Plans and organises the timely and qualitative
execution of all promotional plans
Prepare Visual Aids, Leaflets, advertisement,
training manuals etc
Able to comply with timelines and deliver
efficiently
Has to work in the field for 8 days a month

1. 100% target achievement of

brand budget

80%

Marketing Expenses
Control & Management of marketing related
expenses

1. 95% target of marketing

expenses

20%

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GROUP PRODUCT MANAGER

Sr.
No.
1

Key Result Areas

Goal

Weightage

Delivering on Brand Budgets

Responsible for overall brand communication and
promotional campaigns
Increase market share
Manage portfolio profitability and sales targets
Responsible for strategic business development &
portfolio gap analysis
Design strategic marketing plan
Ensures implementation of the marketing
strategies
Monitors brand campaign and input effectiveness
Has to work in the field for 7 days in the month

1. 100% Target Achievement

of Brand Budget (P&L)

60%

Marketing Expenses
Control & Management of marketing related
expenses

1. 95% target of marketing

expenses

20%

Successful Launch of New Products

Successfully launch new products
Identify product/ therapy opportunities in short &
medium term

1. 90 % achievement of New
Product target

15%

Timely input delivery to Sales Teams

Frequent communication with ZSMs on primary
and secondary sales progress
Able to monitor, evaluate and communicate
effective sales management

1. OTIF of inputs to be > 95%

5%

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MARKETING MANAGER
Sr.
No.
1

Key Result Areas

Goal

Weightage

Delivering on Brand Budgets

1. 100% Target Achievement of
Responsible for overall brand communication
Brand Budget (P&L)
and promotional campaigns
Increase market share
Manage portfolio profitability and sales targets
Responsible for strategic business
development & portfolio gap analysis
Design strategic marketing plan
Ensures implementation of the marketing
strategies
Monitors brand campaign and input
effectiveness
Has to work in
the field for 7 days a month

65%

Successful Launch of New Products

Successfully launch new products
Identify product/ therapy opportunities in
short & medium term

1. 90 % achievement of New
Product target

25%

Team Management
Encourage high level teaming and
performance for achievement of business
objectives
Processes in-depth brand knowledge to guide
the team to apply in everyday activities
Facilitates open discussions and encourages
knowledge sharing
Adept at conflict resolution

1. Develop atleast 1 PE/PM/BM to

take on higher responsibility
2. Attrition % <25%

10%

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