Commercial Resource Optimization

Commercial Resource Optimization

In the fast-paced and competitive world of Life Sciences, efficient and optimal commercial resource allocation is the key to accelerated growth and sustainable financial success.

Specialized in Commercial Resource Optimization, we provide our clients with the strategic tools and profound expertise to maximize the utilization of their resources while minimizing costs and inefficiencies. Based on thirty years of sales force strategy projects, our team of experienced consultants collaborates closely with our clients to analyze their commercial operations comprehensively, identifying areas for improvement and implementing technology-enabled, data-driven solutions to quickly optimize sales and marketing strategies and commercial operations.

Whether streamlining sales force deployment, optimizing customer engagement through multiple channels, or enhancing market segmentation, our tailored approaches ensure that every resource is utilized to its fullest potential, driving sustainable growth and maximizing commercial success. Maximizing your existing commercial resources by allocating your sales force effort across customers and the brand portfolio adds significant value without even adding cost to your business.   With us as your partner, unlock the power of Commercial Resource Optimization and let us help you with accelerated top-and bottom-line growth to stay ahead of your competitors.

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Steve Maughan

Partner

Joey Domagala

Manager

Ralph Heuser

Senior Advisor

Our Capabilities

Resource Allocation Strategy

We specialize in crafting effective Resource Allocation Strategies that drive peak performance and sustainable growth. With a keen eye on your business objectives, we meticulously analyze your available resources and allocate them strategically to maximize revenues and profitability. Making sure that sales forces call on the right customers and focus on the right brands generates significant incremental value without adding cost to the business. From financial assets to human capital, we ensure every resource is harnessed to its full potential, empowering your organization to stay agile and competitive in dynamic markets.

Customer Segmentation and Targeting

Customer Segmentation and Targeting is fundamental for meeting the needs of your customer audience. Through deep data analysis and market research, we divide your customer base into distinct segments based on their characteristics, needs, and sales potential. With this profound understanding, we develop customized commercial strategies that resonate with each segment, optimizing engagement and interactions. By reaching the right audience with the right message at the right time, we help you build productive customer relationships and fuel incremental revenue growth.

Sales Force Sizing and Structure

Sales Force Sizing and Structure is an impactful driving force for incremental sales growth and your overall commercial productivity. We analyze your sales goals, product portfolio, market opportunities, current sales force resources, and customer needs to determine the optimal size and composition of your sales force. By carefully considering different scenarios regarding your commercial resource allocation, we ensure that you have the correct number of skilled sales professionals in the right territories, enabling maximum coverage and customer engagement. With our strategic approach, your sales force becomes a well-oiled machine, poised to accelerate revenue growth and outperform the competition.

Multi-Channel Optimization

Multi-Channel Optimization is the art of strategically utilizing commercial and distribution channels to their fullest potential. We delve deep into your target markets, customer preferences, and industry trends to pinpoint the perfect mix of commercial channels and the best ways of customer engagement. We streamline your distribution network with precision and insight, ensuring seamless customer experiences and expanded market penetration. This includes our unique approach for optimizing resource allocation across different customer engagement channels in which we determine the optimum mix of face-to-face and digitally enabled activities for customer communication (such as telesales, webinars, or virtual calls). Our strategic guidance helps you tap into new revenue streams, optimize commercial resource deployment across multiple channels, enhance brand visibility, and finally gain a competitive edge in a fast-changing technology-driven market environment.

Sales Territory Design

One of our key areas of expertise is Sales Territory Design, whether it is to design and optimize sales territories for you or to give you direct access to our number-one selling flagship software suite, AlignMix. AlignMix creates balanced, productive sales territories in record time. We help you avoid any pitfalls and benefit from best practices in realizing incremental growth from optimized territory design and better customer service. On the consulting side, we help you improve your current territory design through meticulous data-driven analysis and our proven methodology to expand customer coverage, focusing on high-potential customers and ensuring a balanced workload for all your sales territory managers. The resulting optimized geographic commercial resource allocation will generate significant incremental top-and bottom-line growth and give you the confidence to get the most out of your existing sales teams.

Launch Planning

Launch Planning is vital for any successful product introduction. We craft thorough launch strategies that ensure your product takes off with impact and resonance. From defining target markets to orchestrating commercial campaigns, we leave no stone unturned in preparing for a flawless, high-impact launch. Additionally, we help you determine the optimum commercial resources to launch your new brand, keep your existing portfolio well-supported, and avoid painful sales losses. Our team's expertise will guide you through every step, from setting clear launch objectives, anticipating potential challenges, and mapping out a detailed strategic launch plan and how this is best implemented into daily commercial execution way beyond the initial launch phase.

Contact Us

Steve Maughan

Partner

Joey Domagala

Manager

Ralph Heuser

Senior Advisor
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Global HQ

Schlossmühlestrasse 9
8500 Frauenfeld
Switzerland

UK Office

2 Eaton Gate
London SW1W 9BJ
United Kingdom

US Office

1540 International Pkwy.
Suite 2000 Heathrow.
Florida, 32746 USA

Glenn Granger

Senior Advisor

Glenn has spent 30 years in the field of marketing, sales force and pricing analytics; measuring the effectiveness of these marketing drivers and advising clients on how to optimise future profits. Glenn has worked in over 30 countries and has worked across many B2C industry sectors such as telecoms, pharma, consumer goods, electronics, automotive.

  • Glenn co-founded Edge Consulting - a firm specialising in marketing, sales force & pricing analytics and optimisation strategies. Edge was acquired by the consulting company Accenture to establish the Accenture Marketing Sciences group.
  • At Accenture, Glenn was responsible for sales, innovation and delivery across EMEA in his role as EMEA Marketing Sciences Director.
  • Glenn was a founding partner and CEO of marketingQED. marketingQED developed a suite of machine learning powered econometric marketing effectiveness and pricing software, for use by marketing teams to accurately link the effect of the marketing mix to market performance. marketingQED had dozens of clients around the world using the tools to plan marketing spending and allocation.
  • Glenn was a Senior Director at the Boston Consulting Group, leading the Marketing and Digital Catalyst group, with ownership of the global P&L. The marketing catalyst suite of SaaS tools were deployed into client organisations to assist marketing teams to plan and optimise marketing spend across all media channels, countries and brands. The Digital Catalyst SaaS solution collects, harmonizes, and visualizes data from multiple sources in one common framework providing a single source of truth to monitor digital marketing activities.
  • Glenn worked on a project for the UK Government’s Department of Health marketing group, to evaluate the marketing effectiveness on campaigns such as tobacco, stroke, sexual health, alcohol and obesity.
  • Glenn is the author of Raindancing : How Rational beats Ritual. The book sets out the case for using data to inform marketing decision making.

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Expertise:

Marketing, Sales, Pricing, Analytics

Former Experience:

Boston Consulting Group, Accenture, marketingQED, Edge Consulting

Education:

BA Mathematics, University of Oxford

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James Walker

Senior Advisor

James has more than 35 years experience applying analytics to marketing, sales, pricing and customer challenges.  He worked originally in advertising – and pioneered the application of quantitative techniques and computer based models for media planning.  James was Media Development of JWT, later Worldwide Chairman of MindShare ATG.  He was then part of the Brand Science and Edge analytics start-ups; Edge exited to Accenture.  James was President International for Accenture Marketing Sciences, overseeing Accenture’s marketing analytics work across EMEA, LatAm and APAC.  He built on his experience by then joining Prophet as a Senior Partner to lead analytics for brand strategy/ brand valuation as Global Head of Analytics.  James worked at Booz as EMEA Lead Partner for Analytics, and OC&C as Global Head of Analytics – with a mix of Deals support/ PE value creation, and Strategy projects.

James has worked on more than 300 projects in 40+ countries.

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Expertise:

Marketing, Sales, Pricing, Customer, Analytics

Former Experience:

OC&C, Booz, Prophet, Accenture, Edge, Brand Science, MIndShare, J. Walter Thompson Co.

Education:

BSc Econ London School of Economics

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Amanda Gray

Software Support Specialist

Introducing Amanda, a German native who has found her home in the vibrant city of St. Petersburg, Florida. Armed with a BA in Psychology from the University of Maryland, Amanda brings a unique blend of cultural insight and academic prowess to our team. Her journey into the Software industry, fueled by a genuine passion for understanding human behavior, led her to join forces with industry veterans Joey and Steve. As a recent addition to our team, Amanda has embraced the challenge of mastering AlignMix, dedicating herself to ensuring our clients optimize their sales territories to the fullest. Beyond her professional endeavors, Amanda indulges in a quirky interest – memorizing all the state capitals, a testament to her boundless curiosity and commitment to continual learning.

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Expertise:

Territory Optimization, customer support

Education:

BA in Psychology from the University of Maryland

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Albert Figueras

Data Analyst

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Expertise:

Data Engineering, Data Analysis and Machine Learning with Python, R, SQL

Former Experience:

Project Manager, Volkswagen Group

Education:

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Gian-Luca Tobler

Operations Manager

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Expertise:

Accounting, Human Resources, Operations Management

Former Experience:

Amazon Inc.

Education:

BSc Psychology

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Jürg Baggenstoss

Partner

Juerg holds a PhD in Chemistry/Food Technology from ETH Zürich and an MBA in General Management from Cranfield School of Management, and brings over 15 years of experience in management consulting and consumer & health industries. He previously worked in Nestlé R&D and in Kearney’s PE/M&A practice. Juerg is an expert for M&A, strategy and transformation, and he delivered numerous projects with industry and PE clients along the complete M&A cycle: from inorganic strategies to commercial due diligence and merger integration, carve-outs, post-acquisition value creation and transformation.

LinkedIn

Expertise:

M&A, commercial strategy, R&D and innovation

Former Experience:

Kearney, Nestlé

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Larry Levine

Senior Advisor

Larry holds a BA in Economics from Binghamton University and an MBA in Marketing from the University at Buffalo, and brings over 30 years of experience in commercialization, management and consulting in the Life Sciences space. He previously worked in sales, sales management and as head of Commercial Excellence at Eli Lilly and Elanco. Larry is an expert in commercial optimization, improving the productivity of sales organizations at launch and throughout the product life cycle

LinkedIn

Expertise:

Commercial Excellence, Sales Optimization. Product  Life Cycle management

Former Experience:

Eli Lilly and Company, Elanco Animal Health, Vivor

Education:

BA Economics, Binghamton University, MBA Marketing, University at Buffalo

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Arthur Redpath

Data & Insights Senior Leader

Arthur Redpath is a native of Scotland and graduated from the Edinburgh University Royal Veterinary College in 1987.  Before entering the pharmaceutical industry, he worked in veterinary practice and in the cattle genetics industry.

In the year 2000, Arthur joined Novartis Animal Health. In the period to 2015 he held a number of commercial and veterinary technical leadership positions.  His global leadership roles include being Head of Marketing for the Cattle & Sheep and Category Head of the Companion Animal Parasiticides businesses.

In 2015 he transition to Elanco Animal Health in the acquisition of Novartis Animal Health. Within Elanco, Arthur was Chief Marketing Officer for the EMEA region  and then Global Marketing Excellence Leader. 

His dedication to professional growth is underscored by his possession of the MCIM credential from the Chartered Institute of Marketing (UK) and membership of the Society for Veterinary Epidemiology & Preventive Medicine.

In 2019 Arthur joined Stonehaven Consulting with responsibility for data building and market insight building.  Currently he is part of the SC Group Data and Analytics team based in Switzerland.

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Location:

Frauenfeld

Expertise:

Strategic Marketing, Market Analysis, Veterinary Medicine Development.

Former Experience:

Education:

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Ralph Heuser

Senior Advisor

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Expertise:

Commercial execution & strategy, commercial excellence, sales force optimization

Former Experience:

Novartis AH: Region Head Central Europe, Australasia, EMEA and Global Executive Team

Education:

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Crystal Liu

Consultant

Crystal joined SC Group in April 2023 as a Consultant and is based in London. She brings to the team a passion for life sciences as well as prior experiences in healthcare consulting.

Prior to joining SC Group, Crystal focused on consulting to pharmaceuticals in relation to pharma digital landscaping initiatives and strategic partnerships across pharma value chain. She has also advised human health pharmaceuticals on accessing “loss of exclusivity” threats for oncology assets across the EU and UK markets.

Crystal holds an MSC in Drug Discovery and Pharma Management from University College London and a BSc in Chemistry from King’s College London.

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Location:

London

Expertise:

CDD, Corporate Strategy

Former Experience:

Healthcare Consulting

Education:

MSc in Drug Discovery and Pharma Management from UCL, BSc in Chemistry with Biomedicine from KCL

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George Gunn

Chairman

George Gunn retired from his role on the Executive Committee of Novartis AG during 2015. He has previously held leadership roles in Johnson and Johnson and Pharmacia and prior to his thirty-two years in the Pharmaceutical Industry he worked for nine years as a veterinarian having graduated from the Royal School of Veterinary Studies in 1973.

He is a native of the Shetland Islands (Scotland) and has lived and worked in Europe and the USA.

LinkedIn

Location:

London

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Joey Domagala

Manager/Director of Sales and Marketing for AlignMix

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Location:

USA/Florida

Expertise:

Intentional resource allocation, Sales territory Design, Corporate Strategy

Former Experience:

Consulting

Education:

MBA- Rollins College Winter Park Fl

BSBA- Finance and Marking UCF Fl

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Sonja Schneider

HR / Operations

Sonja has been at our company since 2016 and manages the back office at SC Group.

She got her commercial diploma while working for Thommen Medical, a Swiss medical device company. During her degree she held several roles within different departments, mostly focusing on administration. After completion of her degree Sonja moved to Manhattan, Kansas, where she attended Kansas State University focusing on Athletics whilst studying Marketing.

Sonja’s commitment and work ethic are instrumental to our team and represents our company’s values.

LinkedIn

Location:

Switzerland

Education:

KV, Federal Diploma Executive Assistant HWD, Business Diploma

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Katja Glauser

Junior Engagement Manager

Katja, a dedicated Junior Engagement Manager with three years at our company, leads diverse projects for Private Equity and Animal Health clients, excelling in corporate strategy, due diligence, and project management.

She holds a dual Master’s degree in Business Innovation and International Management. Her expertise is enriched by prior roles advising healthcare institutions and supporting an AgTech startup through scaling and global expansion.

Katja's dynamic skills, paired with her academic achievements, make her an invaluable asset and a true embodiment of our company's values.

LinkedIn

Location:

Switzerland

Expertise:

Corporate Strategy M&A, transactions

Former Experience:

Consulting, Start-up

Education:

HSG, Master in Business Innovation & CEMS Master in International Management

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Beatrice Vos

Partner, SC Transactions

Beatrice leads our transactions practice. Her expertise is firmly rooted in M&A and corporate transactions in the life sciences industry. Prior to joining the SC Group, she held leading positions at Eli Lilly and Elanco as Global Head of BD Legal and VP Legal International. She started her career as M&A attorney at renowned law firms Freshfields and Allen & Overy.

LinkedIn

Expertise:

M&A, Transactions, Life Sciences, Animal Health

Former Experience:

VP Legal, Elanco Animal Health/Head of BD Legal, Eli Lilly & Company M&A Lawyer, Allen & Overy / Freshfields

Education:

University of Cologne Law School (PhD)

New York University Law School (LL.M.)

INSEAD Corporate Finance Exec. Education

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Keiya Akiyama

Analyst

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Location:

London

Expertise:

Due Diligence in Veterinary MedTech and Pharmaceuticals

Former Experience:

Veterinary Business Advisors​ Center, Penn Medicine Center for Health Care Innovation 

Education:

University of Pennsylvania (VMD)​

Syracuse University (BS)​

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Ramya Vishwanath

Senior Analyst

Ramya holds an M.Phil. degree in Chemistry from the University of Cambridge, UK.  At Cambridge, her research involved the characterization of the in vitro thermodynamic and kinetic stability of linked therapeutic antibodies. She has also received a Bachelor’s in Chemistry from the University of Delhi & graduated with first class honours.

She has ~1 year of experience in the life science consulting industry. She has successfully delivered commercial due diligences & corporate strategies within the animal health industry. Prior to working at SC Group, she has been involved in a variety of projects, including interning with the Indian Pharmaceutical Alliance.

LinkedIn

Expertise:

Due diligence & corporate strategy

Education:

M.Phil. Chemistry, University of Cambridge

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Rachel Wong

Senior Analyst

Rachel's academic foundation includes a BSc in Biochemistry from Imperial College London, which further attests to her deep-rooted passion for scientific exploration and understanding.

LinkedIn

Expertise:

Corporate strategy, Due diligence

Former Experience:

Research assistant (Uni of Cam)

Education:

MPhil Biological Science (Plant Sciences) University of Cambridge,

BSc Biochemistry Imperial College London

LinkedIn
Tamsin Saunders

Consultant

Tamsin joined SC Group in July 2021.

Previously, she worked at McKinsey for a year as a Research Analyst Intern specialising in pharmaceuticals and medical devices. In this role she supported client engagements and developed internal knowledge assets. Examples of her projects include benchmarking R&D excellence across generics manufacturers and estimating patient pool sizes for cell and gene therapies. Prior to McKinsey she worked as a medical writer at Cherry, a healthcare communications agency, focusing on oncology and nutrition brands.

Tamsin has a MSc in International Health Policy from the London School of Economics and a BSc in Biology from Imperial College London.

LinkedIn

Location:

London

Expertise:

Market entry strategy, commercial due diligence, animal health & human medtech

Former Experience:

Research Analyst Intern, McKinsey

Medical Writer, Cherry

Education:

MSc International Health Policy, London School of Economics

BSc Biology, Imperial College London

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Tom Kelly

Consultant

Tom joined SC Group as a Senior Consultant in September 2023. He has experience across asset management and strategy consultancy, where he has particular expertise in CDD and M&A.

He maintains a strong interest in aviation and supports several startups in an advisory capacity. He is a fluent French speaker.

LinkedIn

Expertise:

M&A, strategy consulting, CDD

Former Experience:

Elixirr, Eden McCallum, James Hambro & Partners

Education:

BA Economics, Durham University

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Aimee Rawlings

Executive Assistant

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Location:

London

Education:

BA Kings College London

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Adrian Grosu

Partner, Data Analytics

Adrian holds an MBA from London Business School and a PHD in Management / Economics from the Bucharest University of Economics ASE.

Adrian has 10+ years of strategy consulting experience working for Stonehaven, McKinsey & Company and Deloitte in life sciences, across Human and Animal Health. He also spent 4 years working for Novatis in leadership roles across Strategy & Operations for Therapeutic Areas, Data / Adv. Analytics & Digital or Customer Engagement. 

LinkedIn

Former Experience:

McKinsey & Company, Deloitte

Education:

London Business School, Bucharest University of Economics

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Matthias Hofer

Managing Partner

Matthias is the Managing Partner at SC Group (Stonehaven Cozmix Group AG) with some 20 years of experience in the Animal Health industry.

He served on the executive committees of two major Animal Health companies for a total of 7 years. Between 2009 and 2013 he led the global Aqua Health business at Novartis Animal Health, followed by roles in corporate strategy and merger integration. Later, he was global leader emerging business at Elanco and a member of Elanco’s global executive committee. Since 2016, he has been with Stonehaven, where he led numerous strategy & Due Diligence projects across Animal Health and Human MedTech industries, both for Private Equity – & industry clients.

Matthias is a business leader with broad international experience and strength in sales, strategy, and execution.

LinkedIn

Location:

Global HQ, Switzerland

Expertise:

M&A, transactions / Commercial strategy

Former Experience:

Novartis AH, Global Head Aqua Health Elanco, Global Lead Emerging Business Elanco, Global Exec team

Education:

HSG, MBA

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