Pharma’s Sales Training Problem – And How to Solve It with AI

In the fast-paced pharmaceutical industry, sales teams face increasing pressure to meet sales targets, engage healthcare professionals effectively, and stay ahead of constant product innovations. Yet, traditional sales training methods are often inadequate, failing to equip sales representatives with the skills they need to succeed. A recent Salesforce ‘State of Sales’ Report (2024)[i] reveals that 84% of sales representatives failed to meet their targets last year, and onboarding new hires is taking an average of 11 months before they reach full productivity. These statistics highlight an urgent need for transformation in how sales teams are trained and supported.

Meanwhile, financial performance across the pharma industry is falling behind other sectors. PwC’s ‘Next in Pharma 2025’ report[ii], found that between 2018 and 2024, the PwC Pharma Index returned just 7.6% to shareholders, compared to over 15% for the S&P 500. The gap widened further in the past year, with pharma returning 13.9% while the S&P 500 surged 28.7%.

The message is clear: outdated training models are not just impacting sales performance - they are affecting industry growth. To stay competitive, pharmaceutical companies need a modern, data-driven approach to sales. AI-driven tools are emerging as a game-changer in this space, transforming training methodologies and driving better results across sales teams.

The Key Challenges for Pharma Sales Leaders

Sales managers face several pressing challenges that can impact their team's overall performance. Firstly, most sales reps struggle to meet targets, exposing the need for more effective training. At the same time, performance across the team is uneven, with a small group of reps driving results while much of the team's potential remains untapped.

This disparity is compounded by managerial overload, where limited coaching time means reps often lack the guidance necessary for improvement. Additionally, the lengthy onboarding process creates a bottleneck, delaying productivity and hindering revenue generation.

To overcome these obstacles, companies must explore innovative solutions that bridge these performance gaps, enhance overall productivity, and unlock the untapped potential within their teams. AI-driven tools present a powerful opportunity to transform sales enablement, offering the necessary support to help elevate team performance and drive better results.

AI-Powered Training: The Future of Sales Enablement

One of the biggest challenges pharmaceutical sales teams often face is the disconnect between sales and marketing. Since marketing plans are typically developed for the long term, changes in market conditions or the emergence of new competitors may require adjustments to these plans.

 AI-driven training platforms can solve this problem by enabling real-time collaboration. Marketing teams can seamlessly upload updated product knowledge and strategies, ensuring that sales reps deliver accurate, aligned messaging. This consistency strengthens the connection between sales and marketing, enhancing both team performance and customer engagement.

Every sales rep also has unique training needs, and AI-powered solutions create customised learning paths to address these diverse requirements. For new reps, tailored modules help build foundational skills while reducing the time required to reach full productivity. For experienced reps, advanced simulations and coaching programs enable them to refine strategies and close deals more effectively. Real-time assessments provide continuous feedback, allowing both reps and managers to track progress and focus on areas for improvement. This isn’t training for the sake of training; it ensures reps genuinely master the skills they need to succeed.

Furthermore, the Salesforce ‘State of Sales’ Report (2024) highlights the strain placed on resources by the industry-standard 11.2-month ramp time. AI-driven training solutions address this challenge by immersing new hires in practical, risk-free training scenarios from day one. Through roleplays, simulations, and instant feedback, these tools equip reps to handle real-world challenges with confidence. The result is shorter ramp-up times and a salesforce that delivers value faster.

Sales managers juggle numerous responsibilities, often struggling to balance their workload while providing meaningful guidance to their teams. AI-driven tools alleviate this burden by offering detailed performance analytics, enabling managers to quickly identify individual reps' skill gaps and focus on targeted coaching rather than generic feedback. This data-driven approach not only enhances managerial efficiency but also strengthens overall team performance.

The Competitive Edge AI Delivers

The integration of advanced AI solutions is driving measurable, game-changing outcomes in the pharmaceutical industry. By equipping new hires with the right skills from day one, AI dramatically reduces ramp times, enabling sales teams to become productive faster. It also tackles the industry-wide challenge of low quota attainment, empowering reps with personalised resources and real-time support to improve performance and close more deals.

AI doesn’t just benefit sales reps; it also enhances managerial effectiveness. With data-driven insights, managers can focus their efforts where they matter most, providing targeted coaching that accelerates development. Additionally, AI unlocks the untapped potential within sales teams, helping the 60% of reps who could achieve more if given the right tools and training.

These advancements aren’t just theoretical - they are groundbreaking. AI is reshaping how pharmaceutical sales teams operate, compete, and succeed in an increasingly complex marketplace. Companies that embrace AI-driven solutions will position themselves at the forefront of industry innovation, while those that hesitate, risk being left behind.

About Vivanti

Vivanti is a digital marketing innovator in the pharmaceutical sector. AVA AI Trainer is part of Vivanti’s COSMART suite, a collection of AI-driven tools designed to drive commercial excellence.  AVA equips medical representatives with essential skills, including the ability to communicate critical product knowledge, handle objections, and deliver key messages effectively during their limited time with healthcare professionals. AVA AI Trainer is more than just a training simulation - it’s a dynamic, advanced, GenAI-powered solution designed to meet the unique needs of pharma sales teams. https://vivanti.eu/

[i] https://www.salesforce.com/uk/resources/research-reports/state-of-sales/

[ii] Pharma industry trends: PwC