Role Clarity | Head Institutional Sales (B2I)
Department: Customer Success (Sales)
Reporting To: HOD Institutional Sales (B2I)
Role Definition
The Head – Institutional Sales is responsible for the strategic leadership, execution, and growth of the institutional business across all geographies. This includes generating institutional leads, pitching diagnostic services to manufacturing and service companies, managing the complete sales funnel from lead generation to closure, onboarding clients, and ensuring long-term account retention and revenue growth. The role involves close coordination with Zonal Managers and State Heads for regional execution and ensuring delivery of service commitments.
Deliverables
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B2I Revenue Growth and Channel Expansion
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Lead Conversion to Institutional Sales Closure
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Seamless Onboarding and Service Delivery for Institutional Clients
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Long-term Client Retention and Upsell Opportunities
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Regional Execution through Zonal and State Teams
Tasks and Activities
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Channel Strategy & Revenue Ownership
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Define and drive the annual (B2I) sales strategy aligned with business goals
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Create quarterly Institutional (B2I) sales plans with revenue targets, product mix, and segment prioritization
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Identify focus sectors (manufacturing units, industrial hubs, service industries - BPOs, hospitality, etc,) and set geographic growth maps
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Develop pricing strategies, and commercial models specific to institutional business
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Enable Zonal and State Heads through target setting, funnel review, joint meetings, proposal support, and training
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Lead Generation & Pipeline Management
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Build and manage a robust lead pipeline through direct outreach, referrals, industry databases, B2B platforms, trade shows, exhibitions, and digital campaigns
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Define Lead targets and implement targeted campaigns for zone-specific lead generation. Work with the marketing team to run emailers, brochures, and lead capture campaigns focused on Institutional sales (B2I).
- Define qualification criteria for institutional leads (number of employees, sites, diagnostic need, regulatory compliance)
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Nurture leads from early-stage conversations to proposal readiness with support from zonal and state teams.
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Institutional Sales Execution
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Schedule and lead sales meetings with key decision-makers (HR, Admin, EHS Heads, CXOs) of target companies.
- Conduct in-depth requirement mapping meetings with Corporates and understand client needs (pre-employment, wellness, periodic health checkups, compliance, onsite camps)
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Develop and present customized proposals based on client requirements, pricing strategy, and service capability
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Drive performance through Zonal Sales Managers and State Heads for local lead execution and closure. Conduct monthly review calls with regional teams to track lead status, closures, and challenges
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Lead commercial negotiation, and closure, ensuring alignment with pricing policies and margins and obtain client sign-offs
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Collaborate with the finance team for contract finalization, SLAs, and documentation.
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Client Onboarding & Service Activation
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Design and implement seamless onboarding of new institutional clients with SOPs for sample collection, billing, LIMS integration, and reporting.
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Coordinate with internal teams and ensure operational readiness with operations, logistics, and IT teams for each B2I account
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Oversee initial rollout and client experience post-go-live.
- Key Account Management & Retention
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Ensure monthly engagement with KOLs & A category B2I accounts for feedback, reporting, and relationship strengthening
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Resolve escalations related to TAT, logistics, service quality, and invoicing with Zonal Operations Manager.
- Identify cross-sell and upsell opportunities of preventive health programs, annual contracts, and specialized test profiles to existing clients
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Renew contracts proactively and maintain long-term engagement
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Team Leadership and Development:
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Set individual performance targets with each team member aligned with the department objectives.
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Conduct daily huddles with the team to discuss ongoing activities and address any issues. Hold weekly meetings with the team to discuss sales performance indicators and lead measures.
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Conduct monthly 1:1 meetings with direct reportees to review progress on KPIs and plan the way ahead. Document and share feedback with each team member.
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Assess individual ASK (Attitude, Skills, Knowledge) on a quarterly basis and manage the learning of the team in collaboration with the HR team to enhance skills and drive career paths.
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Monthly recognize and reward high performance and initiate improvement plans where necessary. Achieve the People Score of 90.
- Data Reporting & Intelligence
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Maintain live dashboards on lead funnel, closure status, client activation, and revenue performance
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Maintain structured reviews with ZSMs and State Heads for performance tracking and pipeline conversion
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Submit weekly/monthly reports to Sales Head with business analysis, and actionables
Success Metrics
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Achievement of B2I channel revenue targets (monthly/quarterly/annual)
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Number of new institutional clients onboarded per quarter
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Lead-to-closure conversion ratio
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Client retention and contract renewal rate
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Onboarding within SLA-defined timelines
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Client satisfaction score (CSAT/NPS) across institutional accounts
