Case Study

Valkre Helped BMS Neuroscience’s COBENFY KAM Team Turn Account Strategy Into Daily Execution

Our KAM teams were doing a lot of work in spreadsheets, standalone PowerPoint decks, and separate systems. Without one shared place to plan and track our key accounts, we risked losing momentum right as the COBENFY launch was ramping up."

Keith Moran Director, Strategy & Operations, Field Marketing

Overview

About the COBENFY KAM Team

Bristol Myers Squibb’s Neuroscience business unit runs key account management (KAM) for COBENFY™, a prescription oral medicine for schizophrenia in adults, engaging hospital and health system accounts across a behavioral health and neuroscience footprint. In January 2026, with the COBENFY launch accelerating, the team moved fast: it rolled out Valkre to give every KAM one shared place to plan and execute strategy, replacing the spreadsheets and standalone PowerPoint decks that had been layered on top of Veeva, its system of record.

Challenge

The COBENFY KAM team needed a single command center for account strategy not one more system to feed.

Before Valkre, BMS Neuroscience had no centralized account management tool. Every KAM worked out of a different mix of spreadsheets, OneNote, and standalone PowerPoint decks making it hard to react quickly when an account changed, and easy to miss growth signals a more connected team would have caught. With the COBENFY launch accelerating, the team needed technology built to keep key insights and account plans current and consistent across the entire group, not just accurate on the day they were built.

Key challenges

Disconnected Spreadsheets & Siloed Plans: No centralized account management tool plans were scattered across spreadsheets, OneNote, and standalone PowerPoint decks.

Slow Reaction to Customer Changes: Without a shared, realtime view of each account, KAMs couldn’t react quickly when priorities shifted.

Missed Growth Opportunities: Inconsistent tracking of strategy and KPIs meant promising signals at key accounts were caught too late if at all.

Solution

A SAMA based KAM platform, launched as the team's execution engine for account planning and management.

Valkre worked hand in hand with the BMS Neuroscience team to configure a Phase 1 KAM workflow, strategy Map, Objectives, Account Survey & Profile, Stakeholders, Initiatives, and Milestones all built on SAMA best practices and mapped to how COBENFY KAMs already worked. The team went live in May with single sign on, hospital tiering, an AI news feed, embedded account profiling questions, and multiple inbound data automations already in place. From there, Valkre layered in the data connections and training KAMs needed to make it their daily home for account planning and insight generation and not one more system to maintain alongside the old ones.

SAMA Based Workflow

Phase 1 KAM workflow, Strategy Map, Objectives, Achievements, Stakeholders, and Milestones configured around BMS’s existing process.

Automated Data Integration

Weekly Veeva interaction imports, a migrated formulary insight survey, and daily automated reporting feed cut manual entry to a minimum.

Role Based Onboarding

KAM, manager, and admin training tracks, plus office hours on Strategy Map use and Quarterly Business Review (QBR) presentation coaching.

Result

A more organized, more confident KAM team with real momentum heading into what’s next.

A few months after go live, BMS surveyed its COBENFY KAMs on how the transition was going. The results show a program that’s already reshaping daily behavior: KAMs report feeling more organized, more confident walking into QBRs, and far less burdened by administrative upkeep than under the legacy Veeva and PowerPoint process.

Key Outcomes

88% of KAMs are confident presenting QBRs directly from Valkre
82% say building account plans is easier than the legacy process
82% agree the SAMA Strategy Map structure helps build more strategic plans
76% say updating account/formulary data in Valkre is faster than Veeva
65% have fully retired parallel PowerPoint/Excel account plans
Go live landed on schedule, with SSO, hospital tiering, and 11 data automations live from day one

Now I have one reliable, updated place to look and update data on key accounts. I love it!"

COBENFY KAM, BMS Neuroscience

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