The established commercial model is no longer viable and fundamental change is required, meaning the customer-facing team must also see change. The sales rep will continue to be a key element of any customer facing model, but the customer team of the future will be more diverse in terms of roles, and individuals within it will also require a broader set of skills. Technology will increasingly play a supportive role to enhance rep interactions and broaden the customer engagement experience. It will also be crucial that there is a ‘whole team’ approach, interacting to address the whole picture, not individual silos. This IQVIA report analyses the forces driving major changes to the commercial model and outlines the very different customer facing team that will drive future commercial success.