GSK’s field reps had long been its source of truth for data on healthcare professionals (HCPs). But when the global biopharma company adopted a new commercial data solution in the U.S., it quickly discovered that its customer reference data was at odds with what reps had provided, and they could not easily correct it. GSK turned to Veeva Align' s Field Feedback feature, which allows field reps to share their territory knowledge in ways that can prevent or correct errors in alignments. In five weeks time, with almost no additional spend, GSK’s sales alignment problem was fixed.