Teva is one of the world’s largest players in the pharmaceutical industry, operating in more than 60 countries. In Finland, Teva is particularly known for the Ratiopharm brand. Over the years, the company had carried out various sales training programs, but this time something different was needed – an approach that would inspire field sales representatives and create a shared direction for sales.
Teva chose Muutostaito as its partner because their gamified development model sparked enthusiasm and met these new needs. The year-long coaching project was carefully planned: it began with several planning meetings to clarify the strategy and set common goals. The project included four joint team sessions, each focused on participation, dialogue, and shared insights.
In the first game, the focus was on strategy and the steps of the sales process, ensuring that every voice was heard. This created a shared direction. The second game, the “Positivity Day,” emphasized recognizing skills and giving positive feedback, which empowered participants and helped them see their work in a new light.
As a result of the project, Teva’s field sales representatives experienced a deeper sense of purpose in their roles. They no longer saw themselves merely as product presenters but as solution providers who understood customer needs. The sessions also fostered a sense of belonging within a dispersed team, where daily work is often carried out alone. Muutostaito’s contribution was highly praised: they quickly identified the key development areas and goals, and the implementation was well-managed.
The gamified coaching was not just a refreshing way to learn – it led to a lasting shift in mindset and greater value creation for customers.
Teva warmly recommends Muutostaito to other organizations seeking to develop their sales in a genuinely impactful way.
Further information about the project:
Teva Finland
Liisa Rautiala
Associate Director Supply Chain and Customer Service – Finland and Sweden
+358 40 5867531
Teva Finland
Minna Keskitalo
Customer experience | Marketing | Brand Management
+358 50 320 6302
A long-term coaching program ensured the adoption of the new sales model in daily practice.
Teva’s sales leadership wanted to enhance customer collaboration and design a new sales model to guide the organization’s future operations. They sought support not only for designing the model but especially for embedding it into daily practice. The solution was a collaboration with Muutostaito – a gamified coaching project that supported salespeople in transforming their approach to customer interactions.
Starting Point of the Collaboration
Goal: Transform the customer interaction model so that salespeople are active, interactive, and confident in proposing solutions based on their expertise.
Solution: Co-design of a new sales model and a year-long gamified sales development program for a dispersed field organization.
What Was Done?
✅ Sales model design and documentation in joint workshops, articulated in the form of a game
✅ Four gatherings throughout the year – building shared commitment and sustaining change throughout the process
✅ Sales Model Game – creating a shared direction and clarifying the steps of the sales process
✅ Systematic follow-up on individual development commitments and continuous change support
✅ Competence Game – addressing sales competencies through peer feedback
✅ Recognition and rewarding of “Encouragers” during the process
Why Did the Coaching Process Succeed?
✅ The new operating model was created collaboratively within the project team and coaching sessions
✅ The process was participant-centered, and salespeople felt responsible for changing their own way of working
✅ Regular meetings kept the new model top of mind and ensured systematic progress in every encounter and for every participant
✅ Progress was recognized – positive feedback and making skills visible empowered participants
✅ The dispersed organization developed a strong sense of belonging – a shared spirit emerged, with everyone motivated to grow towards the common goal
“This was a completely new way for us to develop sales. The gamification inspired our people and made the change a shared effort – not just a separate project.”
Results
✅ Salespeople’s mindset shifted – from pure product selling to providing customer-oriented solutions
✅ Field staff experienced stronger connection and inclusion
✅ A clear shared goal was established to guide daily work
✅ Muutostaito’s model quickly identified development areas and offered a practical roadmap for progress
✅ The collaboration received high praise: a professional, smooth, and impactful process
“I can warmly recommend Muutostaito as a partner for sales development to other organizations as well. The project was well managed and brought a clear shift in our sales mindset.” – Liisa Rautiala, Teva Finland