Table of Contents
Aug 23, 2025 | Kevin White

The most important tools for biopharma field teams are heavily focused on CRM systems with embedded AI, dynamic healthcare professional (HCP) targeting, and remote engagement platforms that enable hybrid, personalized interactions. To deliver these capabilities — and ensure rapid access to new features, improved stability, and timely security — requires keeping pace with new releases. After leading a large-scale CRM release management process, I have learned that every successful project shares a few common attributes. When approaching the release management phase of the project, give some thought to the following:

1. Define a process for regular releases and stick to it

A process that delivers a high-quality release on a regular basis instills confidence in users. With cloud-based applications like Veeva Vault CRM, users expect frequent application updates. Keeping a fast pace can be a balancing act between speed and quality. With every release there is a certain amount of overhead, including documentation, approvals, and testing — so when choosing a regular release interval, be sure to factor this in. Choosing intervals spaced too far apart introduces the risk that users become frustrated with the length of time needed for an issue fix or enhancement.

2. Distinguish application enhancements from application issues and product enhancement requests

Is there a difference between application enhancements, application issues, and product enhancement requests? Yes — and the release process must accommodate them all.

To most end users, the difference between these is blurred. But for the release team, distinguishing them is crucial because each needs to be handled separately. Ideally, they are entered into a single system where stakeholders have visibility, and upon entry they are triaged into the appropriate category:

  • Application enhancements are requests to include new functionality in the application through configuration and/or custom coding. Often, the group making these requests is not aware of the impact the change could have upon other teams A simple management process must be in place so impacts can be discussed with affected users. In addition, the cost/benefit of the request should be evaluated and ranked according to priority. This will ultimately assist in deciding whether to proceed with the request.

  • Application issues are behaviors in the customer-specific application that deviate from the requirement description. If no requirement exists, then how do you know it’s an issue? When a requirement does not exist it is considered an application enhancement for new capabilities.

  • Product enhancements are requested changes made via a change to the Veeva product itself. Like application enhancements, product enhancement requests should be discussed with all user groups affected by the change. Once consensus is achieved within the business, enhancements should be ranked according to priority and presented to the Veeva product team for possible inclusion in a future Veeva release. The business should review and reprioritize these requests at least once every four months to keep pace with Veeva’s release schedule.

    3. Educate stakeholders about product releases vs. application release

    Again, everyone on the release team should have an understanding of product and application releases. The product release refers to the Veeva product itself, while application releases involve customer-specific configuration changes. Veeva Vault CRM (and the broader Veeva Vault platform) typically releases three validated major releases per year, with each release occurring every four months. Consider having your internal application releases align with Veeva’s product releases. Why, you ask? Simple: it reduces confusion among users.

    4. Don’t let the need for speed in release management be at the cost of a quality deliverable

    Speed is nothing without quality. Balancing the two provides a great user experience and a user base that is confident in and happy with the application.

    Learn more about Veeva releases.

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