I had 4 round of interviews, one round consisted of a hands-on case to be configured in the system and presented to them. I got extremely positive feedback after all the 4 rounds, then they called all my reference contacts just to be rejected in the end without any real feedback just an template rejection email which is simply dishonoring my time and effort I put in the whole process and feels really unprofessional. I would have appreciated a transparent feedback about what was really wrong.

very tidies interview process. veeva will keep on interviewing you even if they are not sure that they have place in their professional services. You should be very careful asking the next steps every time. Also business case is very important part of this interview process.