It isn’t often that the skill level of first line sales employees far surpass that of the managerial force where the managerial force doesn’t rely on the sales for input on direction. But that is the case here. SUN USA is a great example of what not to do and will go down as an MBA case study of an opportunity squandered but ineffective management and marketing.
This industry’s best are successful when senior leadership gets the very best in Marketing. Marketing research provides the direction and sales management provides tactics to those strategies. Reps execute those directives and provide feedback for Marketing to assess the strategy plan. And so it goes.
But Sun USA provides direction from management in India to USA Senior Leaders. Senior leaders and Marketing agree with that or they are gone. Sales management rolls out the faulty plan. The reps get hung out and their reputations slaughtered. Feed back from reps goes to management who then blames the reps for underproduction. And that is how you ruin a biotech company. But hey...at least you did it your way.