DM here....(also MBA)...After having been here several years now, I have to say I am deeply disappointed with our leadership, especially in the people of our sales and marketing organization. Go to our website and you see statements such as "At Otsuka, it is the people who make a difference". Really? In what company don't they? Yet, when you dig a little bit deeper the fact is that our "leaders" do only the absolute minimum to get by!
Some time ago, the company made it a requirement for reps and managers to read the "Challenger Sale" book and learn from the insights. I honestly wonder wether the individuals that asked us to do this did little more than read a few pages and went on to other things. The reason I say that is because the authors clearly state that:
"These are organizational capabilities, not individual skills. A critical lesson of the Challenger approach is the significant need for organizational involvement to make it truly sustainable and not just the result of incidental rep excellence...."
"The unique benefits, the surprising customer insights, the tightly packaged teaching choreography - require input from the entire commercial organization".
"With input from the salesforce - and at their behest - organizations must invest in training marketers to articulate differentiators and constantly source fresh and compelling teaching messages".
I think it is fair to say, that Otsuka has fallen way short on all three points! There is no organizational involvement, no input from the entire organization, and most importantly there are no constantly fresh and compelling teaching messages. Other than preaching "positive tension" which was only mentioned once in the book, our leaders have let the salesforce down by not implementing a single one of the requirements necessary to make the reps successful as stated above. In times when more and more offices shut their doors to reps, we operate as if we were in the 70's and 80's. We don't even try to be better at what our competitors are doing. Why even ask the salesforce to read the book? Of course almost everyone has forgotten about the book by now, so rather than change our culture, the book became the sales flavor of the month!
The authors cite one incident, where a pharma company (unnamed) provided valuable information on disease management to providers, in essence helping them practicing better medicine, which resulted in cost and time savings. The reps suddenly had access to the doctors in this closed clinic system and after presenting the information, were able to sell the company's solution, which was their drug. Why didn't anyone at our organization question or wonder why we couldn't do something similar??? Heck no, that would be asking too much!!
So much for the statement: "We believe in unconventional thinking" which also stares at you when you open our website"....Nothing but a hollow phrase...
And when reps don't perform at Otsuka, it is automatically their fault, regardless of the circumstances. The "solution" to the problem is the PIP! Easy way out! Management has done it's job. Any 5 year old can do that. I for one will not participate in this charade anymore and put a rep on a PIP if I don't think it's justified. I am tired of doing our leaders dirty work! These individuals should look in the mirror and ask themselves whether or not they are really as good as they need to be, and wether or not they have the traits and character necessary to lead and manage a salesforce!! If not, please leave!!
Lastly, I know our execs read CP...but they will act as if they were totally unaware of this thread...mark my words...business as usual...