Start afresh: breathe life into your marketing

Strategy may be defined as the pattern of activities that leads to achievement of your goal. In pharma companies our goals are normally ascribed to sales targets, with turnover being seen as a proxy for profit. Managers that fail to achieve their sales targets, however, often fail to follow a rational process to investigate possible causes. This is a necessary step to remedy the situation and if they were to do this, they would save time, money and effort.