The group of frustrated leaders looked at each other as one of them said, “I don’t think we spent enough time on our Marketing decisions or increased the marketing budget enough.”

“Oh, don’t worry about it, just as long as you have enough salespeople it will be fine. Marketing is just a waste of money,” shared a team member who also happens to be a sales leader back in the “real world” of pharmaceuticals.

The team did very poorly in the simulation workshop and one of the reasons was they had the worst Performing marketing team as measured by the Marketing Efficiency metric of 64, which was 46 points behind the best performing team’s index of 110.