Although Biomatrix has been successful inmarketing hyaluronan so far, it has had some problems, including buzz that got so negative it sued to stop unflattering comments posted on Web message boards.
In other words, structural problems with the economics of retirement, not the marketing machines at American Express, Visa and MasterCard, may be to blame.
While this approach is counter to how revenue is typically analyzed, which is by product lines, it gives the CEO great visibility into how well sales and marketing understand the buyers, their business problems and how effective they are in pursuing those opportunities.