Commercial Strategy

Embracing the key levers for topline growth


Key challenges

Optimising sales, marketing and pricing are related to several different challenges:

  • What is the potential for optimising pricing via, e.g., increase, differentiation, bundling, value added services, surcharges?
  • Which sales channels are the most valuable?
  • How should the sales force be organised to be most effective?
  • What is the right balance between human and digitally driven sales and marketing?

 

Our services

Commercial excellence is often a cross-organisational improvement process. We work with sales and marketing divisions, as well as product development and operations on these topics.

  • Channel strategy, including targeting and segmentation 
  • Sales effectiveness, pricing and marketing effectiveness
  • Pricing optimisation, including national vs. regional, benchmarking

 

Examples of our proprietary concepts and methods

  • Pricing lever library and sample results
  • Commercial excellence process framework
  • Sales KPI database
  • CRM capability model

 

Selected case studies

Optimising the Commercial Operating Model for a B2B Wholesaler

Optimising the Commercial Operating Model for a B2B Wholesaler

A Scandinavian B2B wholesale company wanted to improve their commercial performance, however their growth was limited by…

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Growth Strategy and New Operating Model for a Leading Supplier of Spare Parts and Services

Growth Strategy and New Operating Model for a Leading Supplier of Spare Parts and Services

A global supplier of aviation spare parts had invested heavily in global processes and technology, but had not seen sign…

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Revitalising the Innovation Capabilities in a Design Company

Revitalising the Innovation Capabilities in a Design Company

A design company had grown significantly over the last few years and the organisation had consequently been set up for d…

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Harmonising Business Practices in an International Veterinary Care Group

Harmonising Business Practices in an International Veterinary Care Group

A division of an international chain of animal hospitals wanted to reap synergies across its extensive portfolio of care…

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Supply Chain Optimisation for a Fast-Growing Design Company

Supply Chain Optimisation for a Fast-Growing Design Company

A leading European design company had experienced steep growth in sales over a few years and had not aligned its organis…

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Go-To-Market Strategy for a Groundbreaking Engineering Innovation

Go-To-Market Strategy for a Groundbreaking Engineering Innovation

A US based technology company wanted to find the best way to approach the market for a groundbreaking innovation within…

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Product Strategy for an Industrial Company

Product Strategy for an Industrial Company

A business unit of a large industrial conglomerate of Danish origin was unsure where to invest future R&D spend to meet…

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Improving Commercial Setup in Major UK Energy Company Through Best Practice Change Management

Improving Commercial Setup in Major UK Energy Company Through Best Practice Change Management

A large company in the UK energy market, while expecting a period of growth and transformation, was determined to improv…

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Selected perspectives

Acquisition Machines: Succeeding with Repeatable M&A

Acquisition Machines: Succeeding with Repeatable M&A

April 2020

Repeatable M&A requires different capabilities than getting a one-off transaction right every 5-10 years.

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Fashion Retail: Shaping the Role of the Digital Twin

Fashion Retail: Shaping the Role of the Digital Twin

February 2020

Almost all fashion retailers have moved online. But will e-commerce really make retail stores redundant? Three major str…

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Multi-Room Audio: Which Suppliers Will Listen?

Multi-Room Audio: Which Suppliers Will Listen?

February 2020

The multi-room audio industry is crowded and highly competitive. How do manufacturers continue to set their products apa…

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Accelerating Digital Disruption in Tableware

Accelerating Digital Disruption in Tableware

June 2019

Manufacturers of premium brands in the tableware market are creating new direct-to-consumer digital channels, intensifyi…

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Getting Sourcing and Procurement Right in a Global Conglomerate

Getting Sourcing and Procurement Right in a Global Conglomerate

February 2012

If your purchasing employees are sourcing and your line managers are procuring, you are not exploiting your organisation…

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Smart Homes: Clever Strategies Needed

Smart Homes: Clever Strategies Needed

June 2019

Three competitive battles are likely to play out in the near future as the war for convenience, design and sustainabilit…

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Telco TV Disruption: What Other Industries Can Learn

Telco TV Disruption: What Other Industries Can Learn

January 2020

Telcos long ago disrupted traditional TV broadcasters but are now hit by three disruptions themselves. Other industries…

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