Market & Customer

Embracing the key levers for topline growth & customer loyalty

Key challenges

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

  • How will you bring newly invented products and/or services to market?
  • How is a compelling customer journey created, including digital customer experience and physical interaction points? 
  • 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.

  • Overall go-to-market strategy
  • Channel strategy, including targeting, segmentation, partnering 
  • Sales effectiveness, pricing and marketing effectiveness
  • Pricing optimisation, including national vs. regional, benchmarking
  • Online distribution strategy

 

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

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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Global IT and CRM Strategy for a Global Medtech Company

Global IT and CRM Strategy for a Global Medtech Company

A global medical device company needed to define its future IT strategy to improve the enablement of the business, reduc…

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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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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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Harmonising Business Practices & Systems in an International Veterinary Care Group

Harmonising Business Practices & Systems 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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Improving Commercial Performance in Large Software Development Firm

Improving Commercial Performance in Large Software Development Firm

Rethinking go-to-market approach and ensuring a smooth transition towards it

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Developing the Next Generation Network Offering

Developing the Next Generation Network Offering

Designing the digital customer journey, IT stack and organisational setup to deliver the connectivity solutions of tomor…

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Optimising the Commercial Digital Model for a B2B Wholesaler

Optimising the Commercial Digital 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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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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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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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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Selected perspectives

5G is Here: Creating Value on Both the Demand & Supply Side

5G is Here: Creating Value on Both the Demand & Supply Side

December 2020

5G is now available in most parts of the world, allowing for faster and more reliable mobile device communication. Which…

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Profitable Tech Products: Escaping the Organic Growth 'Comfort Zone'

Profitable Tech Products: Escaping the Organic Growth 'Comfort Zone'

June 2021

Stepping outside of the organic growth 'comfort zone' and improving portfolio structure and technology could be key to e…

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Measuring Digital Success: Performance & Health

Measuring Digital Success: Performance & Health

February 2021

Measuring digital success can help executives track value creation and prioritize where to focus next. Paradoxically, so…

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Bots on the Loose: How Forgotten Software Logic Gets Companies into Trouble

Bots on the Loose: How Forgotten Software Logic Gets Companies into Trouble

September 2020

Software robots are invading businesses and public institutions. Many companies have forgotten what they told the bots t…

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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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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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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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Customer Support Transformation: An Iterative & Value Focused Approach

Customer Support Transformation: An Iterative & Value Focused Approach

May 2021

There are many ways to modernise and transform a comprehensive customer support setup, but which levers should you execu…

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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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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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Acquisition Machines: Succeeding with Repeatable M&A

Acquisition Machines: Succeeding with Repeatable M&A

August 2020

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

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Next Steps in Globalisation of Commercial Operations in Life Sciences

Next Steps in Globalisation of Commercial Operations in Life Sciences

October 2008

Life sciences companies have long started to globalize their business systems. Now is time to go all the way.

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