Commercial effectiveness is not achieved by maximizing activity. It comes from concentrating resources and management attention where they create disproportionate value, and from differentiating customers, channels and occasions according to their strategic importance.

Commercial effectiveness is about value, not activity.

01

Customer differentiation

Which customers and channels deserve different coverage, service levels and relationship models?

02

Route-to-Market

How should footprint, coverage, execution, sales-force structure and distribution work together?

03

Revenue Growth Management

How should pricing, assortment, promotions and trade investment support profitable growth?

04

Commercial capabilities

Which roles, decision rights, KPIs and interfaces need to evolve with the growth ambition?

ADVISIUM PERSPECTIVE

The question is not how to make every commercial activity more intensive. It is how the organization should deploy its resources, capabilities and relationships to maximize sustainable customer and business value.

HOW WE APPROACH IT

01

Segment for value

Differentiate customers, channels and occasions according to strategic importance.

02

Configure RTM

Align coverage, execution, sales force, logistics and partnerships.

03

Recalibrate RGM

Connect pricing, assortment, promotions and investment with value capture.

04

Activate the model

Translate strategic choices into commercial routines, capabilities and management practices.

RELATED ADVISIUM PERSPECTIVES

Discuss this growth challenge with Advisium.

Contact Advisium

(+34) 933-823-023

info@advisiumgrowth.com

Santaló 137, Bajos. Barcelona. Spain

Commercial Model Strategy & Transformation