Why companies are shifting to Commercial Excellence

How do we sell the products? This is what the companies are starting to ask their selves more and more.

This is the reason why Commercial Excellence is becoming key as soon as you are moving into mature markets as well as for accelerating ones. Which are the levers when pursuing a commercial excellence program? They're basically three.

Where to place the volumes

It's vital to understand how the companies are placing their products, what is exactly the value perception within geographies, markets and customer segments: the more we focus on high valuable perception markets, the more you you could increase margin, following scale economy also on operational stand point.

Pricing

It's definitely easier put in place a standard pricing model, but this doesn't work as soon as you need to maximize your profitability: customer segments are different as for the price power you need to apply, this must be decided accordingly to the volumes placing.

Salesforce effectiveness

Tools to target accounts, to explain the products value proposition, these are some of the keys to re-inforce the salesforce organization: critical is the marketing leverage which must be coordinated with sales to avoid to jeopardize effort of both organizations.

Moving to Commercial Excellence revolution...

It's a multi-year journey!

We need to take in consideration that the Commercial Excellence change is a long journey and the C-level must be extremely committed on a long-medium term investment in organizational changes, training, tools and multiple projects finalization.

Digital 

The digital transformation it's now embedded into Commercial Excellence, this is paradigm we're following: biggest part of changes pass by the adoption of new technologies because this could leverage the process optimization which is the key of modern companies success.

As part a big consulting organizaion, listen some wise words from Andrea Ioannilli, a partner with Bain’s Oil & Gas practice, who shares the critical factors companies should consider when pursuing a commercial excellence program.

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