Commercial model
When market, regulation or technology change, the way of selling that used to work can become the limit. We redesign the commercial model and translate it into organisation, processes and everyday tools.
When does it help?
- The market, regulation or competitive landscape has changed
- Customers expect fast responses and digital services
- The sales organisation costs too much for the results it delivers
- A major product needs to be launched
- The company finds it hard to change
Which levers do we work on?
- Market: trends and key success factors
- Customer journey and go-to-market: how customers choose, buy and are served
- Market access and regulation, where they matter
- Organisation: commercial structure, skills, new talent
- Portfolio of products and technologies
- Processes and systems: CRM and sales network management, faster and better-controlled offers and quotes, digital order-to-cash, integration with key customers, dashboards on sales, margin by customer and channel, credit
- New product launches
How do we approach it?
We start from the market and the customer, not from the organisation chart. Once the model is defined, we make it operational with roles, processes, tools and indicators, so the new way of selling holds up after the project has ended.
From our experience
In the vaccines business of a pharmaceutical group, the commercial organisation was built on wide field coverage, typical of the sector. It became a smaller sales force with strong key account skills for large customers such as hospitals and regional authorities, with medical and institutional functions closely integrated. The new product launch process was also redesigned. Result: profitability up 10% straight away; then, with the launch of a new vaccine, revenue that had been flat for years roughly tripled.
Where do we start?
With a conversation about your market and your customers. The first step is often a diagnostics of the commercial process, from offer to service.
See also: Growth and new markets · Processes, technology and integration