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  • Forfatters billedeMark Hallander

The crucial role of Commercial Excellence in driving business success

In today's rapidly evolving business landscape, companies face increasing pressure to stay ahead of the competition and deliver exceptional value to their customers. At the heart of this challenge lies the commercial excellence function, which plays a vital role in driving revenue growth and ensuring long-term business success. But what exactly does the commercial excellence function entail, and what are its key responsibilities?


Having just stepped into the role of Commercial Excellence Director at Børsen, the largest business media in Denmark, I wanted to reflect on the essential functions of commercial excellence and how it contributes to overall business success:



Defining and Implementing Sales Strategies

One of the primary responsibilities of the commercial excellence function is to define and implement sales strategies that align with the company's overall business goals. This involves developing a deep understanding of the market landscape, customer needs, and competitive pressures to identify the most effective sales strategies.

To achieve this, commercial excellence teams work closely with other departments, such as marketing and product management, to gain insights into the market, competitive landscape, and customer behavior. They analyze data from various sources, including customer feedback, sales reports, and industry trends, to identify opportunities for growth and develop effective sales strategies that resonate with customers and differentiate the company from its competitors.

The commercial excellence function is also responsible for ensuring that sales strategies are implemented effectively across the organization. This requires strong communication and collaboration with sales teams, as well as effective training and support to help them execute the strategies successfully.

Enhancing Customer Experience

Commercial excellence also focuses on enhancing the customer experience through effective engagement and relationship building. This entails identifying customer pain points, develop effective communication strategies, and provide tailored solutions that meet customer needs.

In doing so, commercial excellence teams work closely with customer-facing teams to identify areas for improvement in the customer experience, such as communication, product delivery, and after-sales support. They then develop strategies and initiatives that address these issues and enhance the overall customer experience.


One key area of focus for commercial excellence is customer engagement. This involves developing effective communication strategies and leveraging technology to build stronger relationships with customers. For example, commercial excellence teams may use social media, email marketing, and other digital channels to engage with customers, provide helpful information, and foster a sense of community around the company's products or services.

Ensuring Sales Force Effectiveness

Another crucial responsibility of the commercial excellence function is to ensure sales force effectiveness through robust training, coaching, and development programs. This involves working closely with sales teams to identify skills gaps, develop training programs, and provide ongoing coaching to help sales teams achieve their goals.

To achieve this, commercial excellence teams conduct regular assessments of sales team performance, identifying areas for improvement and developing training programs to address these gaps. They also provide ongoing coaching and support to sales teams, helping them to refine their sales techniques, improve their communication skills, and build stronger relationships with customers.

Sales force effectiveness also involves ensuring that sales teams have the tools and resources they need to succeed. This may include providing access to customer data, market research, and other insights that can help sales teams make informed decisions and deliver value to customers.

Conducting Sales Analysis and Forecasting

Another key responsibility of the commercial excellence function is to conduct sales analysis and forecasting. This involves analyzing sales performance and customer behavior to identify trends, patterns, and opportunities for growth. It also involves forecasting future sales based on historical data, market trends, and other factors in order to stay competitive.

Sales analysis and forecasting are critical for developing accurate sales plans and budgets, and for identifying potential risks and opportunities. The commercial excellence function must have strong analytical skills and be able to use data and analytics tools effectively.


Commercial excellence teams use a range of analytical tools and techniques to gather and analyze data from various sources. They may use customer surveys, market research, and other data sources to gain insights into customer needs and preferences, as well as track sales performance and identify areas for improvement.


Driving Continuous Improvement

The commercial excellence function must also be focused on driving continuous improvement throughout the organization. This involves identifying areas for improvement and implementing changes to processes, systems, and strategies.

Continuous improvement is critical for staying competitive and adapting to changes in the marketplace. The commercial excellence function must have a deep understanding of the company's processes and systems, and be able to identify areas for improvement based on best practices and industry standards.

To drive continuous improvement, the commercial excellence function must be proactive and forward-thinking. They must be able to anticipate changes in the marketplace and develop strategies to address them.

Final remarks

To sum up, commercial excellence is a crucial function that drives revenue growth, enhances customer experience, and ensures long-term business success. By defining and implementing effective sales strategies, enhancing customer engagement and relationship building, ensuring sales force effectiveness, conducting sales analysis and forecasting, and driving continuous improvement, commercial excellence can help companies stay ahead of the curve and achieve their business objectives.



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