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"Unlocking Success: The Key Element to Achieving a Full Commercial Transformation"

Updated: Apr 20

We often direct our commercial efforts to achieve or maintain leadership, to reach sometimes unattainable sales goals, to be the most efficient in cost reduction, or to make significant investments in technology. We can do the best and best possible effort.

However, if we are not able to continuously, quickly and completely adopt the new behaviors and skills required by our commercial teams, we may be overtaken by our competitors.

In theory we all have the potential to be successful in any of the objectives mentioned above or in many others. But being successful is not the same as being A MARKET REFERENCE, a characteristic that is generally achieved through COMMERCIAL TRANSFORMATION.

This is the real challenge for companies in increasingly competitive environments: to achieve leadership and maintain it in the long term, to create, know how to motivate and maintain high-performance work teams, generate profits for employees and shareholders, and the most important, gain an important place in society by creating an organization that generates a positive impact on the market and leaves its mark.

Often, companies make a great effort to achieve the long-awaited Commercial Transformation and very often, and this is what we have been able to observe in our 25 years of consulting experience, this transformation is a failure, or at best , a frustrating incomplete job. The good news is that we know why it happens.

BUSINESS TRANSFORMATION is not a process that results in better cost analysis, or that generates more competitive products, or more effective sales calls, or the development of more advanced technologies. It is a trip that adds all of the above and more; it is a plan for continuous improvement, permanent challenges and a long-term vision. It is to grow above the market and stay. It is to open the gap between us and others. It is leaving a positive impact on people's lives.

And it only takes one element to achieve it. We know what it is.


All diagnoses agree that the main factors in the failure of Business Transformations are the lack of commitment and involvement of the company's top management (CEO, CMO, CCO, etc.), which means that it is useless to think about the commercial transformation of a company without the in-depth involvement of the positions of greatest responsibility.

Obviously, it is also not feasible to carry out a transformation process with teams limited in resources and poorly trained for the task, the absence of a transformation plan with a clear vision of where it is intended to go and clear metrics for measuring progress. When we have worked as consultants in Transformation processes, we always warn this TOP TEAM that there must be room on their agendas permanently and as a priority for critical activities or meetings that have to do with the process, and that it will work even better if they are those who lead these meetings and are directly involved and very committed to the results, always open to teamwork, admitting mistakes and listening to good ideas that are generated around them.

The leadership, motivation, and serious commitment of the HIGHER RANK team generate the expected results across all the commercial functions of Marketing, Sales, Supply, Pricing, Insights, etc. more or less simultaneously. Without involvement, there is a predictable disappointing result: a rapid loss of credibility is generated and attrition ends up destroying any chance of success.

The decision to change is one that leadership cannot postpone. Better business capabilities are needed to respond to something we see more and more often in the marketplace: short-lived competitive advantage. Competitors are quick to adapt to innovations, new products and business practices, and that reality will only accelerate as companies develop more analytics capabilities. Without BUSINESS TRANSFORMATION the race will be exhausting and will not produce the expected results.

How to carry out a robust, comprehensive and sustainable Commercial Transformation?

Over the years we have been giving answers to a series of questions that we consider vital in the transformation process:

  • How to properly incorporate the skills, abilities and practices required to ensure leadership in the market?

  • How to change and incorporate the new desired behaviors and high reaction capacities in the entire sales team?

  • How to adopt a high-performance culture in the company's DNA?

  • How to ensure commitment throughout the organization to guarantee the transformation?

We have obtained the answer to these questions through successful transformation projects for companies of different caliber and it is summarized in the following five phases:

  1. Where are we and why change?

  2. Transformation Plan

  3. Organization Design

  4. Organization Activation

  5. continuous improvement

A challenge that can be very rewarding

A deep and lasting Commercial Transformation can be a great challenge that will require a lot of leadership and courage from the company's management, but it could be the only way not only to generate future business growth, but also to simply survive in some cases. . It is the real power in highly competitive markets.

On the other hand, the leaders who have taken on the challenge with energy, enthusiasm and total certainty of the expected results have achieved their vision in a very gratifying way.

Need help? Just contact us.

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