More than merely having better products, commercial companies are now relying more on superior execution, to remain on top of their game. Among the challenges that such companies are facing in the ongoing digital age is which data source to trust. Thus, organic in- house data warehousing, is of utmost importance to all such firms. While there may be differing approaches, some characteristics usually go well in a sound plan. To begin with, the discovery process needs to help align functions within a specific language and framework. Each of the commercial capabilities need to be mapped against specific results and outputs. These prioritized capabilities need to be in line with the corporate strategy designed. Brands need to engage influencers and business leaders so that the appeal reaches a critical mass. The firm must also ensure that the capability improvements should be quantifiable in measurable terms.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/commercial-excellence-your-path-to-growth

Uploaded Date:15 June 2019