COMMERCIAL EFFECTIVENESS

Optimise your go-to-market muscle — where channels, pricing, and distribution deliver real returns.

WHAT IT DOES

Commercial Effectiveness sharpens the link between what you make and what your customer is willing to buy, how, and for how much. It’s about aligning strategy, channel execution, and financial levers so that your commercial machine runs lean, strong, and without leaks.

KEY FOCUS AREAS

  • Channel and distribution optimisation — reviewing where you sell (online, retail, wholesale, etc.), channel margins, partner mix, reach vs cost, aligning with brand + consumer behaviour.

  • Trade terms discipline — negotiating better terms with partners, reducing leakage, managing promotions and trade spend so they support profit, not just volume.

  • Digital commerce optimisation — improving direct-to-consumer or e-commerce performance: conversion, pricing, digital marketing .

  • Pricing & portfolio rationalisation — ensuring your pricing strategy is consistent, supports margin, brand positioning, and that your product or service portfolio isn’t carrying underperformers dragging commercial performance.

  • Sales & go-to-market processes — alignment across sales organisation, incentives, forecasts, operational readiness (inventory, fulfillment), cross-functional collaboration.

Why it matters:
Because having a brilliant product or a strong innovation is only half the battle. Without rigorous commercial discipline, you leak margin, dilute brand, miss opportunities in channels, and waste spend. Commercial excellence turns strategy into revenue, sustainably.

What to expect when working with us:

  • Commercial diagnostic & baseline - Audit channel performance, margin structure, pricing, trade spend

  • Strategy mapping - Define which channels to double down, which to reshape; set benchmarks

  • Trade mechanics & partner agreements - Structure better terms; negotiate or re-negotiate; design incentives aligned with value

  • Sales process & GTM improvements - Enhance forecasting, team alignment, digital commerce operations, inventory and capacity planning

Proof points / outcomes:

  • Improved margin per channel.

  • Reduced trade spend waste and promotional leakage.

  • Higher growth in digital commerce with better ROI.

  • Greater clarity over which distribution channels to invest in or pull back from.