System one
Commercial Strategy.
Are you selling the right offer to the right customers at the right price, and approaching them in the right order? It is the first system we examine, because every other system is built on its answer.
Why it comes first.
A company that says it can’t get sales often has a pricing or demand problem that becomes visible only at the sales stage. When the offer, the customer or the price is wrong, every system downstream works harder for less, and the failure usually gets blamed on the team closest to the number.
We look here first because the bottom of the funnel tends to mislead. Sales reports the symptom, while the cause usually sits in who the company sells to, what it sells them and what it charges.
What it covers.
Commercial Strategy has four parts, and each has its own page.
Customer profile and segmentation.
Which customers buy, which ones stay, and which segments the company should go after first.
Pricing and packaging.
What the company charges, how the offer is bundled, and whether the price holds when a buyer pushes back.
Win-loss and voice of the customer.
Why the company wins, why it loses and why customers leave, in the customers’ own words rather than the sales team’s.
Competitive position.
Who else the buyer is considering, and why they would choose the company over them.
What we look at in the Diagnostic.
We read the CRM for which deals close, at what price and how fast, by segment. We read the financial model and the pricing history, and we speak with customers you won, customers you lost and customers who left. From that we build our own view of who the company actually sells to, which is not always who it thinks it sells to.
What we rebuild.
In a turnaround engagement, an operator who has run commercial strategy sits over it. We redefine the customer profile and the segments, reset pricing and packaging where the evidence calls for it, and set the order in which the company approaches its market. What works is written into the playbook and the operating system, so your team can keep it current after we leave.
The other systems.
Brand Platform.
Is the offer presented so that it connects with the right customers and they get it?
Demand Generation.
Is the offer getting in front of enough customers and causing them to express interest?
Sales Organization.
Can the team convert interested leads at a reasonable rate?
Retention & Expansion.
Do customers stay and buy more?
The Revenue System.
Can the company see which of these is failing?
The Diagnostic
Start with what is true.
The Diagnostic examines Commercial Strategy first, in eight weeks at a fixed fee of $95,000.