Commercial Strategy: Definition and Method


Commercial Strategy: Definition and Method


In a market where the only constant is change, having a well-defined commercial strategy is essential for any company’s success. This article explores the fundamental concepts and methods for developing and implementing an effective commercial strategy. From market analysis to goal setting and technology use, we address all the key elements that help a company achieve its growth objectives and gain a competitive edge.

Understanding the Fundamentals of an Effective Commercial Strategy

A commercial strategy is a company’s comprehensive plan to achieve its business objectives and gain a competitive advantage in the market. It involves market analysis, goal setting, identifying opportunities and challenges, and devising specific tactics to increase revenue, improve profit margins, and expand market share. An effective commercial strategy should align the company’s resources and capabilities with customer needs and preferences, while considering the competitive environment and industry trends.

A commercial strategy is one of the essential elements of lean management and a crucial step towards operational excellence, given that it complements and strengthens any organization’s operational plan, ensuring synchrony between commercial and operational goals to achieve superior and sustainable performance.

What is the Objective of a Commercial Strategy?

The primary objective of a commercial strategy is to align the company’s efforts to achieve its growth and profit goals. This involves maximizing revenue, improving profit margins, expanding market share, and satisfying customers.

Specific objectives of a commercial strategy may include:

  • Increasing Sales and Revenue: Identifying and exploiting new market opportunities, expanding the customer base, increasing customer loyalty, and adapting the product or service offerings to market needs.
  • Improving Profit Margins: Adjusting pricing strategies to maximize profitability and enhancing resource management and tactics to ensure effective use of capital, technology, and human talent.
  • Expanding Market Share: Developing strategies to capture new markets and customer segments, strengthening brand presence, increasing market visibility, and differentiating from competitors.
  • Satisfying and Retaining Customers: Understanding and anticipating customer needs and preferences, enhancing customer experience, and building long-term customer relationships through loyalty programs and exceptional service.
  • Aligning Resources and Capabilities: Ensuring financial, human, and technological resources are aligned with strategic objectives while retaining talent capable of effectively executing the strategy.

The objective of a commercial strategy is to create a clear and actionable plan that leads the company to sustainable success, ensuring all areas of the organization align with the defined business goals.

The Key Elements of a Commercial Strategy   

Developing an effective commercial strategy requires an understanding of its various elements. Each element is essential in creating a plan that guides the company towards its commercial and strategic objectives.

Market Analysis and Identification of Customer Needs

Market analysis is the starting point for any commercial strategy as it involves collecting and interpreting data about the market, including trends, competitors, and consumer behaviors. Understanding the market allows the company to identify customer needs and desires, properly segment its target audience, and tailor its offerings to meet those needs. This knowledge is fundamental for creating a value proposition differentiating the company from its competitors.

Goal Setting and Resource Alignment

Setting clear and specific goals is essential to direct the company’s commercial efforts. The organization must establish objectives for each market and product family. Additionally, aligning the company’s resources – such as personnel, budget, and technologies – is crucial to ensure all efforts are focused on achieving these goals. Proper resource alignment maximizes operational efficiency and ensures that each department contributes cohesively to the company’s commercial success.

Channel Selection and Pricing Policy

Selecting distribution channels and defining pricing policy are strategic decisions that can influence a company’s success. The choice of online, physical, direct, or indirect channels depends on the target audience profile and the product or service characteristics. Pricing policy should reflect the perceived customer value, production costs, and market competitiveness. A well-structured approach can improve product accessibility, optimize profit margins, and strengthen the company’s competitive position in the market.

Technology and Commercial Strategy

Technology plays a fundamental role in transforming modern commercial strategies. The effective use of digital tools can give companies a competitive advantage, allowing for better market understanding, greater operational efficiency, and closer customer relationships.

The Impact of Digital Tools on Commercial Strategy

Digital tools have revolutionized the way companies plan and execute their commercial strategies. Data analysis platforms, social media, marketing automation, and e-commerce are just a few technologies that can be used to reach and engage the target audience more effectively. Digital tools enable precise and real-time data collection, facilitating detailed consumer behavior and market trends analyses. This allows for offer personalization, more accurate market segmentation, and informed decision-making, resulting in more effective and targeted commercial strategies.

CRM Systems and Customer Relationship Management

Customer Relationship Management (CRM) systems are essential for effective customer relationship management. These systems centralize all customer interaction information, from purchase history to personal preferences, facilitating more personalized and efficient service. With a well-implemented CRM, companies can monitor the customer lifecycle, identify cross-selling and up-selling opportunities, and improve customer satisfaction and loyalty. CRM systems also enable the automation of repetitive tasks, freeing the team to focus on strategic and high-value activities. In summary, CRMs are a vital component in building lasting customer relationships, aligning with the goals of a robust commercial strategy.

Strategy Development and Deployment

Developing and implementing an effective commercial strategy is a continuous and dynamic process. It involves several stages, from initial formulation to execution and monitoring, each crucial to ensuring the strategy aligns with the company’s objectives and can respond to market changes.

How to Develop Your Commercial Strategy?

Developing a commercial strategy should be a structured process by a multidisciplinary team, including members from management, sales, marketing, product management, logistics, and other relevant business areas. Below are the critical stages of this process:

  1. Market and Competitor Analysis: Analyze market maps, study competitors and product positioning, and select strategic markets.
  2. Objective Definition: Establish objectives and define key performance indicators (KPIs) and targets for the organization as a whole, as well as for each market and product or service type.
  3. Market Segmentation: Divide the market into segments based on criteria such as geographic location and buying behavior.
  4. Value Proposition and Pricing: Define what makes the product or service unique and valuable to customers, and establish both value selling and pricing approaches.
  5. Marketing and Sales Approach Definition: Define the overall approach for each customer segment and product type:

    • Marketing Strategy (including website, email marketing, social media, among other channels);
    • Transition from Marketing to Sales;
    • Sales Strategy (defining the sales approach, resource allocation, etc.);
    • Customer Loyalty Strategy.
  6. Implementation Roadmap Development: Create an action plan that includes specific activities to be performed, deadlines, and responsible parties.
  7. Monitoring Process Design: Establish a process for tracking results through frequent meetings to adjust strategies as needed, keeping the process agile and aligned with market needs.
Steps for developing a commercial strategy

These stages provide a solid framework for effectively developing and deploying a successful commercial strategy.

Creation of a Coherent Strategy

A coherent commercial strategy integrates all company areas and aligns with the organization’s vision and mission in the short, medium, and long term. To achieve this, it is essential to involve the right teams in the strategy definition process and ensure that team objectives are aligned and serve the organization’s strategic goals.

The importance of this alignment can be understood through specific examples of interdepartmental interactions:

  • Marketing and Sales: The marketing team generates qualified leads for the sales team, which needs to be ready to follow up and convert them into customers. Without this collaboration, valuable leads may be wasted.
  • Sales and Logistics: The sales team must be aware of the logistics capabilities and limitations to avoid making delivery promises that cannot be fulfilled. This prevents customer dissatisfaction.
  • Marketing and Product Management: Marketing strategies should be based on the characteristics and benefits of products developed by product management. This ensures the market message is consistent and aligned with the product’s strengths.

These are just a few examples of existing interactions.

This harmonious integration between different areas of the company ensures that all efforts are directed towards the same goal, enhancing results and strengthening the company’s market position.

Strategy Monitoring and Adaptation

Monitoring the commercial strategy is crucial for ensuring its success, considering it involves holding frequent meetings as well as using metrics and indicators to evaluate progress against defined objectives.

Adaptability is essential in a constantly changing business environment. Periodic strategy reviews allow the company to respond quickly to new opportunities and threats, adjusting tactics to maintain relevance and competitiveness in the market. In addition, defining a commercial strategy is fully compatible with methods like agile marketing, which promotes flexibility and quick response capability.

Reviewing and adjusting the strategy based on continuous data and feedback helps organizations stay agile and aligned with market dynamics, ensuring that marketing and sales initiatives are always aimed at business growth.

Evaluating the Success of the Commercial Strategy

Evaluating a commercial strategy’s performance is important to ensure that it is effective and delivers the desired results. This evaluation identifies strengths and areas needing improvement, ensuring the company is aligned with its short, medium, and long-term goals.

Key Performance Indicators (KPIs)

As previously mentioned, in order to evaluate the success of the commercial strategy, it is essential to define and monitor Key Performance Indicators (KPIs). These indicators provide insight into progress towards established objectives and help identify areas needing adjustment. Examples of KPIs to use include:

  • Revenue: Measures the value generated by sales (can be total, by market, by product type, or other criteria).
  • Profit Margin: Calculates the percentage of profit obtained relative to total revenue after deducting all costs (can be total, by market, by product type, or other criteria).
  • Conversion Rates: Evaluate the efficiency of marketing and sales activities in converting leads into customers at various funnel stages (e.g., website visits to leads, MQL to SQL, SQL to customer).
  • Market Share: Analyzes the company’s market share compared to competitors.
  • Customer Satisfaction: Measures customer satisfaction through surveys and direct feedback.
  • Retention Rate: Measures the company’s ability to retain customers over time, reflecting customer loyalty and satisfaction.
  • Customer Acquisition Cost (CAC): Calculates the average cost to acquire a new customer.
  • Customer Lifetime Value (LTV): Measures the total expected revenue from a customer during their relationship with the company.
  • Return on Investment (ROI): Measures the efficiency of an investment.

Measurement Tools and Evaluation Techniques   

Various tools assist in measuring the success of a marketing and sales strategy. Some of the main categories of tools and metrics that can be used include:

  • Web Analytics Tools: Allow monitoring of website traffic, user behavior, conversions, and other vital data.
  • Customer Relationship Management (CRM) Tools: Help manage customer interactions, sales funnels, and marketing campaigns.
  • Marketing Automation Tools: Manage and automate marketing campaigns.
  • Social Media Tools: Provide functionalities for scheduling, monitoring, and performance analysis of social platforms.
  • Business Intelligence (BI) Software: Transform raw data into useful information and actionable insights.

Implementing these tools and techniques allows for continuous and precise evaluation, enabling quick and effective adjustments to the commercial strategy to ensure the company remains competitive and relevant in the market.

Still have some questions about Commercial Strategy?

What are the new technological trends influencing commercial strategies?

New technological trends significantly impact commercial strategies, enabling greater efficiency, personalization, and reach. Some of the prominent trends include:

  • Artificial Intelligence (AI) and Machine Learning: Used to analyze large volumes of data, predict buying behaviors, and personalize offers.
  • Big Data and Data Analytics: Allow deeper understanding of customer preferences and behaviors, facilitating decision-making.
  • Marketing Automation: Tools that automate marketing campaigns, managing customer interactions across multiple channels.
  • E-commerce and M-commerce: Expansion of online and mobile commerce platforms, providing new sales opportunities and convenience.
  • Internet of Things (IoT): Connected devices provide real-time product usage data and customer interactions.
  • Augmented Reality (AR) and Virtual Reality (VR): Technologies that enhance customer experience, enabling 3D product visualizations and interactive simulations.

How does commercial strategy influence customer satisfaction and loyalty?

A commercial strategy plays an important role in customer satisfaction and loyalty by:

  • Adjusting offerings and pricing to meet market expectations and needs better.
  • Using data to provide personalized experiences and recommendations, increasing relevance and perceived value.
  • Investing in training and efficient customer service systems, ensuring a positive experience at all touchpoints.
  • Implementing reward programs that encourage repeat purchases and reinforce customer loyalty.
  • Collecting and acting on customer feedback to improve products and services, demonstrating a commitment to customer satisfaction.

A well-planned and executed commercial strategy can attract new customers and keep existing ones satisfied and loyal.

What are the challenges of cross-departmental alignment in implementing a commercial strategy?

Cross-departmental alignment is central to the success of a commercial strategy. The main challenges include:

  • Lack of clear and regular communication between departments can lead to misunderstandings and lack of coordination.
  • Different departments may have goals that are not aligned, causing conflicts and inefficiency.
  • Lack of a clear and shared vision can lead departments to work in silos, hindering collaboration.
  • Uneven distribution of resources between departments can affect the ability to implement the strategy efficiently.

Examples of these challenges include the marketing team generating qualified leads that the sales team cannot follow up on, the sales team making delivery promises that logistics cannot fulfill, or the marketing team focusing on promoting items the company cannot deliver.

What is the difference between marketing strategy and commercial strategy?

Marketing strategy and commercial strategy have distinct focuses:

  • Marketing Strategy: Focuses on creating and promoting value for the customer through promotion, advertising, branding, and communication activities. It involves identifying the target market, product positioning, and developing campaigns to attract and engage customers.
  • Commercial Strategy: Encompasses a broader scope, including marketing, sales, distribution, pricing, and customer service. It ensures that all company areas work together to achieve revenue and growth objectives.

In short, the marketing strategy is a part of the commercial strategy.

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