Overview

Embark on a transformative journey with the ""Commercial Excellence Playbook,"" an indispensable guide for CEOs and C-suite executives seeking to elevate their organization's commercial performance. This thought-provoking self-assessment tool empowers leaders to critically evaluate and enhance their business's commercial functions through a unique three-lens approach: The ""As Is"" Lens: Gain a clear picture of your current commercial landscape. The ""Ideal"" Lens: Envision your organization's optimal commercial state. The ""Relevance"" Lens: Determine the importance of each element in your specific market context. Structured around the metaphor of a classical lighthouse, this playbook illuminates eight crucial pillars of commercial excellence: Strategy: The guiding light at the apex Sales: The revenue-generating engine Marketing: The demand creator and brand builder Key Accounts: The strategic customer relationship manager Services: The customer satisfaction and loyalty cultivator Channel Management: The market reach optimizer Pricing: The value capture artisan Governance: The foundational ethical framework Everyone wants to know what to do but no one wants to be told how to suck eggs. Each chapter offers a series of probing questions designed to stimulate deep reflection and uncover actionable insights. By the end of this self-guided exploration, you'll have a comprehensive diagnostic of your organization's commercial strengths and areas for improvement, empowering you to chart a course towards true commercial excellence. Whether you're leading a startup or steering a multinational corporation, ""The Commercial Excellence Playbook"" provides the framework you need to align your commercial strategies, optimize your operations, and drive sustainable growth in today's competitive business landscape.

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9781763869011

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Philip Bowler is a seasoned executive and author who helps business leaders find practical, real-world paths to commercial excellence. With nearly thirty years of experience-including over a decade as a CEO. Philip has driven commercial success across global markets, specifically throughout the Asia Pacific Region. A hands-on leader and father of three, Philip is just as comfortable on the water volunteering with Marine Rescue as he is guiding companies to better sales, smarter customer targeting, and stronger financial performance. His down-to-earth approach, sharpened by years of direct experience across the Asia-Pacific, gives leaders the tools to reflect, act, and unlock real value in their own businesses.

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