Commercial Performance Optimization

Mar 20, 2023
  • sales & marketing
  • data

How to get business impact out of your small data
The current unusual times are forcing us to change our common and deeply embedded habits and behaviour. Times are changing, not just in our daily and personal life, but certainly in our business endeavours and how we engage with our existing customers today and future customers tomorrow.

Present day evolutions push us to shift drastically from large and strategic customer insights (long term) towards tactical and active customer engagements (short term) to deliver fast and visible results. With the availability of the sheer volumes of data it is really necessary to choose wise and maintain focus to keep you customer approach measurable and steerable. To achieve this, you can apply Commercial Performance Optimization (CPO) which is the process of improving the efficiency and effectiveness of your commercial operations by supporting your decision process in a data driven manner.

Total shift towards outstanding customer base management

CPO is more than just another framework or methodology, it requires a total shift in mindset of the business manager towards outstanding customer base management. Often, teams only have access to limited data and therefore rely on their gut feeling or experience to make decisions within sales and marketing. 

Yet, today’s challenging times force organizations to focus their valuable efforts & limited capacity (time, money & resources) onto what really matters. CPO will be crucial in this context to help them make the right choices and focus on what really matters. In other words: attracting the right customers, keeping these customers loyal and growing their value (a.k.a. Get - Keep - Increase).


Making informed decisions based on data-driven KPIs

Key Performance Indicators (KPIs) are critical to measuring and optimizing commercial performance. However, with so many metrics to track, it can be difficult to know which ones can generate impact for your business. By focusing on data-driven KPIs that drive your performance, you can make informed decisions and achieve your goals. Here is how:

  1. Identify your goals: The first step in optimizing commercial performance is to identify your commercial goals. What do you want to achieve? Increased sales? Higher customer satisfaction? By setting clear goals, you can determine the KPIs that are most important to your business.
  2. Choose the right KPIs: Not all KPIs are created equal. Some metrics may be relevant to your business, while others may not be. By using data to understand what's driving performance, you can choose the KPIs that matter most to your business and focus your efforts accordingly.
  3. Track progress: Once you have identified the KPIs that matter most to your business, you need to track progress regularly. By collecting and analyzing data, you can monitor progress and make informed decisions about what is working and what is not.
  4. Make data-driven decisions: By focusing on data-driven KPIs, you can make informed decisions that drive performance and growth. Whether it is optimizing lead generation, streamlining the sales process, improving marketing efforts, driving customer service performance and growth or streamlining operations, data-driven decisions can help you achieve your goals.
  5. Continuous improvement & evaluation: Data-driven optimization is an ongoing process, not a one-time event. Regularly collecting and analyzing data will help you stay ahead of the competition and achieve long-term success.


It all starts with a data-driven mindset 

Once these fundamentals are under control, you can start to implement processes in optimizing and personalizing offers, marketing communication, pricing, discounts, touchpoints and channels. Of course, customer profiling, streamlined processes, investment in technology, improved customer experience, etc. are all part of the customer engagement game, but each one starts with a data-driven mindset.

By focusing on data-driven KPIs that really matter for sales, marketing and customer service, you can improve your business performance and achieve your goals. Start taking steps today to drive growth, boost profits, and secure the success of your business.


React swiftly to short-term market challenges with customer data

The future is for those companies who embrace this short-term change and turn their sales, marketing, and customer service departments in a measurable and steerable environment to address customer and market challenges in a swift, proper, and structured way.

So, we hope to give you positive energy and inspiration to challenge your day and hope to see you back in our next blog. And in the meantime, should you have any questions or want to share your experiences, you always can contact us

We have the solutions and skills to help you with your challenges.

Our next blog is about your commercial targets & expectations, stay tuned!