WHAT DOES A COMMERCIAL EXCELLENCE MANAGER DO?
Published: August 1, 2024 - The Commercial Excellence Manager harmonizes the simplification of existing commercial frameworks with the advancement of new pricing policies for product launches and extensions, integrating commercial assessments into the Index Product Development process to prioritize new products accurately. This role sets revenue targets based on thorough market data analysis and client needs, supports Product Managers through client consultations, and ensures products meet market demands while aligning pricing decisions and training with the team's strategic goals. Additionally, the manager optimizes commercial sales strategies using ClientLink CRM to boost new business and sustain existing accounts, aiding the Sr. Product Specialist Manager in driving content for product launches and updates and refines sales incentive plans to address gaps and enhance future strategies.
A Review of Professional Skills and Functions for Commercial Excellence Manager
1. Commercial Excellence Manager Duties
- Business Metrics and KPIs: Prepares or supports the preparation of business metrics and KPIs to analyze business performance.
- CRM Administration: Acts as an administrator of the CRM System (SFDC), including further development.
- Sales Target Evaluation: Evaluate the quarterly Salesforce target delivery.
- Data Forecasting: Creates forecasts with the help of advanced data modeling.
- Data Visualization Design: Designs rich data visualizations to communicate complex ideas to management and company leaders.
- Visualization Projects: Works on a wide portfolio of visualization projects, supporting multiple business partners.
- Quality Compliance: Ensures that all activities are performed in compliance with quality system requirements.
- Business Vision Implementation: Understands, identifies, and implements the overall business vision for project work, keeping in mind cross-functional impacts, integration across the systems, and IT compliance requirements.
- Data Analysis: Analyzes datasets with the help of programming to extract actionable insights that will help drive business decisions.
- Independent and Collaborative Work: Is willing to work independently as well as collaborate with internal and external customers and IT partners.
- Complex Issue Resolution: Solves unique and complex pricing/commercial issues that may not have prescribed solutions.
- Pricing Analysis: Conducts rigorous analyses to model the impact of pricing changes on revenue and growth.
2. Commercial Excellence Manager Details
- Simplifying Current Commercial Framework: Balance the need to simplify the current commercial framework with the need to support the development of new pricing policies for new product launches or product extensions.
- Integrating Commercial Assessment: Integrate commercial assessment within the Index Product Development process with the right mechanisms for new product prioritization.
- Setting Revenue Targets: Set revenue targets for new product initiatives in collaboration with stakeholders firmly based on the assessment of client needs and market data.
- Supporting Product Managers: Support Product Managers with client consultation and business discussions to deliver products that fulfill client and market needs.
- Making Pricing Decisions: Ensure pricing decisions are made effectively and that sound policies are produced.
- Aligning Training with Goals: Ensure all training is aligned with overall Commercial Excellence team goals and objectives.
- Evaluating Coverage Plan: Evaluate the current coverage plan and make recommendations with efficient strategy while implementing necessary changes.
- Providing Direction and Strategy: Provide direction and strategy for commercial sales representatives to generate new business and maintain existing accounts, driving sales and profit in a market via ClientLink CRM.
- Supporting Product Launches: Support Sr. Product Specialist Manager with other teams to drive relevant content for Product Launch reformulations, rebrands, and other releases.
- Driving Sales Incentive Plan: Drive sales incentive plan understanding across commercial teams and identify gaps in current plans for consideration in future plans.
3. Commercial Excellence Manager Responsibilities
- Go-to-Market Strategies: Drives Go-to-Market strategies covering channel strategy and pricing tactics to enable growth plans.
- Market Concepts and Processes: Drives market concepts and processes with all involved internal departments.
- Process Analysis and Optimization: Analyze and improve existing commercial and back-office processes, create concepts and drive regular optimizations.
- Process Development and Integration: Develop and integrate processes to meet commercial and operational business needs across the organization, and define process requirements for tool implementations.
- Compliance Review: Reviews and builds up compliant processes and structures.
- Tender Support: Supports the global commercial team for the creation and submission of comprehensive and compliant responses to tenders.
- Stakeholder Coordination: Coordinate and align with appropriate stakeholders such as legal and compliance team.
- SFE Strategy and Execution: Define the SFE strategy and roadmap to meet commercial objectives and execute it in collaboration with the Head of Sales.
- Field Insights and Planning: Spend time on the field with the sales team to understand what drives a strong and consistent execution.
- Actionable Insights Implementation: Structure these insights into actionable plans that will be implemented throughout the organization.
- Report Design and Coordination: Design and coordinate the preparation of meaningful reports that will help all areas of the business (Marketing, Country Managers, Sales reps, etc.) understand the key drivers of execution.
- Team Training and Tools: Equip and train the teams with the most suitable tools so that they achieve commercial objectives (Software: Sf.com, BI, etc. Hardware: laptops, smartphones, tablets for digital marketing and e-detailing).
4. Commercial Excellence Manager Job Summary
- Work cross-functionally: Work cross-functionally, across countries, global and with BDX to lead the GA PS SFE, SO related designs, builds, tests, and deliver Commercial tools (SFDC, CPQ, Sales Force Communities for Customer Portal, and Qualtrics) and the associated reports and dashboards to measure and communicate broadly to leadership.
- Design and Build Business Processes: Designs and builds Business Processes to improve PS foundational commercial elements. Examples include Pipeline Opportunity Reviews, End-to-end process improvement, and Return on Investment.
- Marketing Measurement and Reporting: Ensures business impact-level marketing measurement and executive reporting on marketing’s contribution to the business.
- Organizational Alignment and Development: Participates in the development of organizational alignment, competency assessments, and skills development.
- Change Management and Communication: Delivers effective change management and communications for technology implementation, data policy, and process re-engineering within marketing and in connection to the broader organization.
- CRM and Marketing Automation Knowledge: Has a deep knowledge of the various CRM and Marketing Automation programs which the company operates.
- Technology Awareness for Lead Generation: Has a responsibility to stay abreast of technology for lead generation in the digital world and works closely with the demand generation manager/team.
- Lead Generation ROI: Fulfills a role to ensure that all lead generation campaigns have a projected ROI before launch and measures the results against the estimate.
- Collaboration with Marketing and Sales: Maintains a working relationship with the various members of the marketing and sales departments, as well as senior leadership team members.
- Pricing Strategy Execution: Delivers and executes key pricing strategies.
5. Commercial Excellence Manager Accountabilities
- Brand Strategy Execution: Set and drive execution of the Brand retailer strategies, steering and monitoring implementation to ensure Coty wins in-store and online.
- Brand Planning: Collaborate with local marketing on the Brand Planning Process including 3-Year Vision & Category/Brand Strategy, Portfolio Strategy & Priorities, Brand Activation Calendar, Product Performance Analysis, Benchmarking, and Initiative Sizing.
- 4Ps Management: Own the creation and deployment of the 4Ps (Product, Place, Pricing & Promotion) including driving decisions that impact its growth through fact-based analysis.
- Influence 4P strategy for the brand within the channel.
- New Product Development (NPD) and Activation: Collaborate with local marketing to land NPD launches, and promotional activations, and ensure core sub-brands grow.
- Cross-functional Collaboration: Work in cross-functional teams in the development of customers both in-store and online.
- Work closely with the NAMs to ensure the plan delivers vs expectations.
- Competitor and Market Analysis: Monitor competitor activity, trends, and trade activity to find new opportunities to win in the market.
- Compliance and Best Practices: Monitor compliance with global guidelines whilst sharing best practices.
- Performance Analysis and Reporting: Provide regular analysis and reporting of category and customer performance data (sell-in, sell-out) via regular EPOS and promotional analysis, influencing the sales and marketing teams for corrective action, and managing communication with global teams.
- P&L Management: Own P&Ls relating to promo changes, distribution changes, and NPD where bespoke plans