We’ve been observing an important shift in the role marketing organizations play in industry-leading companies. Some examples of this shift include:
|From Marketing Excellence||To Commercial Excellence|
|Developing excellent marketers||Developing excellent marketers & general managers|
|The consumer is at the center of everything we do||The consumer and shopper are at the center of everything we do|
|The health of my brand is determined by what consumers and shoppers think of it||The health of my brand is determined as much by what retail buyers think of it as what consumers & shoppers think|
|Brand plan objectives must align with those of key customers; if they don’t we must retrofit to ensure they do||Aligning my brand plan objectives with those of key customers is a crucial early requirement of planning|
We define Commercial Excellence as strategic & executional rigor that delivers more profitable & sustainable business & brand growth because it involves the full manufacturer/retailer & consumer/shopper ecosystems.
How We Help Clients
TPG’s Marketing Practice has your toolkit for commercial excellence.
1 Commercial Accelerators
Commercial Excellence is a marathon, not a sprint. But sometimes the business challenges and opportunities you face require a sprinter. Need urgent support to address a pain point or priority?
2 Commercial Performance
Commercially excellent organizations have a deep understanding of all levers of their P&L, and are relentless in holding all of their decisions and initiatives to an ROI standard. Need to fortify your measurement systems?
3 Commercial Talent
Building and nurturing internal competencies is the single biggest determinant to achieving sustainable Commercial Excellence. Ready to identify and close the competency gaps keeping your organization from its full potential?
TPG acknowledges and leverages the leadership role of the marketing function in driving Commercial Excellence, not merely marketing excellence.
Our Commercial Excellence team’s unique qualifications include:
- Playing consulting &/or practitioner roles on some of the world’s biggest brands
- Being conversant across commercial/operations spectrum & CPG/retail spectrum
- Underpinning our work with world class insights/analytics