A commercial professional with over 20 years experience in sales, marketing, product management from start-up businesses through to corporate growth businesses. Having led commercial teams, product launches and client engagements, I have been uniquely placed to see the growing challenges faced by commercial executives in the B2B environment over the last 10 years.
With the growing dysfunction we are seeing within the corporate buying process, driven by volatile markets and risk avoidance, it is becoming clear the commercial executives' job now is to challenge their customers thinking and teach them about unrealised opportunities and risks in order to be of value.
Our role is to leverage our experience and our organisations' capabilities to coach our customers to a better outcome, if we want to be successful.