Track 1 · Large Companies

Commercial Excellence
for companies above $100M.

Pricing discipline, incentive plan design, commercial organization, go-to-market strategy, and analytics — for companies where better commercial execution can move the P&L by tens of millions. Built from VP-level experience inside Sealed Air, Huhtamaki, Rubicon, WestRock, and GE Power.

Who This Is For

If you recognize
your situation here.

This track is for $100M+ revenue companies, with the strongest fit between $250M and $1B. Buyers are typically the CEO, CCO, CFO, CRO, division president, head of sales or pricing, or a PE operating partner working with a portfolio company. The work is commercial in scope — pricing, incentives, organization, training, analytics — and is sized to companies where small percentage improvements in commercial discipline translate into meaningful EBIT.

Common Problems

These are the situations
I typically walk into.

Commercial & Pricing

  • Revenue is growing but margin is not following
  • Pricing rules exist on paper but aren't followed in practice
  • Discounts, rebates, and freight terms are leaking value
  • Customer profitability isn't visible to the people making pricing decisions
  • Contract renewals lose margin instead of gaining it
  • The deal review process is informal or nonexistent

Sales Force & Organization

  • Sales incentives reward volume, not gross profit
  • Top performers are leaving; underperformers are comfortable
  • Commercial roles, account ownership, and decision rights are unclear
  • CRM adoption is poor; pipeline forecasts aren't trusted
  • Sales managers are managing activity, not outcomes
  • Strategy doesn't translate into frontline behavior
Service Pillars

What I do.

Commercial Diagnostic

A structured current-state assessment across pricing, margin leakage, sales structure, customer segmentation, sales incentives, CRM discipline, quote-to-contract process, governance, and reporting. Output is a prioritized gap-and-opportunity map. Most engagements begin here.

Pricing & Margin Management

Price floors, discount governance, price waterfalls, margin leakage analysis, escalation clauses, customer profitability, freight and terms leakage, rebate structures. Includes design and implementation of pricing guidelines, approval workflows, and exception management. Built on CPP-certified expertise and 15+ years of pricing leadership.

Sales Incentive Plan Redesign

The most differentiated work I do. Individual vs. team metrics, GP-based incentives, DSO and cash-discipline metrics, accelerators, payout cadence, target-setting logic, simulation, and rollout plan. Three documented case studies show this work moving EBIT by 25%+ in companies ranging from $2M to €1.5B in revenue.

Commercial Organization Design

Roles and responsibilities, account ownership, sales coverage, the pricing function, the commercial excellence function, governance forums, and decision rights. Particularly relevant for companies between commercial leadership transitions, post-merger integrations, or PE-driven transformations.

Contract & Deal Governance

Approval thresholds, deal desk design, escalation models, contract terms, payment terms, renewal logic, indexed pricing structures, strategic account controls. Closes the gap between commercial strategy on paper and actual deal economics in practice.

Go-to-Market & Growth Strategy

Customer segmentation, share-of-wallet expansion, cross-sell motion, channel strategy, strategic account planning, customer prioritization. Most companies dramatically underestimate the revenue sitting inside their existing customer base — this work makes that revenue visible and pursuable.

Commercial Training & Enablement

Pricing discipline training, negotiation training, account planning, customer profitability, sales manager coaching, deal-review playbooks. Designed for sales teams that need a step-change in commercial sophistication, not generic sales skills.

Commercial Analytics & Dashboards

KPI architecture, margin dashboards, price realization tracking, customer profitability, pipeline quality, sales performance reporting. Drawn from building analytics platforms at GE Power (the Athena platform, 550+ global users) and similar work elsewhere. Practical, decision-oriented analytics — not just better reports.

Change Management & Rollout

Stakeholder alignment, communication plan, adoption tracking, manager operating cadence, governance rhythm. The piece most often skipped — and the reason most commercial transformations fail to stick. Designed to make the new system operate, not just exist.
Example Deliverables

What you actually receive.

From a Diagnostic

Ranked opportunity register with quantified profit impact, effort, sequence, and ownership. Executive summary suitable for board or PE sponsor review.

From a Project

Designed sales incentive plan, pricing structure, deal-review workflow, or commercial organization model — with implementation playbook and rollout plan.

From a Retainer

Monthly review meetings, on-call senior input on commercial decisions, deep-dive analyses on emerging issues, and strategic counsel on organization and incentives.

Case Studies

Selected commercial
excellence engagements.

Manufacturing
Industry: Global flexible packaging
Size: €1.5B revenue
Scope: Sales incentive plan redesign across 4 regions, 300 salespeople

Individual accountability replaces regional team-based bonuses

EBIT +25% over 2.5 years — surpassing the historic peak year

Replaced four fragmented regional sales incentive plans with a unified individual-account-level structure: gross profit retention as the primary target, days sales outstanding as the cash-discipline component, and an uncapped incremental gross profit kicker. Top performers earned 40–100% of base in bonuses; underperformers were exposed for the first time.

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B2B Services
Industry: Waste & environmental services
Size: $600M revenue
Scope: Commercial excellence build + share-of-wallet program

From passive bonuses to gross profit ownership

Gross profit +30%, sales +20% within 9 months

Introduced individual GP-based monthly sales incentives validated through Salesforce, alongside a new share-of-wallet program targeting existing customer expansion. Sales reps moved from 1–3% historical growth to 20% growth in nine months by selling more services to existing accounts and discounting less.

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B2B Services
Industry: Waste management services
Size: ~$600M revenue
Scope: CRM adoption through compensation alignment

CRM adoption through incentive alignment

Pipeline visibility transformed within months — without enforcement

Tied monthly bonus validation to opportunity entry in Salesforce. Within months, CRM data quality improved dramatically, pipeline visibility became reliable, and the commercial excellence function could finally support pricing and bidding with real-time data. Compliance through alignment, not mandate.

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Start Here

Most engagements begin
with a diagnostic conversation.

Discovery calls are free and confidential. Tell me what's not working in your commercial organization — I'll tell you honestly whether I can help.

Schedule a Call View Engagement Formats