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Our Voice
Where commercial activity, AI and revenue execution are examined, challenged and made to work
The New Commercial Advantage Is Operating Discipline.
Why brands can no longer rely on old channel assumptions, broad campaign activity or historic buying patterns
Richard
May 223 min read
Forecasts Fail Long Before the Forecast Meeting.
Forecast meetings get blamed for a lot.
They are too long. Too vague. Too optimistic. Too subjective. Too focused on the same deals. Too full of phrases like “still confident”, “good engagement” and “waiting on feedback”, each of which should probably be treated as an early warning signal rather than a sales update.
Richard
May 223 min read
Consumer Goods: The Growth Model Is Under Pressure.
Why brands can no longer rely on old channel assumptions, broad campaign activity or historic buying patterns
Richard
May 203 min read
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