Where does your commercial model stand?

8 questions, five minutes. You get a band, what it means, and a view per function. No contact details are asked for and none are stored.

1. How clearly can your team say what you sell, to whom, and why they choose you?Every person gives a different answerThere is a written line, but it is not usedOne line, used in most conversationsOne line, used everywhere, and tested with buyers

2. When did you last retire an offer that was not earning its keep?We have never retired an offerOnly when a crisis forced itIn the last two years, deliberatelyWe review the portfolio on a schedule and retire routinely

3. Does marketing promise the same thing sales sells and delivery delivers?They visibly disagreeThey agree on the surface, not in the detailAligned, reviewed when something breaksAligned, and reviewed together on a schedule

4. Can you trace new revenue to the activity that produced it?No, attribution is guessworkFor some channels, some of the timeFor most channels, with known gapsYes, and the mix is rebalanced on the evidence

5. Is pricing policy applied as written, or negotiated case by case?Every deal is its own negotiationPolicy exists; exceptions are the normExceptions are rare and need sign-offPolicy holds, and realised price is measured against it

6. Do you know your win rate, and why you lose?Neither is measuredWin rate is measured; losses are not examinedBoth measured; lessons stay in the sales teamBoth measured, and losses change the proposition

7. Does what happens after the sale feed what you sell next?Delivery and sales never speakAnecdotes travel; data does notService data reaches the commercial team quarterlyService signals shape the roadmap continuously

8. Do you know the cost to serve each segment you sell to?Cost to serve is unknownKnown in aggregate onlyKnown by segment, updated yearlyKnown by segment, and it steers pricing and priority