Following the merger of two companies in the agricultural sector, the new market access model required redefining the commercial execution of the integrated portfolio. This implied a redefinition
of the commercial coaching process so that managers could support teams from both organizations in the evolution towards a new commercial model.
We began by defining the As Is and To Be of the commercial role to identify the gaps to be addressed through commercial coaching. We filmed fictional meeting scenarios with distributors and producers to visualize the expected mindset shift: from product seller to consultative advisor for the producer’s business.
Then, together with a client core team, we designed a new coaching process with specific routines, KPIs, and commercial tools. Managers were onboarded to the methodology so they could begin implementing it with their teams at key clients (Early Experience client).
