In this session, Paolo Guenzi, Professor and Director of the Commercial Excellence Lab at SDA Bocconi School of Management, will provide an in-depth analysis of how organizations can improve the management of their commercial performance in a strategic, integrated, and consistent way.

Through practical examples and established organizational models, the session will offer a reference framework for designing and managing Commercial Excellence initiatives, starting from a key question: what does sales force productivity truly mean, and how can it be effectively measured.

In particular, participants will have the opportunity to explore four strategic levers to enhance commercial productivity:

• the development of a structured Sales Performance Management system to continuously and effectively monitor sales performance
• the redefinition of sales force roles and competencies in order to align skills with evolving market and organizational needs
• the redesign of sales motivation and incentive models
• the management and integration of technologies within commercial organizations.