What Is Commercial Excellence?
Commercial Excellence is a strategic function that ensures Consumer Goods companies optimise their commercial operations, improve revenue growth and drive efficiency across sales, marketing and trade promotion efforts. It is a discipline that integrates data-driven decision-making, automation and best practices to create a competitive edge in a fast-moving market.
Professionals in Commercial Excellence roles serve as a bridge between strategy and execution, ensuring that commercial teams, leadership and external partners align towards common business goals. Their responsibilities often involve a mix of analytics, process improvement, automation and cross-functional collaboration to deliver measurable impact.
While the core principles remain the same, AI is redefining how Commercial Excellence is measured; Consumer Products companies that embrace AI can automate processes, predict market changes and empower teams with real-time insights. Those that don’t risk falling behind.
Why is AI-Driven Commercial Excellence Critical to Success?
AI is reshaping the way Commercial Excellence leaders work. Instead of relying on manual analysis and outdated processes, AI enables teams to:
Make Smarter, Faster Decisions
AI analyses historical performance, market trends and competitor activity to recommend the best promotions and pricing strategies.
Improve Retail Execution
AI ensures sales reps have real-time recommendations, helping them prioritise tasks, improve compliance and increase sales.
Reduce Admin Time & Errors
AI automates claims processing, order execution and demand forecasting, allowing teams to focus on high-impact work.
Stay Ahead of Market Shifts
AI monitors customer behaviour, supply chain disruptions and economic trends, helping businesses react before it’s too late.
By embedding AI into day-to-day commercial operations, teams can work faster, more efficiently and with greater confidence.
Measuring the Business Impact
The business impact of Aforza Vertical AI (Ava) is quantifiable and supported by a solid framework that reflects expected results across various levels of adoption. By addressing the specific needs of each persona with targeted use cases, Aforza provides realistic benchmarks for improvement in three primary areas: reducing labour costs, increasing order margins and growing revenues.
- Lowering labour costs by increasing productivity.
- Boosting order margins through smarter pricing and promotional decisions.
- Driving revenue growth by improving sales execution and commercial planning.
Here’s what companies can typically expect:
Reference: Aforza Vertical AI (Ava) Business Value Driver Impact Levels
These metrics are based on our deep understanding of industry personas, their unique use cases, and proven outcomes from previous deployments. Aforza is confident in these numbers as they reflect realistic business impact aligned with actual needs, meaning you can be confident to measure ROI and track progress over time.
Aforza has been a valued partner to AG Barr for many years, and we’re excited about the transformative impact of Ava. Leveraging the power of Vertical AI, Ava is the ultimate Commercial Excellence Coach,
driving productivity and enabling smarter decision-making.
This will be particularly beneficial for our remote field sales team, providing on-the-go coaching and identifying the best in-store opportunities using real-time visual intelligence and audit data.
Why Is Aforza Leading AI-Driven Commercial Excellence?
Aforza provides AI-powered solutions designed specifically for Consumer Products companies, making Commercial Excellence smarter, faster and more scalable.
If you’re leading Commercial Excellence, Trade Marketing, Sales or Revenue Growth, AI is the key to staying ahead. Aforza provides the technology, automation and insights needed to scale Commercial Excellence in today’s competitive market.
Discover the Power of Ava, Your New Commercial Coach
Ava, Aforza’s Vertical AI, empowers every team member with the world’s top Commercial Excellence Coach, boosting productivity & smarter decisions in every use case.
Get started today with an exclusive offer of 10GB of digital knowledge storage, 1,000 free messages per month & unlimited users.