Why commercial leadership looks different today: Part 1 of 6

Why commercial leadership looks different today: Part 1 of 6 - Insight

Description

The opening article in Eric Doyle’s (F.ISP, Consult Crux) Modern Commercial Leadership series, setting out the
framework and introducing the five pillars developed across the following five articles. It opens with a personal
account of how B2B selling has changed, from relationship-led sales professionals bearing cakes and
giveaways, to technically-led approaches, to a digital environment reshaped by the internet, email, social media
and now AI, arguing that the playbook which once delivered results no longer works the same way.

The author recounts early resistance to digital commercial approaches, including boards dismissing them as a fad
(one engineering company owner walking out of a meeting within ten minutes), and contrasts this with today’s
greater receptiveness once leadership teams see the implications for pipeline, hiring, investment and profitability.
Modern Commercial Leadership is then defined as the ability to influence how a market understands value, change
and leadership in a world where reputation, expertise and commercial trust increasingly form inside digital
channels, helping organisations become reference points in their sector through visible expertise, aligned
communication and a commercially intelligent digital presence.

The remainder introduces each pillar in brief: Leadership Signal (visible expression of leadership thinking, building
familiarity beyond existing relationships); Cross-Functional Influence (aligning leadership, technical, operational
and commercial voices so the organisation communicates coherently); Digital Credibility and Algorithmic
Reinforcement (consistency and relevance being amplified through platforms, networks and repeat interaction);
and Commercial Conversion (turning visibility, trust and market positioning into measurable business outcomes
and inbound opportunity before any formal sales process begins). Conceptual and scene-setting; contains no
tools, templates or exercises. Aimed at senior sales and commercial leaders.

Summary

Availability:

On-Demand

Cost:

FREE

Credit Offered:

1 ISP CPD Credit