About course
Commercial Transformation: Practical Steps to Lead Growth in the Era of Change
Duration: 2 Days
Daily Training Hours: 3 hours
Course Description:
In today’s rapidly evolving markets, traditional growth is no longer sufficient. This course aims to provide participants with a practical and comprehensive framework to lead commercial transformation by integrating key business functions such as marketing, sales, and business development. It leverages data and technological tools while building a flexible leadership culture that fosters innovation. The course includes workshops and practical exercises to ensure knowledge is converted into actionable and implementable plans.
Target Audience:
· Executives and decision-makers in companies and organizations
· Sales, marketing, and business development managers
· Leaders of digital and commercial transformation
· Entrepreneurs and startup founders
· Business and transformation consultants
General Objective:
To empower participants to lead and implement commercial transformation within their organizations using practical strategies and tools aligned with rapid market changes to achieve impactful and sustainable growth.
Specific Objectives:
1. Understand the concept of commercial transformation and its necessity in today’s business environment.
2. Recognize the importance of integrating marketing, sales, and business development functions to deliver a unified customer experience.
3. Master strategic planning tools such as transformation mapping and data-driven decision-making.
4. Develop the leadership and cultural skills necessary to support change and achieve team buy-in.
5. Formulate an actionable commercial transformation plan applicable to real-world work environments.
Course Topics:
Topic 1: Understanding Commercial Transformation and Why It Is Necessary Now
· Definition of commercial transformation
· The difference between organic and transformative growth
· Key indicators your organization needs transformation
· Current trends in the Saudi market
· Local case studies
Topic 2: The Three Commercial Functions That Must Transform Together
· Marketing, Sales, Business Development
· Common mistakes in keeping them siloed
· Integration for a unified customer experience
· Unified KPIs
· Building teams with a shared commercial language
Topic 3: Tools and Strategies to Accelerate Commercial Transformation
· Commercial Transformation Map
· Data-driven thinking
· Pricing strategies
· Technological tools (CRM, automation, AI)
· Reallocation of resources to support growth
· Practical Workshop: Designing a mini transformation plan
Topic 4: Culture and Leadership as Critical Enablers
· The importance of mindset change
· Leadership vs. sales management
· Creating genuine buy-in
· Training, motivation, and adaptability
· The role of national leadership in supporting transformation
· Open Dialogue: Resistance to change – challenges and responses
Closing Session: Practical Application and Action Plan
· Group work by sectors
· Developing a 3-step transformation plan
· Defining KPIs
· Presenting and evaluating the best plan
· Issuing symbolic transformation certificates
Training Outcomes:
By the end of this course, participants will be able to:
· Identify when and why their organization needs commercial transformation
· Design a practical transformation roadmap integrating key business functions
· Select and apply appropriate tools and modern technologies to accelerate outcomes
· Foster a culture of change and build influential leadership
· Develop and follow up on a transformation plan using relevant KPIs
Suggested References:
1. Leading Transformation: How to Take Charge of Your Company's Future
o Authors: Nathan Furr, Kyle Nel, Thomas Zoega Ramsoy
o Publisher: Harvard Business Review Press
o Year: 2018
2. Playing to Win: How Strategy Really Works
o Authors: A.G. Lafley, Roger L. Martin
o Publisher: Harvard Business Review Press
o Year: 2013
