Commercial Management and Digital Marketing

It is common for entrepreneurs to spend all their time, resources and efforts in the design of the product and develop the company and neglect other equally important aspects, such as commercial management and digital marketing.

The problem is that without a correct commercial strategy, no matter how good the company and the product are, it will not sell. Therefore, it is vitally important to take into account all important areas. In this article we analyze everything related to commercial management and digital marketing, from the use of technologies to the design of a commercial management plan.

What is commercial management?

The first thing is to correctly define what we mean when we talk about commercial management. Commercial management is to administer and manage the resources that the company has (human, economic, material …) in the best way with the aim of increasing sales.

The two main challenges facing commercial management are:

• On the one hand, that the customer is completely satisfied
• On the other, increase its market share.

Both points require a very specific strategy, based on data and experience. In addition, it is necessary to have a good quality system and coordination between different areas of the company, being a team task rather than a specific department within the company.

In order to correctly design these strategies, it is necessary to analyze the company in all its facets: from its processes, products to customer service and support.

Regardless of the sector or size of the company, commercial management is responsible for solving numerous aspects, such as:

• The orientation and definition of marketing elements
• The implementation of the different information systems
• The structure and sizing of the desired scope
• The automation of all those commercial processes that allow it

What does commercial management have to do with marketing?

As we have seen, commercial management is the administration and efficient use of all available resources with the aim of boosting sales.

Marketing has a lot to do with these objectives, since the main objective of marketing is to optimize the aspects of the company or product that can affect an increase in sales of the same.

For this reason, commercial management and marketing are two pillars that go hand in hand, since both have important synergies in terms of increasing sales and profits of the company.

It is necessary to emphasize that marketing has numerous systems that can help improve the sales of the company. Some of the most common and effective sections are:

• Organic SEO positioning strategies in internet search engines
• Advertising strategies, both online and offline
• Social media
• E-mail marketing
• Improve user experience
• Optimize sales processes
• Increase online performance
• Etc.

Keys to good commercial management

Performing good commercial management is essential to achieve the objectives established in the company. Therefore, below we analyze some of the main tips that will help achieve success in commercial management.

Set clear goals

Any plan needs to have well-defined objectives, as well as a route to achieve those objectives. Otherwise, it is very likely that the company’s goals will never be achieved and a lot of resources and time will be lost along the way.

To set these objectives it is necessary to remember that they must be clear, achievable, measurable and limited to a term objectives. It can be complicated to start this point, so many use the question of what do you want to achieve with commercial management? The answer to this question will help to direct the objectives and thus be able to draw up the appropriate plan.

Perform market analysis

Strategies must be based on data and solid foundations, otherwise they are very likely to fail. To have the necessary data to know how commercial management should be, it is essential to carry out a thorough analysis of the market.

It is important to know what state the current market is in, what the competition is offering, what are the characteristics that customers and users value most… In short, be clear about how the situation is in our particular niche.

Know the product well

We do not mean just knowing what the properties, features and functionalities of the product are. Rather, we refer to the fact of knowing exactly what are theneeds that our product covers, what are the advantages over the competition and how it provides more value than other products that may be on the market.

Knowing these aspects will make it much easier for us to get the most out of the marketing strategy.

Properly structure the marketing plan

Once we have gone through all the previous points, it is time to create the ideal marketing strategy. Importantly, not all strategies are viable. We must start from the analysis of the market to determine which are the best means in which we should focus our focus to maximize the return on investment.

Track

The only way to know if the plan is working or not is to follow up. Are we on the right track? Are the actions working? To answer these and other questions we must monitor the actions that are being carried out.

Only then can we be sure that the plan works. Otherwise, we are in time to change what is not working and find a solution that adapts to the specific needs of the moment, the market or the company.

As we have analyzed throughout this article, commercial management is a very important aspect that all companies should attend. However, in today’s market, only those that really take this pillar seriously will be the ones that go further and obtain the best results in the short, medium and, above all, long term.