Commercial operations is an ideal partner for sales, because it has the power to observe and analyze markets, generate insights through data, and use these insights to steer the salesforce. But companies need to invest in it continually to ensure its success. Some organizations have transformed it into a trifecta of sales operations, marketing operations, and customer-success operations—to great effect. This critical change requires reconfiguring the team and organizational structure, but with it comes effective collaboration, the better dissemination of information, and all functions traveling in the same direction. Many interviewees told us that expanding their commercial operations helped significantly to streamline their processes. A SVP of global sales said, And another SVP of “When we consolidated commercial operations our operations functions, told us, “After creating a we unearthed a lot of commercial ops team, we inconsistencies and saw a 30 percent increase redundancies that we in productivity and a 5 were able to standardize percent increase in market through adopting share over four years.” best practices.” Future of B2B sales: The big reframe 25