Commercial Engine Activation

Start with the customer.

Before changing structure or processes, we establish which segments and accounts create long-term value and how they buy. One client raised the average contract value of new accounts by 30%.

Then align resources to target customers and growth potential.

Territories and teams usually reflect how the business grew, not where growth opportunity is now. Reallocating against market potential took an engineered-systems supplier from below-market growth to +8% in a declining market, while also achieving short-term profitability improvement.

Design the process, then add AI.

We map processes from first lead through to delivery and redefine the roles and interfaces across pricing, R&D, engineering and operations. For a specialty packaging manufacturer, restoring application engineering alongside sales was the key to restarting growth.

AI layered on a broken process scales the problem. We fix the workflow first, then build integrated AI workflows where they have most impact: lead generation, technical sales support, rapid market assessments. A recent AI-built case library helped lift new-account conversion from 14% to 34%.

Align competencies and incentives.

Training and incentive changes are often the first thing companies reach for. We put them last. After processes and ways of working are defined it is clear which competencies and incentives the business needs.

Build working systems that stick.

Beyond preliminary diagnostics, we deliver working processes and agentic workflows, not just recommendations. Client teams test the findings, and change is fast-track piloted before roll-out.

Deal professionals

a growth story you can underwrite and defend at exit.

Operating partners

organic growth in the value creation plan, delivered on time, with a fact base to hold management to.

CEOs

a commercial organization aligned to deliver the plan, without disruption or delay.

Commercial leaders

a commercial engine tuned to your growth strategy, more time selling, better conversion, and an aligned organization.

Global engineered-systems supplier

Growth lagged the market, held back by a patchwork of legacy country structures and an unclear go-to-market approach. We reduced the footprint in loss-making markets, split the rest into grow and defend, set channels and team archetypes, and reworked incentives to reward top performers.

Impact: +8% growth in flat and declining markets.

Specialty packaging manufacturer

Revenue had fallen by around a quarter in three years, and the sales team had shrunk by almost half. New application development had stopped. We paired business development with application engineering, tiered accounts by value, and put distributor management on a disciplined footing.

Impact: Revenue decline halted immediately, with a plan for 40%+ revenue growth and higher margins by 2029.

Global safety equipment and services provider

The client wanted to use AI to improve how it sells technical products across its international buy & build network. Humatica redesigned the commercial operating model to leverage AI and provide technical sales support to distributed field sales teams around the globe. Roles, governance and knowledge processes were aligned to deliver on-going improvement.

Impact: Topline growth through higher win rates. Efficiency savings delivering 5-10% EBITDA margin improvement.