Challenge:

TP’s global growth was constrained by inconsistent go-to-market execution across regions, fragmented pricing and qualification models, limited pipeline visibility, and uneven commercial governance. While demand existed, the revenue engine lacked standardization, scalability, and real-time insight, resulting in suboptimal conversion rates, margin leakage, and slowed decision-making at the executive level.

What I led:

As Global Commercial Transformation Director, I led a company-wide redesign of the commercial operating model, aligning sales, marketing, pricing, and reporting across regions. The mandate was to standardize GTM execution globally, improve revenue predictability, strengthen pricing discipline, and equip leadership with actionable commercial intelligence.

I worked directly with global and regional sales leaders, marketing, finance, and IT to re-architect end-to-end commercial workflows, modernize CRM capabilities, and embed enterprise-wide change management to ensure adoption and accountability.

What I delivered:

• Global GTM operating model aligned across 83 countries, unifying qualification, pipeline governance, and execution standards

• Standardized Salesforce & Marketo architecture, delivering end-to-end pipeline visibility, automation, and executive-level reporting

• Global commercial playbook defining sales motions, marketing execution, and pricing governance across regions

• Pricing strategy redesign in partnership with Finance and Sales, improving margin discipline and deal consistency

• AI-enabled CRM automation, reducing manual effort, accelerating deal progression, and improving forecast reliability

Business Results:

✅ 30% increase in lead conversion through GTM & CRM and process optimization

✅ 15% increase in win rate driven by improved qualification and sales alignment

✅ 5% gross margin improvement following global pricing redesign

✅ 40% improvement in commercial operations efficiency across global teams

✅ Faster, more accurate executive reporting through standardized Salesforce dashboards

✅ Stronger cross-regional collaboration enabled by a unified commercial playbook