Commercial Review
Definition
A clear view of how money is made, by product, by customer type, and by channel. This includes margins, cost-to-serve, discount impact, promotion impact, and which products drive profit versus volume.
Why it matters
It stops marketing optimising for activity instead of profit. It also prevents the “hero product” trap whereby your biggest focus is actually the best way to lose money faster.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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