Structural Condition > Commercial Alignment
The Commercial Architecture Broke Before You Noticed.
Revenue kept moving. The margin didn't follow. The harder the team worked, the harder it became to explain where the money was going.
What's actually broken
The pricing isn't grounded in margin. The incentives reward volume, not value. The ICP has drifted. Deals are closing — but at the wrong economics. This is a design problem, not an execution problem.
After the mandate
"I know exactly which customers we should be pursuing — and which ones we've been working too hard to keep."
After the mandate
"Pricing decisions get made by a system. Discounts require approval. Margin floors hold."
After the mandate
"The forecast reflects pipeline quality, not just pipeline volume."
If this is the fault line, one conversation will confirm it.
20-30 minutes. Direct questions. No pitch.
The operating architecture fault line may be closer to your situation. Read that page →