Commercial Operations Management (COM) unifies marketing and sales within organisations. This is accomplished by integrating Brand Management, Innovation management, Product Management, Marketing Operations Management (MOM), Channel & Sales Management and Customer Interaction Management. Commercial Operations Management is the alignment of people, process and technology to support commercial activities and improve both innovation and marketing effectiveness. Commercial Operations Management means that enterprises entering into a competitive process, whether “in the market” or “for the market”, hold both the product innovation and marketing team accountable for their commercial and financial outcome.

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