Building Carlsberg’s commercial capabilities to accelerate growth

Carlsberg came to us with a question: “How can we meet our ambitious growth targets by building capabilities in our Sales and Marketing organisations?”

They asked us to create a joined-up commercial organisation, with Marketing and Sales working together to create enhanced experiences for their consumers and shoppers.

We began work with their global commercial leadership team in a series of sprints. This process defined the commercial capabilities needed to unlock future growth.

Once captured in a single framework, we tested its validity in four priority markets, helping us refine and finalise the model.

Assessing the Sales and Marketing capabilities of each market 

Confident in the framework’s relevance across different market contexts, we created a simple online tool. This was used by another 25 markets to self-assess their existing commercial capabilities against their future business objectives.

We analysed results for each market and verified them with the leadership teams in the markets. 

A roadmap to build capabilities and deliver a 3-year growth ambition

Market results were rolled up into regional findings and informed the development of 3-year roadmaps for each region, and ultimately the whole global organisation. The roadmaps set out priority capabilities for each market and region to focus in order to deliver their 3 year growth ambition.

Roadmaps also included relevant levers to drive change, such as organisation design, leadership, culture, people & skills and data & technology.

A change plan for growth

We are now working with Carlsberg’s global commercial leadership team to implement the priority capability initiatives. 

Published with kind permission.

Find out more about what we do to join up commercial capabilities across Marketing and Sales or get in touch to talk to our team.

We now have a clear vision of the future capabilities we need across our commercial teams to drive growth. Tailored roadmaps across regions and markets give us confidence we are on the right path to drive change and deliver growth globally. Robbie Millar, VP Global Marketing
Brand Learning bring a unique blend of Marketing and Sales expertise and insight that helped us develop a powerful commercial capability plan. John Littleton, Group VP Sales Execution





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What we do

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