The Commercial Ratio Measures Value Communication

The purpose of the Commercial Ratio is to focus on how well your commercial system is communicating value for customers by realizing both Sales and Marketing activities must be aligned and measurable to drive revenue growth.

Your commercial process is an ecosystem with many moving parts. Without an effective procedure to coordinate all of these moving parts and perspectives, you create too much noise for your audience to understand and appreciate the economic value that you can provide.

"The Commercial Ratio measures the health of the commercial system, not the performance of individuals."

Your Company Exists to Produce Value for for Your Investors

Your company is a value engine.

  • Your investors see your whole company as an asset. Its value is measured by its stock price.

  • Your CEO is responsible for building your engine and driving it in such a way that drives shareholder value.

  • Investors want to see how well your company converts capital into value for customers, who give you more sales.

There are three subsystems of your engine:

  • Strategy system - focused on value creation

  • Portfolio system - focused on value delivery

  • Commercial system - focused on value communication

Value Communications Is a Simple Process

Communicating value to customers has four (4) basic parts:

The Audience

The specific people with whom you are trying to communicate the value your company provides in exchange for their money.

Your Messages

The combination of: value propositions, branding, experience, references, products, services, insights, and knowledge your company has that can add value to your audience.

Your Messenger

The person (or entity) who is connecting the dots between the needs and perceptions of the audience with the various messages in your company is a messenger.


Messengers will interact with the audience over some time, hopefully building an economically valuable business relationship that results in a signed contract.

The Value Communication System Is Inefficient

Too Many Cooks in the Kitchen

The buying process within customers is increasingly complex and involves many different stakeholders.

Companies have so many different products and services and a cacophony of documents describing them that the economic value gets diluted.

Demand generation, BDRs, website agents, sales executives, overlays, sales engineers... you get the point.


What’s happened over the years as we’ve moved from an analog economy to a digital economy, the operating models and the ways that we work haven’t kept up.

The Commercial Ratio helps companies understand the commercial waste created by poorly managed organizational silos and an incessant focus on activity. It opens up a dialog to discover new strategies to fix sales and marketing (at the highest level). This includes improving the health of commercial system, and eliminating random acts of sales enablement that produce Productitis (commercial waste).

Today, executive management has only two strategies to fix sales and marketing: reorg or do more.

We are offering a new strategy to reduce the friction of a business called Orchestration. In order to orchestrate, we have to recognize that in an interconnected world, we need to have a new design point to think about all the different parts along the way.

learn more

To find support implementing this strategy within your organization using a proven approach, visit PolarisIO.com.

If you’re interested in connecting with other sales enablement professionals who are becoming orchestrators, visit OrchestrateSales.com.