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A Route Map for Driving Commercial Excellence in Pharma

Commercial Excellence in recent years has become recognised by the Pharma industry as a way to gain competitive advantage. This is because they know that the world in which they play is becoming ever more complex and competitive. The NHS environment is becoming ever more complex and the need for GREAT Commercial Excellence to drive success in the business has never been greater. The environment in which you work, the face of your customer, route to market, compliance and ethics has never more stringent. Having robust Commercial Excellence skills and strategies will put you in the driving seat when setting out your future plans for success

Turning 'Theory' into 'Practice'?

The focus of the course is to ensure that when delegates return to work that they will be able to be able to take the lead or at least strongly influence the design and implementation of their company’s Commercial Excellence programme. This means that there is very real blend of theory and practice involved in the course partly because very little proven theory exists about the subject matter. Much of the content is largely based on real, ’best practice’ case studies and the deep experience and knowledge of the facilitator in helping a wide range of organisations to design and implement their own schemes. Reflective learning is also a key for participants. The clear aim is for delegates return with a practical action plan that can be quickly agreed and implemented.

Who should attend?

Key areas to be covered in the programme and documentation

What are the vital elements of running successful
Commercial Excellence
• People – having the right people in Commercial Excellence roles is
fundamental to success
• The essential skill mix in the teams Commercial Excellence specialists
and sales and marketing teams
• Processes – which Commercial Excellence processes will give you
competitive advantage
• Disruptive thinking – what is this and how will it help you with your
Commercial Excellence programmes
• Value Drivers – are your value drivers fit for purpose?
• Working with the NHS - challenges and opportunities
Exercise: Getting participants to share what they think their
company’s CE requirements are and where they are currently
vs desired state
Building and Executing your Commercial Plan
• Core components of a robust Commercial Plan – what are they?
• Pitfalls of Commercial planning and how to avoid them
• Who must be involved with Commercial Planning?
• Measuring the success of your plan - a vital component of your success
Exercise: Discussing the practices and identifying the gaps
in Commercial Planning activities of participants
Case study: Commercial planning excellence

CRM and Commercial Excellence
• What role does CRM play in your Commercial Excellence success?
• What should your CRM be linked to?
• How do you run an effective CRM system?
• Building the right Dashboards in CRM
• WIIFM – how important is this in CRM adoption and how to achieve it?
Exercise: Looking at examples of where CRM is not adopted
and explore rationale with tools to remedy this

Access to your Customers – what tools/skills will you need?
• Digital technology – will this take over from the need for sales teams in
the future?
• Accessing our customers – different methodologies pros and cons
• What will be the key skills required by your teams to be successful?
Exercise: Using the tools to identify the digital marketing pitfalls
and getting tips how to avoid them

The Role of the Matrix Team in Successful Commercial Excellence
• What is a remote team and why is this an essential ingredient?
• Who should you have in your matrix team?
• What are the pros and cons of matrix team working and how do you
ensure your team is productive?
• How and why can a matrix team improve your Commercial
Excellence success?
Exercise: Looking at what a matrix team is and the factors that need
to be considered when building/leading and motivating a successful
matrix team

Global Commercial Excellence
• What are the challenges with leading a Global Commercial Excellence plan
and how can you avoid them?
• Remote team leadership – what are the key skills?
• Can you have a truly Global Programme – what are the compromises?
• Identifying priorities for Global Commercial Excellence programmes
• Measuring success of your team and your programmes
Exercise: Working with different approaches for Global Commercial
Excellence – what are the pros and cons of the different methods
and what is the right one for your company?

Benefits to you

• Providing your business with competitive advantage running the RIGHT Commercial Excellence activities
• Exploring vital components of a robust Commercial Excellence plan and discussing mechanisms to measure outcomes of programmes on an ongoing basis
• Investigating different Commercial Planning tools available and their fit for your company
• Analysing your current situation with Commercial Excellence and identifying ways to fill the gaps with the right people, processes and tools
• Learning from best practices how to boost sales and increase the profit
• Constructing your own ‘first draft’, action plans that will include an outline design of your business’s Commercial Excellence programme along with the key steps that will be involved in implementing it

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac