- Commercial excellence delivers accelerated growth and margins, as well as improved productivity and return on investment, enables better resilience and ensures the foundations are laid to scale effectively
- We have developed a scalable, repeatable and insight-driven process to improve commercial excellence across the Group, focused on process, capability and tools
- Our commercial excellence model is most fully embedded in Germany, which is translating into strong commercial performance, highlighting the effectiveness of the team’s strategic initiatives and execution discipline:
- Daxocox has shown significant momentum, with 2025 sales up 35% versus 2024 compared to year-on-year growth of 11% from 2023 to 2024
- Plaqtiv+ also continues to grow strongly, with 2025 sales up 21% versus 2024 compared to year-on-year growth of 9% from 2023 to 2024
- There are proven activities that deliver commercial excellence, as seen in Germany, which are being rolled out across geographies. These activities are all measured by KPIs to track progress and include:
- Defining what competence looks like in critical roles
- Improving our sales process through our Customer Engagement Methodology
- Investing in strengthening the capability of our sales leaders and their teams
- Leveraging improved data and analytics to enable smarter decision making
