The year 2025 represented a transformative period for the business world. Organizations faced significant changes in consumer behavior, technological adoption, and market regulations. As we look toward the new year, it is essential for managers to review their commercial strategies to identify which tactics delivered tangible results and which need to be adjusted to optimize future performance.
<<<Commercial strategy for closing sales>>>
The first step in this review is distinguishing between short-lived trends and strategies that truly generated impact. The global pandemic and technological advances drove initiatives that, although attractive, did not always provide sustainable value. A clear example was the rise of augmented reality applied to sales: while it sparked interest, various reports from Harvard Business Review indicate that its return on investment was limited in most sectors.
In contrast, the automation of business processes integrated with artificial intelligence did show a positive effect. These initiatives not only increased operational efficiency but also improved customer satisfaction levels. For this reason, decision-making grounded in statistical data and measurable metrics should guide the upcoming operational cycle.
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Reviewing the distribution channels used throughout the year is essential to understand the real reach of the strategies implemented. In this regard, omnichannel approaches offered clear benefits, enabling companies to reach diverse audiences more effectively. Studies confirm that organizations adopting omnichannel models experienced a significant increase in conversion rates.
It is also crucial to evaluate the performance of commercial teams. Metrics such as sales per representative, effectiveness of training, and closing ratios provide concrete insights into opportunities for improvement. Direct feedback from sales teams, gathered through structured interviews, is a valuable tool to detect alignment gaps with strategic objectives.
Another key aspect is the effectiveness of messaging and value propositions by segment. Personalization has become a determining factor in commercial success. Reports from HubSpot show that segmented messages significantly increase open and conversion rates. Reviewing whether each segment received a clear, tailored proposition is essential to identifying areas with room for improvement.
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To structure the analysis, it is useful to implement a review matrix organized around key axes:
Lead generation: Evaluate the quality and volume of leads.
Conversion rate: Identify the percentage of leads converted into customers and associated trends.
Pricing: Analyze pricing flexibility and its effect on purchasing decisions.
CRM: Measure the effectiveness of the customer management system in leveraging data.
Contact cadences: Review the frequency and consistency of follow-ups.
Effective closings: Analyze methods and success rates in the final stage of the commercial cycle.
A solid commercial review requires combining quantitative and qualitative data. Analytics platforms make it possible to cross-reference marketing and sales information to identify misalignments. At the same time, collecting customer feedback—through surveys or social listening—provides essential insights for adjusting value propositions and strengthening satisfaction.
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Based on the lessons learned in 2025, companies should consider the following strategic actions:
Reallocate budgets toward digital initiatives with proven results.
Define clear, specific, and measurable objectives aligned with past performance.
Incorporate emerging technologies that generate real and sustainable value.
Strengthen commercial team training to ensure alignment with new goals.
<<<Key indicators in your logistics area>>>
Successfully navigating the challenges of 2026 will depend on conducting a thorough commercial review that integrates reliable data and prioritizes continuous improvement. Only through a strategic approach—combining lessons from the previous year with the implementation of proven practices—will it be possible to respond effectively to an increasingly dynamic and competitive environment.
At Drew, we reaffirm our commitment to supporting organizations on this path, providing the tools and knowledge necessary to achieve more efficient commercial management aligned with the highest global standards.