Problem we solve · Marketing Capability & Commercial Excellence
“Our market development managers are engineers. They need a commercial language.”
Many B2B companies promote technical experts into market development, product management or sales roles. They know the product deeply but lack a shared commercial language: segmentation, value, price and the P&L. A common framework applied to their own markets closes the gap fastest.
Cause 1
Promotion paths reward technical excellence
Cause 2
No common commercial process across functions
Cause 3
Commercial training is generic, not tied to real markets
Paraphrased and anonymized from recent conversations.
“We have three market development managers, all engineers, who need marketing competency and a common language.”
“Sales and technical teams operate within comfort zones tied to legacy products.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We install one strategic marketing and commercial process, with linked tools, across business units and regions.
How it works →How we help
A company-branded academy gives the whole commercial team one language, process and toolbox, applied to real markets.
How it works →How we help
EdgeSim™ lets teams run a B2B business in a simulated market and see how marketing, pricing and investment decisions flow through to P&L and cash.
How it works →Market Edge frameworks used to diagnose and fix this problem.
Specialty Chemicals & Materials
[Result]
A specialty chemicals and materials leader changed its strategy from product and technology to markets and customers, which required new skills, processes and culture.
Read the case →Chemicals & Materials · Coatings
Recent work · 2026
After a general product management course felt too basic for its industrial teams, a coatings business asked for a program built around its own markets.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
A shared way to describe markets, customers and value, and practice applying it to their own business.
Yes. EdgeSim™ connects their decisions to P&L and cash in a way slides cannot.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"I've just taken over marketing, and we don't have standard tools."
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →"Our market development managers are all engineers."
Brilliant technical people now own markets and customers, without a shared commercial toolkit.
How we help →Marketing Capability & Commercial Excellence
“We have a new strategy. I am not sure the team can deliver it.”
Read more →Marketing Capability & Commercial Excellence
“We have done lots of training. Nothing changed.”
Read more →Marketing Capability & Commercial Excellence
“Every business unit plans and sells differently.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.