Episode 1: What Is Commercial Transformation?

Most businesses don’t have a growth problem.

They have a commercial systems problem that looks like a growth problem.

In this opening episode of Commercial Transformation, Aiden, Founder of B10, answers a foundational question:

What is commercial transformation and why are so many organisations getting it wrong?

If you’ve searched for what is commercial transformation, you’ve likely found vague definitions, digital buzzwords, or surface-level “transformation” projects that amount to little more than a CRM upgrade or website redesign.

This episode goes deeper.

Commercial transformation is not optimisation.It is not a rebrand.It is not hiring better salespeople.

Commercial transformation is the deliberate redesign of how a business creates, delivers, and captures value across the entire revenue lifecycle.

From first click to recurring revenue.

You’ll learn:

• Why most businesses mistake activity for architecture

• The difference between optimisation and true commercial transformation

• Why fragmented commercial systems silently destroy growth

• The three structural failures behind unpredictable revenue

• The five-stage Commercial Engine Rebuild framework

• How to design commercial systems that compound instead of stall

This episode explores the intersection of strategy, operations, technology, and human capability and why treating them separately is the root cause of commercial inefficiency.

A commercial system is not a collection of tools.

It is an integrated architecture connecting:

• Revenue architecture

• Go-to-market operating model

• Commercial capabilities

When these elements are aligned, growth compounds.

When they are fragmented, revenue becomes inconsistent, founder-dependent, and expensive to scale.

Most organisations are running disconnected commercial systems, marketing measured on leads, sales measured on revenue, customer success measured on retention and with no designed logic connecting them.

That misalignment shows up in longer sales cycles, rising acquisition costs, churn, and stalled growth.

This episode explains why.

This episode of Commercial Transformation is for:

• Founders stuck at a scaling ceiling

• Scaleups with inconsistent revenue

• B2B leaders questioning why “more activity” isn’t breaking through

• Organisations modernising legacy commercial systems

• Teams investing in CRM, automation, or AI without seeing proportional return

If you are asking what is commercial transformation because growth feels harder than it should be, then this conversation is for you.

B10 is a commercial transformation consultancy.

We don’t optimise one function.
We rebuild the entire commercial engine.

From revenue architecture to CRM integration, from website conversion systems to go-to-market alignment, we design, build, automate, and manage integrated commercial systems that scale.

If you want a structured diagnostic conversation about your current commercial system, you can request one via:

https://www.b10hub.com