The DMC is a tool built to assess in depth the structural, technical, and operational development of an organization’s commercial function. By analyzing 12 key dimensions, it uncovers critical gaps, hidden dependencies, and improvement opportunities that directly affect the ability to acquire, retain, and profitably grow customers—as well as the capabilities needed to scale the sales operation or improve sales effectiveness and productivity.
The DMC classifies commercial maturity into four levels that reflect an organization’s degree of formalization, integration, and adaptive capacity. Each level represents a specific set of structural, technical, and human capabilities that shape sales performance and show how prepared the operation is to improve sales productivity or support business scaling.
Assess your sales operation’s development level and turn it into a management tool. The DMC reveals each organization’s unique profile, showing clearly which dimensions are well established, which need further development, and how they compare against industry peers. This view brings scattered perceptions into a structured, comparable analytical framework, enabling more precise decisions, focused resources, and an improvement roadmap with strategic and operational coherence.
Senior leadership's view often reveals coincidences and tensions that don't always surface in the numbers. By capturing those perceptions in a structured way, recurring concerns, shared priorities, and points of dissonance that can stall alignment become visible. This contrast between executive visions and operational realities opens a key space for reflection: understanding not just what people think, but how aligned leaders are on the commercial direction.
Commercial maturity is the level of structural, technical, and operational development an organization has reached in its commercial function. It shows how key capabilities—such as strategy, planning, technology, leadership, and talent management—work together to generate revenue sustainably. Assessing it helps identify structural constraints, anticipate risks, and make better decisions about how to scale sales performance in highly complex environments.
Based on your IGMC score, you can place your operation within one of the four levels defined by our model and compare it against the benchmark. This view clearly shows how advanced or behind your organization is, the gap versus the reference standard, and how close you are to the next maturity threshold. Understanding this relative position not only clarifies the current state, but also guides which transformations to prioritize to build competitive advantage.
The DMC is designed to go beyond a surface-level reading. Each of its twelve analysis dimensions breaks down into three specific subdimensions that pinpoint the structural factors behind the area’s competitive capabilities. This approach strikes a rigorous balance between breadth and depth, making it easier to identify root causes—not just symptoms. You will gain a clear view of the factors that currently enable or constrain your sales operation’s performance, productivity, and growth.
The model drills down to the finest level of detail, showing the development level achieved in each subdimension of the commercial function. This view clearly reveals where the levers driving growth are—and where the factors holding it back persist. By connecting both levels, you get a practical lens to prioritize interventions, focus resources, and guide decisions with greater precision.
Organizations that have assessed their operations with us.
The DMC is designed to help organizations assess how prepared their sales operation is to improve performance or navigate a business scaling process.
It evaluates the organizational ability to generate revenue profitably, efficiently, and predictably, identifying the structural gaps that limit sales autonomy, create critical dependencies, or reduce effectiveness in converting, retaining, and growing customers.
Assess whether the organization has a clear, shared, and active commercial strategy that guides decision-making, structures operational priorities, and enables coherent, profitable, and sustainable execution in its target markets.
Strategic Direction
Sales Planning
Results Orientation
Evaluate whether the governance and leadership structure promotes agile, transparent decision-making aligned with strategic objectives.
Roles and Structure
Management Mechanisms
Accountability and Control
Evaluate leadership quality, team empowerment, and the ability to inspire sustainable results.
Culture, Customers and Results
Leadership and Coaching
Purpose and Belonging
Analyze the organizational structure and how well aligned it is with commercial objectives and strategies.
Structural Design
Coordination and Collaboration
Scalability
Review how effective marketing and demand generation efforts are as drivers of commercial growth.
Positioning and Messaging
Channels and Tactics
Lead Management
Evaluate the maturity of sales processes and how standardized practices are to ensure efficiency and consistency.
Sales Process
Techniques and Approach
Standardization
Analyze whether the company manages the customer experience in an integrated, coherent, and value-centered way.
Customer Understanding
Service Processes
Voice of the Customer
Evaluate how efficiently resources are used, how time is managed, and how productive the sales team is.
Workflows and Processes
Sales Productivity
Internal Support
Analyze the level of technology integration and the use of AI tools in sales and customer management.
Sales Technology
Automation
Agentic AI Adoption
Determine the ability of the organization to measure, analyze, and make decisions based on reliable, timely information.
Sales Metrics
Analysis and Insights
Decision-Making
Determine the ability of the organization to embed continuous innovation, adapt to changing environments, and sustain competitive advantages.
Department Adaptability
Experimentation
Continuous Learning
Analyze the ability of the organization to attract, develop, and retain high-performing sales talent.
Attraction and Recruitment
Development and Training
Evaluation and Retention
Systemic view of the commercial function, showing how processes, structure, technology, talent, and leadership connect, and how they affect the ability to generate sustainable, scalable revenue.
Identification of management gaps that limit operating efficiency, create unwanted dependencies, or reduce executive control over sales performance.
Objective measurement of commercial maturity based on a 12-dimension model, with qualitative and quantitative indicators to prioritize evidence-based improvements.
Benchmarking against regional and industry peers to contextualize results and define realistic evolution paths based on comparable references.
Reduced risk in structural commercial decisions through a robust analytical framework that aligns vision, action, and results around efficiency, autonomy, and sustainability.
Strategic inputs for decision-making, including organizational redesign, investment planning, capability building, sales model restructuring, or key-role adjustments.
Our track record has been built primarily in Latin America, where we have worked with companies across sectors and maturity levels, giving us a deep understanding of the region's distinctive challenges.
Along the way we have reached meaningful milestones, including projects in Miami, which gave us international visibility and validation in highly competitive ecosystems.
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