Companies that grow consistently tend to have something in common: sales are no longer the responsibility of a single sector and become part of the business culture. When areas such as marketing, service, finance and operations work aligned, the tendency is to increase efficiency, improve results and reduce waste.

In 2025, a survey by Sebrae (Brazilian Support Service for Micro and Small Businesses) showed that companies with structured planning are more likely to overcome their first years of activity. The McKinsey & Company study points out that organizations with commercial strategy Well-defined solutions can increase sales efficiency by up to 20%.

For Gustavo Braz, CEO of Grupo PMD, a business ecosystem operating in commercial development, business expansion and distribution of solutions for the Brazilian market, many companies still treat sales in a limited way. “Companies that are able to scale do not just depend on good salespeople. They create clear processes, indicators and a mindset focused on generating revenue at all levels”, he states.

Commercial culture in practice

Having a commercial culture means making the entire company think about the customer and business growth. It’s not just about selling more, but about selling better, with method and consistency. In practice, this happens when:

• Marketing generates qualified opportunities for sales;
• Service improves experience and retention;
• Financial monitors margin and profitability;
• Leadership demands goals and indicators;
• Teams understand their role in the final result;

According to Gustavo Braz, when this alignment happens, growth becomes less dependent on specific campaigns or seasonality. “When there is a commercial culture, the company understands the customer better, improves conversion and gains predictability. This allows it to grow with more control”, he says.

Where can an entrepreneur start?

Many entrepreneurs believe they need to sell more, when the problem is in the way they sell. Before looking for new customers, the ideal is to organize the commercial operation. The first steps are usually:

• Map the sales funnel, from prospecting to closing;
• Set realistic goals and weekly indicators;
• Standardize service e follow-up;
• Train commercial team and leaders;
• Measure conversion rate and acquisition cost.

“Without a process, there is no scale. Growing through improvisation tends to generate rework, loss of margin and instability”, says the executive.

Common mistakes that hinder growth

Even companies with good demand can lose results when they do not structure their commercial area. Among the most frequent errors are:

• Depend on few sellers;
• Not tracking numbers;
• Use tools without method;
• Lack of training;
• Leadership distant from commercial operations.

“Commercial culture is not a tool. organizational behavior. If leadership does not support the process, the model will not be maintained”, explains Gustavo Braz.

What changes in the result

When the company matures commercially, it tends to sell more predictably, improve margins and reduce cash flow fluctuations. It also gains the ability to adapt in more challenging market moments. “Companies that structure their commercial culture stop depending on sales peaks and start growing consistently. This completely changes the game”, concludes the CEO of PMD Group.

By Carolina Lara