My good friend and business colleague, Greg Walsh (https://www.linkedin.com/in/greg-wals...) joins me for the latest podcast discussing Commercial / Sales Effectiveness.  Greg’s background is within the Pharma and Medical Devices sector where he held global executive leadership roles in companies such as J&J, Baxter Healthcare, Becton Dickinson and BTG. Greg’s knowledge on commercialisation, sales effectiveness, corporate strategy, new product launches across EMEA and US markets, marketing, P&L, market development, patient centric business models are second to none.  In 2018 Greg became an Atlantic Fellow in brain health from the Global Brain Health Institute (www.gbhi.org) at Trinity College Dublin (TCD) and UCSF, San Francisco and has since set up his own business, DDS Architects Ltd (www.ddsarchitects.org) , a specialist design and training architects practice at the forefront of building and interior design for cognitive and sensory accessibility and inclusion, setting and implementing best practice design for ageing, dementia and neurodiversity. And if that wasn’t enough, he is also a key speaker on customer centric strategy, leadership and entrepreneurship at GBHI- UCSF and Trinity, GIBS South Africa, Imperial College, London.  During the podcast on this vast topic, Greg shares some insightful knowledge and advice on What Sales Effectiveness is? and uses the phrase “delighting your customer”, bringing the customer what they really want, building lasting relationships and using a whole organisation approach to deliver the offering and satisfying the customer needs as a long-term strategy.  Greg gives real life examples from personal experiences on how to approach a Sales Effectiveness strategy and stresses the importance that this requires whole company buy in, consistency and a commitment to execute a plan that could take up to 5 years to embed and see results. He has worked with companies to achieve these goals and has seen huge cultural shifts moving towards an outcome/solutions delivery which has “delighted” the customer and seen significant company growth as a result.  Hope you enjoy listening - we'd love to hear your thoughts and experiences on this topic.