B2B Commercial Strategy Group

An opportunity for leaders to discuss marketing solutions and commercial best practice. Addressing key challenges such as recruitment and retention, metrics for tracking and improving performance, and encouraging members to build a network of peers in similar job functions.

Chaired by...

Serena McMahon, Chief Commercial Officer, Haymarket Media Group

As a Chief Commercial Officer Serena is responsible for developing and executing the commercial strategy across Haymarket Business Media along with P&L responsibility for all divisional commercial activities.

Combining strong sales leadership skills with the ability to identify new product developments and opportunities across 13 markets. Brands include Campaign, PRWeek, Third Sector, and Management Today.

Member companies

Recent areas of focus

PPA benchmarking work on the revenue mix in B2B companies, comparing pre- and post Covid data
The skills gap within commercial teams, and recruitment trends within the sector
The use of AI tools to track sales metrics and the effective use of data to inform the sales process