A VP of Sales and a Commercial Architect chase the same number

A VP of Sales and a Commercial Architect chase the same number. They are not the same job.

A VP of Sales owns the sales org. The team, the forecast, the motion, the bookings. Critical work, and hard.

A Commercial Architect owns the system that produces revenue in the first place. How it is priced. Which channels carry it. How margin is protected. Whether the number is predictable enough to bet on.

One runs the engine. The other designs it.

Most companies are heavy on the first and thin on the second. That is why the number swings, quarter to quarter, and nobody can quite say why.

Which one is your business missing?