Why do otherwise successful commercial initiatives so often have less impact on overall performance than we expected? We optimise Sales teams, redesign incentives, implement CRM, improve forecasting, transform Enablement and introduce AI, often with good results within each individual area. But improving a component does not necessarily improve the performance of the commercial system around it. Drawing on practical experience leading transformation across CRM, pricing, forecasting, proposals, prospecting, incentives and AI, this session uses a systems perspective to examine why commercial initiatives don't always have the impact we expect, how the wider organisation can shape their outcomes, and what we might do differently when designing, implementing and evaluating change.