Woodward has been in charge of commercial side since 2007 (first as director of purely commercial operations, then in 2013 as a CEO). I decided to compare purely commercial revenue to other clubs using Deloitte Money league.
So here is the annual growth in commercial revenue from 2006/2007 to 2019/2020 for the clubs who were top-20 in both years:
Juve - 14%
Liverpool - 13%
Man Utd - 13%
Barcelona - 13%
Bayern - 12%
Spurs - 12%
Inter - 10%
Real Madrid - 10%
Arsenal - 10%
Chelsea - 9%
Schalke - 6%
Lyon - 2%
So the range for top clubs is basically 9-14% annual growth - Schalke and Lyon decreased their standing in the game a lot (Lyon was the dominant side in France, Schalke one of the top German sides) so not really comparable.
This list of course misses the ones which were top-20 in 2007 but performed badly after that (like Milan), but it also missed those who grew rapidly and broke into top-20 (PSG, City, Atlético, Dortmund etc).
In absolute numbers we were 4th in terms of commercial revenue in 2007 (behind Barca, Bayern and Real). In 2020 we are in the same 4th position behind the same clubs. Plus PSG and City are now 5th and 6th and close to us and growing rapidly - so with no success on the pitch I would say even our 4th position is under threat.
So in sum, on purely commercial side over Woodward tenure we just kept up with peers, nothing less but nothing more.