Next-gen B2B sales: How three game changers grabbed the opportunity (with abstract)
| Next-gen B2B sales: How three game changers grabbed the opportunity (with abstract) | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | March 12, 2024 |
| Authors | Paolo Cencioni, Jacopo Gibertini, David Sprengel, and Martina Yanni |
| Topics | B2B, Omnichannel |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The article Next-gen B2B sales: How three game changers grabbed the opportunity by McKinsey explores how digital operating models have transformed B2B sales, driven by rising customer expectations for seamless and transparent services. Many industrial companies are falling behind more commercially focused peers and losing competitiveness. The top B2B performers use five strategies: omnichannel teams, sales automation, data-driven personalization, marketplace strategies, and e-commerce.
Companies employing all five see greater market growth, though successful implementation demands strategic vision, commitment, and the right capabilities. Leading European companies have succeeded by adopting three of these sales tactics.
The article gives a detailed analysis of the following topics:
- Omnichannel sales teams
- Differentiating inside versus hybrid sales.
- How an industrial automation solution player implemented game-changing inside sales
- Advanced sales technology and automation
- Data analytics and hyperpersonalization
The article also includes some details of the GAE company case, which explains how GEA seized the automation opportunity, and the case study devoted to how Hilti uses machine data to drive sales.
Full text: Next-gen B2B sales: How three game changers grabbed the opportunity
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