The document summarizes key points from the #DF16 #SalesSummit conference. It discusses how digital is changing how customers research and buy, with rising expectations of personalized experiences across multiple channels. It also outlines how using digital strategies can help B2B companies grow their customer base, increase retention, reduce costs, scale offerings faster, and prevent disruption. Specific strategies highlighted include leveraging analytics, artificial intelligence, smart partner portals, and predictive capabilities. The document also notes that fast-growing companies invest more in sales training and developing the right skills and talents.
2. #SalesSummit #DF16
75%
of global consumption growth will be
driven by individuals spending more (vs.
population growth) by 2030
18%
Proportion of digital potential that the
U.S. economy as a whole is realizing
>1.5 billion
number of social networking users
globally
$11.1 trillion
Estimated economic value from linking
digital and physical worlds by 2025
4.7%
Expected annual growth for emerging
markets through 2025
45%
Proportion of activities people are paid to
perform that could be automated
3. #SalesSummit #DF16
1. Sell the way customers
want to buy
4. Put together
the
A-team
3. Build
smart analytics
as a norm
2. Power
growth through
digital sales
1. Sell the way
customers
want to buy
2. Power
growth through
digital sales
3. Build
smart analytics
as a norm
4. Put together
the
A-team
4. #SalesSummit #DF16
The sales experience is changing dramatically
60%
increased purchasing centralization
to get better negotiating leverage
2x
Speed is 2x more important than
price in a buying experience
46%
of buyers rate comparison as their
biggest pain point
6+
different channels for purchasing
85%
of B2B buyers prefer Digital GTM for
purchase of exact same product
74%
use Twitter for business
70%
use online video to understand
suppliers
43%
B2B customers would purchase, self-
directed, on supplier’s website
90%
use search to make buying decisions
• Digital changing how
customers research and buy
• Proliferation of channels to
meet customer varying needs
and occasions
• Rising expectation of
personalized experience
• From companies to individuals
6. #SalesSummit #DF16
B2B companies that embed Digital GTM do better…
40-60%
Reductions in cost to serve
…but most struggle
<10%
of B2B companies say they
have a compelling mobile
strategy – 3X lower than top-
performing B2C companies
10%
said digital GTM was a
top investment priority
<15%
of B2B companies use
test-and-learn approaches
that accelerate how to
prioritize digital
<20%
of B2B companies say they
understand key omni
channel journeys
13.5%
EBITDA growth (vs -1.8% for
less digitally able)
30%
Higher acquisition efficiency
5x
Faster growth rates
B2B companies that embed digital
go-to-market do better…
7. #SalesSummit #DF16
Five sources of value from digital go-to-market
Grow
customer
base
Increase
value and
retention of
current
customers
Reduce
cost to
serve
Ramp up
and scale
offerings
faster
Pre-empt
competitive
disruption
9. #SalesSummit #DF16
How fast growth companies use analytics:
76%
to identify opportunities
for specific customers
(vs. 59%)
73%
to gain deal-level insights,
such as profitability
(vs. 61%)
53%
to make decisions
(vs. 37%)
76%
to manage post-
sales accounts
(vs. 56%)
How fast-growth companies use analytics:
10. #SalesSummit #DF16
Build a technological advantage in sales:
AI - Lead generation
Pairing predictive lead analytics with natural language processing
to automate many of the early lead-generation activities
Smart partner portal
rapid responses to partner requests, such as new business price
requirements
Next product to buy CRM recommendation based
on customers’ needs and company’s strongest value proposition
Predictive pipeline analytics
increase the accuracy of pipeline prediction by 2-3x using big
data analysis, resulting in cost reduction and increase in sales
11. #SalesSummit #DF16
48%
spend significant
resources on sales
force training
(vs. 29%)
51%
believe they have the
right sales talent and
capabilities
(vs. 33%)
38%
bring new hires to
steady state
productivity as quickly
as possible
39%
use tailored training
programs by sales
role (vs. 22%)
Fast growers invest in their people
12. #SalesSummit #DF16
Selling outcomes is a different game High Medium
Drivers of performance
Skills
Curiosity ProactivityOpennessExtraversion
85 767871
60 556562
Resource
management
Product
knowledge
Understand-
ing customer
needs
Prospecting
Intrinsics
13. #DF16 #SalesSummit
salesforce.com/sales-summit
Stay connected
Lareina Yee
Senior Partner, San Francisco
Lareina_Yee@mckinsey.com
@LareinaYee
McKinsey on Marketing & Sales
Maria Valdivieso de Uster
Director of Knowledge, Americas M&S, Miami
Maria_Valdivieso@mckinsey.com
@M_Valdivieso1
