Top 10 in marketing and sales | 2015 Last year’s most popular articles on marketing and sales 1. The dawn of marketing’s new golden age Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories. more Facebook LinkedIn Twitter 2. How Google breaks through Lorraine Twohill, Google’s senior vice president of global marketing, describes what has and hasn’t changed for marketers trying to connect with customers. more Facebook LinkedIn Twitter 3. The new consumer decision journey For years, empowered consumers have held the upper hand when it comes to making purchasing decisions. But companies are fighting back. more Facebook LinkedIn Twitter 4. Building a design-driven culture It’s not enough to just sell a product or service—companies must truly engage with their customers. Here’s how to embed experience design in your organization. more Facebook LinkedIn Twitter 5. Six steps to transform your marketing and sales capabilities More than two-thirds of traditional commercial transformations fail. Here’s an approach to upgrading your marketing, sales, and pricing capabilities that works. more Facebook LinkedIn Twitter 6. Marketing the Mercedes way Ola Källenius of Daimler discusses the high-tech and high-touch marketing of an iconic brand. more Facebook LinkedIn Twitter 7. Brand success in an era of Digital Darwinism Companies adept at using digital tools along the consumer decision journey are gaining a sizable lead over competitors. more Facebook LinkedIn Twitter 8. What it takes to deliver breakthrough customer experiences To create distinctive customer experiences, large companies need to push the boundaries and adopt next-generation digital thinking and practices in seven key areas. more Facebook LinkedIn Twitter 9. How digital marketing operations can transform business Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get. more Facebook LinkedIn Twitter 10. Building marketing and sales capabilities to beat the market Consistent growth is difficult; consistent outperformance rarer still. Yet many companies still fail to develop their marketing and sales capabilities to drive performance. more Facebook LinkedIn Twitter To see our most popular articles in 2015 in other categories, such as strategy, digitization, business technology, and more, install the McKinsey Insights app for iPad or Android. Share this email Facebook LinkedIn Twitter Stay connected Facebook Twitter Copyright © 2016 | McKinsey & Company, 55 East 52nd Street, New York, New York 10022