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Marketing & Sales

Incumbents as attackers
article

Incumbents as attackers: Brand-driven innovation

May 2015—Big companies are finding growth in new markets by harnessing an underused asset—their brands.more

Editor's choice

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interview

Growing by adapting at speed

May 2015—How do companies stay ahead when everyone is accelerating? Not by merely adapting to changing conditions, but by doing so quickly and decisively, according to McKinsey’s Marc Singer.more

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interview

Making marketing technology work

May 2015—What is marketing technology and why does it matter? Scott Brinker, cofounder and CTO of ion interactive, and Jason Heller, global leader of McKinsey Digital Marketing Operations, explain.more

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article

Six steps to transform your marketing and sales capabilities

March 2015—More than two-thirds of traditional commercial transformations fail. Here’s an approach to upgrading your marketing, sales, and pricing capabilities that works.more

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article

Building marketing and sales capabilities to beat the market

March 2015—Consistent growth is difficult; consistent outperformance rarer still. Yet many companies still fail to develop their marketing and sales capabilities to drive performance.more

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article

Turning pricing power into profit

March 2015—Companies often overlook pricing as a driver of earnings growth, instead defaulting to cost cutting and other measures. Here are five steps to growth through pricing.more

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article | McKinsey Quarterly

A virtuous cycle for top-line growth

February 2015—New data and better coordination can create value in the sales channel.more

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article | McKinsey Quarterly

Brand success in an era of Digital Darwinism

February 2015—Companies adept at using digital tools along the consumer decision journey are gaining a sizable lead over competitors.more

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article | McKinsey Quarterly

Do you really understand how your business customers buy?

February 2015—B2B purchasing decisions increasingly trace complex journeys, challenging the long-standing practices of many sales organizations.more

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article | McKinsey Quarterly

Service innovation in a digital world

February 2015—New digital upstarts are threatening the bottom lines, growth prospects, and even business models of traditional service providers. It’s time for incumbents to innovate—or be left behind.more

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interview | McKinsey Quarterly

Redefining service innovation at Starwood

February 2015—The head of the hotel company’s loyalty program, Mark Vondrasek, describes its approach to technology, guest loyalty, and disruptive new competitors.more

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interview | McKinsey Quarterly

How Google breaks through

February 2015—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

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The material on this page draws on the research and experience of McKinsey consultants and other sources. To learn more about our expertise, please visit the Marketing & Sales Practice.

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