Insights & Publications

Marketing & Sales

Cracking the digital-shopper genome
article

Cracking the digital-shopper genome

August 2015—Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery? The solution begins with bringing all the information together to form a meaningful picture of the consumer.more

Editor's choice

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What ‘digital’ really means

July 2015—Everyone wants to go digital. The first step is truly understanding what that is.more

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How digital marketing operations can transform business

July 2015—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

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article | McKinsey Quarterly

Getting a sharper picture of social media’s influence

July 2015—New research shows that buzz plays a greater role than previously thought in getting consumers to buy and that the pool of the most effective influencers is largely untapped.more

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Reborn in the cloud

July 2015—Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.more

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Incumbents as attackers: Brand-driven innovation

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

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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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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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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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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

About this content

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.