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David Sprengel


David Sprengel


Helps B2B and B2B2C companies to achieve profitable growth by applying his expertise in go-to-market strategies, sales effectiveness, sales-push programs, pricing, and growth strategies

David is a leader of sales and channel work in Europe as well as a coleader of the firm’s dealers, aftermarket, and distributors segment. He also leads The Sales Navigator, McKinsey’s approach to measure and benchmark sales effectiveness across sales channels. Over the past years, David has gained experience in growth and go-to-market strategies, sales and pricing excellence programs, and postmerger management within industrial high tech, automotive, and assembly in China, Europe, Southeast Asia, and the United States.

David’s PhD studies focused on corporate responses to direct and indirect effects from climate change.

Examples of David’s recent client work include the following:

  • developing a sales-growth program for a premium automotive OEM in the United States, including dealer enablement, performance management, lead generation, and conversion modules, which achieved a 4 to 6 percent outperformance in year-over-year sales growth
  • designing an outside-in, market-driven account prioritization and coverage model for an industrial equipment provider in Ireland, Germany, and the United Kingdom
  • creating a sales growth program for multiple country organizations of a European high-tech and equipment provider, achieving more than 6 percent growth in orders after 12 months
  • setting up and rolling out a merger value creation and growth plan (including cross-selling and up-selling) from a merger situation across more than 40 country organizations globally, with on-site support in seven markets
  • developing the project selling and execution target process for a large European infrastructure provider
  • leading a sales-growth and loyalization program across Europe for a European automotive company

Published work

Next-gen B2B sales: How three game changers grabbed the opportunity,” McKinsey & Company, March 2024

In the Best Sales Teams, About Half of the People are in Support Roles,” Harvard Business Review, May 2016

4 ways the best sales teams beat the market,” Harvard Business Review, April 2014


Swiss Federal Institute of Technology (ETH), Zurich

Otto Beisheim School of Management, Germany
MS, business

Ecole Supérieur de Commerce, Bordeaux

Warwick Business School

WHU School of Management, Koblenz