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Dennis Spillecke

Senior PartnerCologne

Coleads the Marketing & Sales Practice in Western Europe and helps clients to run customer-centric transformations, build marketing analytics capabilities, and set up the marketing function in the digital age

Dennis coleads the Marketing & Sales Practice in Western Europe as well as our marketing analytics work globally. He helps clients to run customer-centric transformations, build marketing analytics capabilities, and set up the marketing function in the digital age. Examples of his most recent projects include:

  • building an analytics roadmap and running an analytics-driven transformation
  • conducting a customer-centric transformation of an energy company
  • delivering a rebranding effort for a large B2B player
  • implementing a marketing spend effectiveness program for a cosmetics retailer
  • developing a digital strategy for a nonfood retailer

Drawing on his years of client experience, Dennis has published numerous books, articles, and essays on marketing performance, branding, and marketing analytics. His most recent book is Marketing Performance: How Marketers Drive Profitable Growth. It is written as a hands-on guide and offers insights on achieving more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, and higher returns to shareholders.

Video

Marketing's $200 billion opportunity,” McKinsey on Marketing & Sales, July 2013

Hiring internally vs. renting talent at agencies,” McKinsey on Marketing & Sales, July 2013

CMOs in the growth driver's seat,” McKinsey on Marketing & Sales, July 2013

Marketing at ‘clickspeed’,” McKinsey on Marketing & Sales, June 2013

The hurdles to effective retail marketing,” McKinsey on Marketing & Sales, May 2013

Three critical capabilities marketing needs,” McKinsey on Marketing & Sales, April 2013

Retail marketing and branding,” (video series), YouTube, April 2013

Modern marketing: Science, art, craft,” McKinsey on Marketing & Sales, April 2013

Published work

Why intangibles are the key to faster growth in Europe,” McKinsey & Company, November 2022

Marketing in the metaverse: An opportunity for innovation and experimentation,” McKinsey Quarterly, May 2022

Insights to impact: Creating and sustaining data-driven commercial growth,” McKinsey & Company, January 2021

C2C e-commerce: Could a new business model sell more old goods?” McKinsey & Company, September 2021

Omnichannel in B2B sales: The new normal in a year that has been anything but,” McKinsey & Company, February 2021

2020 Top picks: Our most popular articles,” McKinsey & Company, December 2020

These eight charts show how COVID-19 has changed B2B sales forever,” McKinsey & Company, October 2020

Rapid Revenue Recovery: A road map for post-COVID-19 growth,” McKinsey & Company, May 2020

The B2B digital inflection point: How sales have changed during COVID-19,” McKinsey & Company, April 2020

Marketing Performance: How Marketers Drive Profitable Growth, Wiley, June 2016

Power Brands: Measuring, Making, and Managing Brand Success, Wiley, 3rd Edition, January 2015

Retail Marketing and Branding: A definitive guide to maximizing ROI, 2nd Edition, Wiley, 2013

Big Data, Analytics and the Future of Marketing and Sales (eBook), Forbes, July 2013

“Marketing’s budget process is broken,” The Economist, June 2013

Experimenting without risk at the digital marketing factory” (PDF–738 KB), McKinsey, March 2013

Steal that Idea: 5 smart ways presidential candidates mine big data,” Fast Company, October 2012

Turning buzz into gold,” McKinsey on Marketing & Sales, June 2012

Taking social media along the Consumer Decision Journey,” McKinsey on Marketing & Sales, March 2012

What German consumers want tomorrow,” McKinsey on Marketing & Sales, December 2010

Education

Otto Beisheim School of Management
PhD

Otto Beisheim School of Management
Masters