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Guilherme Cruz

PartnerNew York

Advises leading technology and telecom companies with a focus on AI, data, and go-to-market strategies

Guilherme is a leader in the Technology, Media & Telecommunications Practice at McKinsey, where he focuses on helping companies achieve profitable growth through digital and analytics levers. He has extensive experience in supporting growth and operational improvements across industries and geographies.

Examples of his recent work include:

  • helping a leading software company define its generative AI (gen AI) strategy and roadmap, including priority use cases and technology foundations for scaling
  • optimizing the go-to-market design of a major software corporation, including redesigning its segmentation, coverage, sales motions, and incentives
  • guiding a leading telecom company to become “AI-native” by building a digital twin of its operations and multiple advanced analytics use cases
  • supporting a major telecom enterprise in determining its long-term strategy in the B2B space, including what markets to prioritize and what role to play in the value chain
  • helping a global hardware player prioritize potential adjacency plays and assess M&A targets
  • assisting a technology infrastructure organization with identifying and executing its long-term growth strategy, including multiple levers in go to market, partnerships, and M&A

Guilherme also coleads our firm’s digital twin and simulations initiatives, our gen AI partnerships ecosystem, and our apprenticeship efforts in the New York office. Now based in New York, he previously lived and worked in Europe and Latin America.


Strategic alliances for gen AI: How to build them and make them work,” McKinsey & Company, May 2024

Future of B2B sales: The big reframe,” McKinsey & Company, November 2022

Digital twins: From one twin to the enterprise metaverse,” McKinsey & Company, October 2022

Sales automation: The key to boosting revenue and reducing costs,” McKinsey & Company, May 2020


Harvard Business School

University College London

Universidade Nova de Lisboa