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Jennifer Stanley


Leads McKinsey’s sales-and-channel work in United Kingdom and Ireland with deep expertise in B2B, go-to-market and omnichannel strategy, sales transformation, sales-force effectiveness, and value selling

Jennifer leads McKinsey’s sales and channel management work in the United Kingdom and Ireland. She specializes in go-to-market (GTM) transformations for B2B companies in a wide range of highly competitive industries, with particular emphasis on basic materials and OEMs. From the design of channel architecture to the reorganization of the sales force, including strategic key-account planning and the development of capability-building programs, she brings to her projects a rich foundation of practical experience and insights from years of McKinsey research.

In her recent work, Jennifer assisted a multibillion global device manufacturer with the redesign of its GTM architecture and sales resource-deployment model; supported an industrial packaging firm in improving its global/key account strategy and corresponding management processes; helped an electronics firm launch a new direct-sales channel alongside its existing wholesale and retail distribution networks; and facilitated the implementation of a sales capability-improvement program for a multinational B2B services company while simultaneously guiding transformation of their GTM strategy.

Jennifer is a frequent author on B2B sales topics and regularly speaks at industry forums. Prior to McKinsey, Jennifer worked in sales and marketing roles and also taught sales management at the university level.

Published work

Future of B2B Sales: Building the right team and talent to drive growth in an uncertain environment,” McKinsey & Company, June 2023

The multiplier effect: How B2B winners grow,” McKinsey & Company, April 2023

The future of B2B sales is hybrid,” McKinsey & Company, April 2022

The new B2B growth equation,” McKinsey & Company, February 2022

B2B sales: Omnichannel everywhere, every time,” McKinsey & Company, December 2021

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

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

How B2B sales have changed during COVID-19,” McKinsey & Company, July 2020

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

How digital is powering the next wave of growth in key-account management,” McKinsey & Company, August 2019

The secret to making it in the digital sales world: The human touch,” McKinsey & Company, May 2018

When B2B buyers want to go digital—and when they don’t,” McKinsey & Company, August 2017

Good to great: What B2B companies do to raise their Digital Quotient,” McKinsey & Company, April 2017

Leading B2B companies are using digital to power sales growth,” McKinsey & Company, April 2017

How B2B digital leaders drive five times more revenue growth than their peers,” McKinsey & Company, October 2016

An unexpected way to improve your sales pipeline conversions by 50 percent,” McKinsey & Company, March 2016

Six building blocks for creating a high-performing digital enterprise,” McKinsey & Company, September 2015

Three ways you can sell more to existing accounts,” Selling Power, May 2015

Three ways to win without your sales funnel,” McKinsey on Marketing & Sales, April 2015

Do you really understand how your business customers buy?,” McKinsey & Company, February 2015

How to influence your new BFF: the Millennial procurement officer,” McKinsey on Marketing & Sales, February 2015

The B2B customer decision journey: The route to increased sales,” Forbes, April 2013

Past experience

OX1 Consulting

UTC College of Business


Oxford University

London School of Economics
MSc, international political economy

University of Tennessee at Knoxville
BA, political science