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Michael Viertler

Senior PartnerMunich

Helps clients achieve above-market growth by managing sales and developing go-to-market strategies

Michael is deeply involved with McKinsey’s sales and channel work and is a leader within our Marketing & Sales Practice in Europe. His work with industrial, high-tech, and automotive businesses spans a broad range of marketing and sales issues, including sales growth, multichannel management, pricing, and brand positioning.

Drawing on his deep understanding of marketing and sales, Michael advises clients on achieving above-market growth through comprehensive go-to-market transformations, introduction of digital channels, restructuring of sales organizations, design and implementation of systems for margin and revenue management, and the development and implementation of innovative pricing strategies.

Published work

The domino effect: How sales leaders are reinventing go-to-market in the next normal,” McKinsey & Company, October 2020

Boosting car incentive effectiveness,” McKinsey & Company, August 2018

Starting the analytics journey: Where you can find sales growth right now,” McKinsey & Company, April 2018

“The future science behind successful B2B sales growth,” Sales Initiative, March 2018

Boosting your sales ROI: How digital and analytics can drive new performance and growth,” McKinsey & Company, February 2018

For top sales-force performance, treat your reps like customers,” McKinsey & Company, June 2017

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

Cutting sales costs, not revenues,” McKinsey Quarterly, March 2009


Purdue University
MS, industrial administration (MSIA)

Graz University of Technology
MS, mechanical engineering