This is a profile image of Liz Harrison

Liz Harrison


Global thought leader in B2B buyer patterns, bringing expertise in customer experience, sales, and marketing to clients across industries

Liz helps the world’s largest B2B organizations across industries achieve sustained growth, and advises on sales and marketing strategy, among many other areas. She is an expert on go-to-market approaches, especially through complex channel dynamics, driven by her grounding in, and deep understanding of, evolving customer preferences. She spends her time tackling the toughest sales and marketing challenges, such as evolving the sales motion, balancing a direct-to-customer e-commerce channel with a strong dealer network, and setting up a new marketing organization and operating model for success.

As the global leader of B2B Pulse, McKinsey’s research on B2B decision-maker preferences, Liz is at the forefront of how customer demands are changing and what the implications are for B2B sales and marketing. She leads a global team that deeply researches and understands how thousands of B2B decision makers want to interact with suppliers and how sales and marketing are changing around the globe. In this role, Liz is a frequent speaker and content contributor through events, podcasts, and interviews.

Liz is also the founder and global co-leader of McKinsey’s farmer-experience insights, a global effort to better understand how farmers across regions want to interact with input and equipment suppliers.

Prior to her current role, Liz was a founding member and director at NM Incite, McKinsey’s joint venture with Nielsen.

Published work

Voice of the US farmer in 2022: Innovating through uncertainty,” McKinsey & Company, September 2022

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

Busting the five biggest B2B e-commerce myths,” McKinsey & Company, January 2022

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

Farmers value digital engagement, but want suppliers to step up their game,” McKinsey & Company, April 2021

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

Cultivating the omnichannel farmer,” McKinsey & Company, February 2019

Measuring B2B’s digital gap,” McKinsey Quarterly, January 2017

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

Affluent customers want service on social media,” McKinsey & Company, April 2014

Past experience

NM Incite

The Nielsen Company
Research director


Columbia Business School

Stanford University