Powering B2B Sales
with Digital
May 2020 | Sales 3.0 Leadership Summit
Jennifer Stanley, Partner
Marie Rowell, Associate Partner

McKinsey & Company 2
We live in a world of “AND”
… digital AND human
interactions seem
equally necessary to
succeed in B2B sales
@Sales30Conf @McK_MktgSales

McKinsey & Company 3
1 Buyers have become
omnichannel; Sales is adjusting
2 Better enablement of buyers and
sellers through technology could
benefit both groups
3 Companies might consider
accelerating sales tech use cases
as a source of added value
@Sales30Conf @McK_MktgSales

McKinsey & Company 4McKinsey & Company 4
Omnichannel is more prevalent in B2B sales today
B2B buyers use 10+
unique channels
prefer ecommerce to
purchase and re-purchase
channels across CDJ
1 in 5
>50%
7
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company 2nd biannual survey of B2B customers, “Omnichannel Sales Insights, 2019”

McKinsey & Company 5
How effective is the remote/digital sales
model at serving customers?
@Sales30Conf @McK_MktgSales

McKinsey & Company 6
46 27 27All Respondents
48
49
37
21
28
34
31
23
29
All field sales transitioned
to working via
videoconferencing/phone
Partial sales force
working via
videoconferencing/phone
FTF sales force working
in tandem with web sales
% of respondents
How effective is the new sales model at
reaching and serving customers? Less effective
More effective
About the same
Source: McKinsey & Company Global B2B Decision Maker Pulse Survey, April 2020 @Sales30Conf @McK_MktgSales

McKinsey & Company 7
prefer a digital
interaction
1 in 2
decline in sales
rep interactions
5 %0
cite sales rep
digital touch
as trigger
20%
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Global B2B Decision Maker Pulse Survey, April 2020

McKinsey & Company 8
prefer a digital
interaction
1 in 2
decline in sales
rep interactions
5 %0
cite sales rep
digital touch
as trigger
20%
increase in
self-service
2X
surge in mobile
apps for self-
service
ordering
11X
drop in “order
by email”
60%
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Global B2B Decision Maker Pulse Survey, April 2020

McKinsey & Company 9
prefer a digital
interaction
1 in 2
decline in sales
rep interactions
5 %0
cite sales rep
digital touch
as trigger
20%
must-do actions
to sell digitally
0+1
chance of
becoming a
sole supplier
2X
of B2B buyers purchase
from more suppliers
%40
increase in
self-service
2X
surge in mobile
apps for self-
service
ordering
11X
drop in “order
by email”
60%
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Global B2B Decision Maker Pulse Survey, April 2020

McKinsey & Company 10@Sales30Conf @McK_MktgSales
1 Buyers have become
omnichannel; Sales is adjusting
2 Better enablement of buyers and
sellers through technology could
benefit both groups
3 Companies might consider
accelerating sales tech use cases
as a source of added value

McKinsey & Company 11
Digitally-enabled sales is likely here to stay
32
48
17
4NA, made no changes
Very likely to sustain
Somewhat likely to sustain
Unlikely to sustain
80%Likely to sustain
these shifts over
next 12+ months
Staying power of new sales models over next 12 months
% of respondents
Source: McKinsey & Company Global B2B Decision Maker Pulse Survey, April 2020 @Sales30Conf @McK_MktgSales

McKinsey & Company 12
Enabling sellers through technology
When buyers interact with sales
organizations, they cite a desire for
greater access to expertise on demand
To deliver expertise, reps may benefit
from having increased access to
insight-driven analytics
and technology that enables scale and
intimacy
McKinsey & Company 12McKinsey & Company 12@Sales30Conf @McK_MktgSalesSource: McKinsey & Company 2nd biannual survey of B2B customers, “Omnichannel Sales Insights, 2019”

McKinsey & Company 13
37%
Fast Growers
53%
Slow growers
Fast growers effectively use advanced analytics
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Marketing and Sales Practice; sales growth and tech research

McKinsey & Company 14
Advanced
analytics can be
used to score a
lead’s potential,
helping reps
prioritize efforts
Consider using
multiple sources
to enrich leads with
relevant information,
simplifying this task
for the sales rep
96
Lead Management
McKinsey & Company 14@Sales30Conf @McK_MktgSales

McKinsey & Company 15
Sales Engagement Enablement
Consider
automating some
tasks to free up
time for reps
Provide
recommendation
and real-time
feedback
McKinsey & Company 15
CPQ
Conversation analyticsPlaybooks
Content management
Contract
Management
@Sales30Conf @McK_MktgSales

McKinsey & Company 16
Full data visibility of
sales funnel,
opportunities,
and forecasts
Monitor activities and
their impact in real-
time against forecasts
Performance Management
WeeklyDailyMetric dashboard: rep daily view
79%
118%
109%
YTD %
120
Rolling
Rolling
Payout
Through Nov
Aug - Nov
Aug - Nov
Unique attempts Connections Talk time
New opps not
touched
Opps not touched
14+ daysOpps touched
# of opps touched # of new opps not touched # of opps out of ROE
# of emails + calls # of calls >60 secs # of mins on the phone
28
90
15
Calls
35
Emails
18
3
7
Goal: 0 Goal: 0
Goal: 25
Goal: 50 Goal: 30 Goal: 80
McKinsey & Company 16@Sales30Conf @McK_MktgSales

McKinsey & Company 17
Custom training pathways
Real time coachingData-driven coaching
Data-driven insights
on reps’
performance…
…can help identify
specific
developmental
areas…
…and lead to
improved training and
coaching
Training and Coaching
McKinsey & Company 17
User-friendly platform
@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Sales DNA Solution and Database

McKinsey & Company 18@Sales30Conf @McK_MktgSales
1 Buyers have become
omnichannel; Sales is adjusting
2 Better enablement of buyers and
sellers through technology could
benefit both groups
3 Companies might consider
accelerating sales tech use cases
as a source of added value

McKinsey & Company 19
Technology can improve sales performance
customer satisfaction20 - 30%
time to close30 - 50%
uplift in revenue5 - 10%
pipeline conversion10 - 20%
McKinsey & Company 19@Sales30Conf @McK_MktgSalesSource: McKinsey & Company Marketing and Sales Practice, case libraries

McKinsey & Company 20
Some advantages to being a proactive, early adopter
ProactivePartialNone
Profit delta vs. peers
-5
0
5
10
15
-10
20
@Sales30Conf @McK_MktgSalesSource: McKinsey Global Institute, Global AI Survey

McKinsey & Company 21
Where does your organization fall in its
adoption of sales technology?
McKinsey & Company 21
Partial Proactiv
e
None
@Sales30Conf @McK_MktgSales

McKinsey & Company 22

McKinsey & Company 23
Let’s stay connected
@jenstanley3
jennifer_Stanley@mckinsey.com
Jennifer Stanley
marie_rowell@mckinsey.com
Marie Rowell
McKinsey Marketing
and Sales