CINXE.COM
Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it | McKinsey
<!DOCTYPE html><html dir="ltr" lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1.0"/><meta http-equiv="X-UA-Compatible" content="IE=edge"/><script async="" src="//sandbox.piano.io/xbuilder/experience/load?aid=cJo8WPy0su"></script><script></script><script>var McKinsey = {"ArticleTemplate":"Legacy","DaysSinceCMSPublication":"98","DisplayDate":"11/15/2018","OriginalPublicationDate":"11/15/2018","SitecoreId":"{594ECE55-D702-4916-ACCD-1A22F3360DB5}","Title":"Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it","ArticleType":"Article","ContentType":"Article","ServerNumber":"","IsPageRestricted":"true","UserID":"","RegistrationDate":"","LoginStatus":"logged_out","JobTitle":"","CompanyName":"","blogTags":null,"enableRegWall":true}; var pageMetaInformation = {"CurrentLanguage":"en","AlternateLanguages":[{"DisplayName":"English","LanguageCode":"en","Url":"/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies"}],"NavigationLink":"capabilities","ActiveItemId":"{31935431-A57E-4C69-98DD-6246DDE4D12C}","OfficeCode":"","MiniSiteId":"{5E53683D-3533-4DAD-A9EE-A8303E316C02}"};</script><link rel="icon" href="/favicon.ico"/><link href="https://www.mckinsey.com/redesign/resources/css/styles-rc.css" rel="stylesheet"/><link rel="manifest" href="/manifest.json"/><link rel="dns-prefetch" href="//cdn.dynamicyield.com"/><link rel="dns-prefetch" href="//st.dynamicyield.com"/><link rel="dns-prefetch" href="//rcom.dynamicyield.com"/><link rel="dns-prefetch" href="//cdn.cookielaw.org"/><link rel="preconnect" href="//assets.adobedtm.com"/><link rel="preconnect" href="//connect.facebook.net"/><link rel="preconnect" href="//static.hotjar.com"/><link rel="preload" as="font" href="/next-static/fonts/bower/Bower-Bold.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/regular/McKinseySans-Regular.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/medium/McKinseySans-Medium.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/light/McKinseySans-Light.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/italic/McKinseySans-Italic.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/light-italic/McKinseySans-LightItalic.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/medium-italic/McKinseySans-MediumItalic.woff2" type="font/woff2" crossorigin=""/><meta name="apple-itunes-app" content="app-id=674902075"/><link rel="apple-touch-icon" sizes="57x57" href="/next-static/images/mck-touch-icon-57x57.png"/><link rel="apple-touch-icon" sizes="72x72" href="/next-static/images/mck-touch-icon-72x72.png"/><link rel="apple-touch-icon" sizes="114x114" href="/next-static/images/mck-touch-icon-114x114.png"/><link rel="apple-touch-icon" sizes="144x144" href="/next-static/images/mck-touch-icon-144x144.png"/><link rel="apple-touch-icon" sizes="152x152" href="/next-static/images/mck-touch-icon-152x152.png"/><link rel="apple-touch-icon" sizes="167x167" href="/next-static/images/mck-touch-icon-167x167.png"/><link rel="apple-touch-icon" sizes="180x180" href="/next-static/images/mck-touch-icon-180x180.png"/><meta content="no-referrer-when-downgrade" name="referrer"/><meta content="McKinsey & Company" property="og:site_name" name="site_name"/><meta content="Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it" property="og:title" name="title"/><meta content="Companies that overhaul their go-to-market strategy with savvy use of technology improve their revenue growth and customer satisfaction." property="og:description" name="description"/><meta content="https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies" name="url" property="og:url"/><meta content="index,follow,all" name="robots"/><meta content="https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/hero-why-tech-enabled-go-to-market-innovation-is-critical.jpg" property="og:image" name="image"/><meta content="{594ECE55-D702-4916-ACCD-1A22F3360DB5}" name="sid"/><link href="https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies" rel="canonical"/><meta content="Digital" name="practice-name"/><meta content="N05" name="practice-code"/><meta content="summary_large_image" name="twitter:card"/><meta content="@mckinsey" name="twitter:site"/><title>Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it | McKinsey</title><meta content="Insights & Publications" name="sections"/><meta content="Why tech-enabled go-to-market innovation is critical for industrial companies&mdash;and what to do about it" name="twitter:title"/><meta content="Companies that overhaul their go-to-market strategy with savvy use of technology improve their revenue growth and customer satisfaction." name="twitter:description"/><meta content="Article" property="contenttype" name="contenttype"/><meta content="https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/hero-why-tech-enabled-go-to-market-innovation-is-critical.jpg?mw=677&car=42:25" name="twitter:image"/><meta content="Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it" name="twitter:image:alt"/><meta content="public" name="accesslevel"/><meta content="false" name="excludefromclientlink"/><meta content="article" name="articletype"/><meta content="Venkat Atluri | Satya Rao | Andrew J Wong" name="authors-name"/><meta content="2018-11-15T00:00:00Z" name="itemdate"/><meta content="Digital | Article | November 15, 2018" name="searchresults-tags"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"Article","url":"https://www.mckinsey.com","publisher":{"@type":"Organization","name":"McKinsey & Company","logo":{"@type":"ImageObject","url":"https://www.mckinsey.com/~/media/Thumbnails/Mck_Logo"}},"mainEntityOfPage":{"@type":"WebPage","@id":"https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies"},"datePublished":"2018-11-15T00:00:00Z","dateCreated":"2018-09-19T14:22:27Z","dateModified":"2018-11-15T00:00:00Z","heading":"Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it","image":"https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/hero-why-tech-enabled-go-to-market-innovation-is-critical.jpg","description":"Companies that overhaul their go-to-market strategy with savvy use of technology improve their revenue growth and customer satisfaction.","author":[{"@type":"Person","name":"Venkat Atluri","url":"https://www.mckinsey.com/our-people/venkat-atluri"},{"@type":"Person","name":"Satya Rao"},{"@type":"Person","name":"Andrew J. Wong"}]}</script><meta name="next-head-count" content="58"/><meta name="next-font-preconnect"/><script src="" id="gtag-manager" data-nscript="beforeInteractive"> (function(w, d, s, l, i) { w[l] = w[l] || []; w[l].push({ 'gtm.start': new Date().getTime(), event: 'gtm.js' }); var f = d.getElementsByTagName(s)[0], j = d.createElement(s), dl = l != 'dataLayer' ? '&l=' + l : ''; j.async = true; j.src = 'https://www.googletagmanager.com/gtm.js?id=' + i + dl; f.parentNode.insertBefore(j, f); })(window, document, 'script', 'dataLayer', 'GTM-NJ7TLQ2W'); </script><script src="" id="onetrust-wrapperchecker" data-nscript="beforeInteractive">function OptanonWrapperChecker() {}</script><link rel="preload" href="/_next/static/css/b4162f37e49d8081.css" as="style"/><link rel="stylesheet" href="/_next/static/css/b4162f37e49d8081.css" data-n-g=""/><link rel="preload" href="/_next/static/css/263b89d6f62640b6.css" as="style"/><link rel="stylesheet" href="/_next/static/css/263b89d6f62640b6.css" data-n-p=""/><link rel="preload" href="/_next/static/css/b9ab7b649e8aa36e.css" as="style"/><link rel="stylesheet" href="/_next/static/css/b9ab7b649e8aa36e.css"/><link rel="preload" href="/_next/static/css/72fc56b1fbe032aa.css" as="style"/><link rel="stylesheet" href="/_next/static/css/72fc56b1fbe032aa.css"/><link rel="preload" href="/_next/static/css/fef859298b7853ea.css" as="style"/><link rel="stylesheet" href="/_next/static/css/fef859298b7853ea.css"/><link rel="preload" href="/_next/static/css/0935b32e9890fd0a.css" as="style"/><link rel="stylesheet" href="/_next/static/css/0935b32e9890fd0a.css"/><link rel="preload" href="/_next/static/css/5e45d445fc213154.css" as="style"/><link rel="stylesheet" href="/_next/static/css/5e45d445fc213154.css"/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="/_next/static/chunks/polyfills-5cd94c89d3acac5f.js"></script><script src="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" data-document-language="true" type="text/javascript" data-domain-script="915b5091-0d7e-44d2-a8c4-cf08267e52fe" defer="" data-nscript="beforeInteractive"></script><script defer="" src="/_next/static/chunks/281.b4ac7d01a30ec2f7.js"></script><script defer="" src="/_next/static/chunks/6731.9bccca8a7edb0704.js"></script><script defer="" src="/_next/static/chunks/2354.05223bcb67691d75.js"></script><script defer="" src="/_next/static/chunks/8578.dc4586056e5a019b.js"></script><script defer="" src="/_next/static/chunks/67.8479772cf0b0738e.js"></script><script defer="" src="/_next/static/chunks/8391.9f0f27f73b780083.js"></script><script defer="" src="/_next/static/chunks/2991.4cb0aa2f9f53e653.js"></script><script src="/_next/static/chunks/webpack.a343cb3226d712c3.js" defer=""></script><script src="/_next/static/chunks/framework.62bbe2ca94854a85.js" defer=""></script><script src="/_next/static/chunks/main.51e10588adc949ca.js" defer=""></script><script src="/_next/static/chunks/pages/_app.efd8da288ba65325.js" defer=""></script><script src="/_next/static/chunks/3b1baa31.cd6cdac6158774d8.js" defer=""></script><script src="/_next/static/chunks/7d0bf13e.8f3383787afb45af.js" defer=""></script><script src="/_next/static/chunks/1354.c34ddc4bd7c986c8.js" defer=""></script><script src="/_next/static/chunks/408.f1e6dcef6986b377.js" defer=""></script><script src="/_next/static/chunks/pages/%5B%5B...path%5D%5D.0e7d31a1f4d90875.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_buildManifest.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_ssgManifest.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_middlewareManifest.js" defer=""></script> <script>(window.BOOMR_mq=window.BOOMR_mq||[]).push(["addVar",{"rua.upush":"false","rua.cpush":"false","rua.upre":"false","rua.cpre":"false","rua.uprl":"false","rua.cprl":"false","rua.cprf":"false","rua.trans":"","rua.cook":"false","rua.ims":"false","rua.ufprl":"false","rua.cfprl":"false","rua.isuxp":"false","rua.texp":"norulematch","rua.ceh":"false","rua.ueh":"false","rua.ieh.st":"0"}]);</script> <script>!function(a){var e="https://s.go-mpulse.net/boomerang/",t="addEventListener";if("False"=="True")a.BOOMR_config=a.BOOMR_config||{},a.BOOMR_config.PageParams=a.BOOMR_config.PageParams||{},a.BOOMR_config.PageParams.pci=!0,e="https://s2.go-mpulse.net/boomerang/";if(window.BOOMR_API_key="TURRK-8ADJT-WDUC5-TC32E-KV9ND",function(){function n(e){a.BOOMR_onload=e&&e.timeStamp||(new Date).getTime()}if(!a.BOOMR||!a.BOOMR.version&&!a.BOOMR.snippetExecuted){a.BOOMR=a.BOOMR||{},a.BOOMR.snippetExecuted=!0;var i,_,o,r=document.createElement("iframe");if(a[t])a[t]("load",n,!1);else if(a.attachEvent)a.attachEvent("onload",n);r.src="javascript:void(0)",r.title="",r.role="presentation",(r.frameElement||r).style.cssText="width:0;height:0;border:0;display:none;",o=document.getElementsByTagName("script")[0],o.parentNode.insertBefore(r,o);try{_=r.contentWindow.document}catch(O){i=document.domain,r.src="javascript:var d=document.open();d.domain='"+i+"';void(0);",_=r.contentWindow.document}_.open()._l=function(){var a=this.createElement("script");if(i)this.domain=i;a.id="boomr-if-as",a.src=e+"TURRK-8ADJT-WDUC5-TC32E-KV9ND",BOOMR_lstart=(new Date).getTime(),this.body.appendChild(a)},_.write("<bo"+'dy onload="document._l();">'),_.close()}}(),"".length>0)if(a&&"performance"in a&&a.performance&&"function"==typeof a.performance.setResourceTimingBufferSize)a.performance.setResourceTimingBufferSize();!function(){if(BOOMR=a.BOOMR||{},BOOMR.plugins=BOOMR.plugins||{},!BOOMR.plugins.AK){var e=""=="true"?1:0,t="",n="bdpnbeqxgy4diz5tl7fa-f-20bad9239-clientnsv4-s.akamaihd.net",i="false"=="true"?2:1,_={"ak.v":"39","ak.cp":"19387","ak.ai":parseInt("285213",10),"ak.ol":"0","ak.cr":3,"ak.ipv":4,"ak.proto":"http/1.1","ak.rid":"ee9663c","ak.r":37669,"ak.a2":e,"ak.m":"a","ak.n":"essl","ak.bpcip":"8.222.208.0","ak.cport":39612,"ak.gh":"23.53.33.206","ak.quicv":"","ak.tlsv":"tls1.2","ak.0rtt":"","ak.0rtt.ed":"","ak.csrc":"-","ak.acc":"reno","ak.t":"1739808714","ak.ak":"hOBiQwZUYzCg5VSAfCLimQ==xkt7iZ13czdzBGhnWp8gLf/yerjnzp/j0Inwjs8nFkHwsK7WT2W06/qiD85mzEEzDtTD54y0+7EJauLlqfvpQ2uXuHzLkgfg5GWwDVvzDqLy9lrQGICpdXXh/H6/GmB/g09QgpUSZkrF0u0LZP3w2wdKW7jPRjE7C9kWSvkSv/i5NjUKwCs4nPnCD9o+sRRkNRx26NtDorcNQLAPp5vMngXMbQQunvzPg3UV+0QGObPa+SXEbavqZK+pkLwS+nl0GecbfFd+5/xoSyfScHnv2twXFDRs8eeAnjkMxDCHt1pn/xcOGgTmU4GX1w36BRp3FiHJpzQXEz5D9eG7472ISVihDaaRtD9vxz+sQctKm56PtBFunaijTD5j/lrEjvamGjo/1vHIr9lIZHt0nvUSSDV6EyelYgfcygLwwfDMVv4=","ak.pv":"597","ak.dpoabenc":"","ak.tf":i};if(""!==t)_["ak.ruds"]=t;var o={i:!1,av:function(e){var t="http.initiator";if(e&&(!e[t]||"spa_hard"===e[t]))_["ak.feo"]=void 0!==a.aFeoApplied?1:0,BOOMR.addVar(_)},rv:function(){var a=["ak.bpcip","ak.cport","ak.cr","ak.csrc","ak.gh","ak.ipv","ak.m","ak.n","ak.ol","ak.proto","ak.quicv","ak.tlsv","ak.0rtt","ak.0rtt.ed","ak.r","ak.acc","ak.t","ak.tf"];BOOMR.removeVar(a)}};BOOMR.plugins.AK={akVars:_,akDNSPreFetchDomain:n,init:function(){if(!o.i){var a=BOOMR.subscribe;a("before_beacon",o.av,null,null),a("onbeacon",o.rv,null,null),o.i=!0}return this},is_complete:function(){return!0}}}}()}(window);</script></head><body><noscript><iframe title="Google Tag Manager" src="https://www.googletagmanager.com/ns.html?id=GTM-NJ7TLQ2W" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript><div id="__next" data-reactroot=""><div class="Layout_mck-c-skipbar__K684J"><a data-component="mdc-c-link" href="#skipToMain" class="mdc-c-button___U4iY2_8032924 mdc-c-button--primary___Ed-lT_8032924 mdc-c-button--size-medium"><span class="mdc-c-link__label___Pfqtd_8032924">Skip to main content</span></a></div><main class="mck-o-container--outer" data-layer-region="body" role="main" id="skipToMain"><div data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="AnchoredHero" class="ArticleDefault_mck-c-article-default__SfYQE"><style></style><div data-component="mdc-c-background-image" class="mdc-c-bg-image___GJdv1_8032924 background-image-article-default ArticleDefault_mck-c-article-default__parallax-container__fZ7Iq"></div><div class="ArticleDefault_mck-c-article-default__gradient__Uu21n"></div><div class="ArticleDefault_mck-c-article-default__wrapper-content__XOe9C"><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-col-lg-12"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-u-grid-col-lg-start-1 mdc-u-grid-col-lg-span-10"><div><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-2 mck-u-animation-slide-down ArticleDefault_mck-c-article-default__heading__bv6rL"><div>Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it</div></h1></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-10 mck-u-animation-blur-in-800 ArticleDefault_mck-c-article-default__description__sjoe9"><div><time datetime="2018-11-15T00:00:00Z">November 15, 2018</time> | Article</div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-8 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-9"><span> </span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j"><a data-component="mdc-c-link" href="/our-people/venkat-atluri" class="mdc-c-link-inline___7DRrt_8032924 mdc-c-link-inline--secondary___YKoOK_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Venkat Atluri</span></a> </span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Satya Rao<span> </span></span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Andrew J. Wong</span></span></div><div class="mdc-u-grid-col-md-start-8 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-8 mdc-u-grid-col-lg-end-11 ArticleContent_mck-c-article-content__share-tools__kWRRw"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-5"><div class="mck-u-links-inline">Companies that overhaul their go-to-market strategy with savvy use of technology improve their revenue growth and customer satisfaction.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Fbusiness%20functions%2Fmckinsey%20digital%2Four%20insights%2Fwhy%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies%2Fwhy-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_8032924" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies" data-layer-report-name="why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-md___yi5fA_8032924 mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_8032924"> (PDF-4 MB)</span></a></div></div></div></div> <p><strong>Industrial companies face a compelling opportunity</strong> to innovate their traditional go-to-market channels and models. The simultaneous rise of digital commerce, powerful digital players, and millennials as the dominant customer segment is disrupting the whole sector and changing the way in which industrial companies need to go to market (see sidebar, “Disruption by numbers”).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--display-column___X0HDD_8032924 SideBar_mck-c-sidebar__share-icons___eQy6"><div data-component="mdc-c-dropdown-menu" class="mdc-c-drop-down"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-drop-down__rootmenu___yJzvz_8032924" aria-expanded="false" aria-haspopup="menu"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--default___f-hQM_8032924 mdc-c-icon--size-md___yi5fA_8032924 mck-share2-icon"></span></button><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class=""></div></div><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--radial___y3csX_8032924 mdc-c-icon--size-xxl___cL3ZT_8032924 mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>Disruption by numbers</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><h3>The rise of digital commerce</h3> <ul> <li>x 2 increase in daily US e-commerce spending over the past 5 years</li> <li>40% expected increase in the next 4 years</li> <li>90% B2B customers who research purchasing decisions online</li> <li>46% buyers who view product comparison as the biggest pain point in their buying journey</li> <li>85% prefer to use digital channels for repeat purchases</li> </ul> <h3>The threat from digital players<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="65480fe4-4323-4e88-9a8e-0a50fa5e1a24"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="65480fe4-4323-4e88-9a8e-0a50fa5e1a24" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">All data from 2016</span></span></span></a></span></h3> <ul> <li>$1 billion Amazon’s B2B revenues, with R&D investment of $16 billion</li> <li>$4 billion eBay’s B2B revenues, with R&D investment of $1.1 billion</li> <li>$2.5 billion Alibaba’s B2B R&D investments</li> </ul> <h3>The behavior of millennial customers</h3> <ul> <li>83.1 million millennials in the US (overtaking baby boomers at 75.4 million)</li> <li>67% of millennials prefer to shop online</li> <li>8 out of 10 millennials never buy anything without first reading a review</li> <li>6 hours per week spent on social media</li> </ul></div></div></div></div></div></div> <p>Yet few of them are managing to adapt quickly enough. Over the last five years, McKinsey has measured the Digital Quotient (DQ) of approximately 200 B2C and B2B companies around the world by evaluating 18 management practices related to digital strategy, capabilities, culture, and organization that correlate most strongly with growth and profitability.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-disruptor-signup mck-o-sm-left-span mck-u-inline-module-border-top mck-u-inline-module-border-bottom mck-u-screen-only" data-layer-region="disruptor-signup"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-7 DisruptorSignUp_mck-c-disruptor-signup__heading__JR4i0"><div>Stay current on your favorite topics</div></h2></div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-left"><a data-component="mdc-c-link" href="/user-registration/register-mvc" class="mdc-c-button___U4iY2_8032924 mdc-c-button--primary___Ed-lT_8032924 mdc-c-button--size-large___jwpUy_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Subscribe</span></a></div></div> <p>The study shows that B2B companies trail consumer companies in terms of their overall digital maturity: the average DQ score for the 47 B2B companies in our study was 28, compared with 35 for consumer companies (Exhibit 1).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mck-c-content-header"><div class="ContentHeader_mck-c-content-header__eyebrow__cBTe_"></div></div><div class="mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit1.svgz?cq=50&cpy=Center"/><img alt="Value drivers in tech-enabled selling" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit1.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>While most industrial companies have come to terms with the need to make more strategic use of technology,<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="6353950c-cf80-47a6-b69a-eb2f290c96e5"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="6353950c-cf80-47a6-b69a-eb2f290c96e5" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“<a href="/capabilities/growth-marketing-and-sales/our-insights/how-b2b-digital-leaders-drive-five-times-more-revenue-growth-than-their-peers">How B2B digital leaders drive five times more revenue growth than their peers</a>,” McKinsey & Company, October 2016.</span></span></span></a></span> they are often unsure of how to proceed or are focused on the wrong initiatives, resulting in halting action and a failure to build significant value. On the other hand, those companies that move quickly and decisively to transform their go-to-market channels, models, and culture through technology should be able to unlock substantial value: top quartile B2B players generate 3.5 percent more revenue and are 15 percent more profitable than the rest of the B2B field.</p> <h2>Where the value lies</h2> <p>Our detailed analysis has identified a pool of $74 billion to $298 billion in revenue growth that could be tapped through enabling technology in sales (Exhibit 2). The value comes primarily through new customer experiences, refined pricing, and enhanced selling processes.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mck-c-content-header"><div class="ContentHeader_mck-c-content-header__eyebrow__cBTe_"></div></div><div class="mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit2.svgz?cq=50&cpy=Center"/><img alt="$74 billion to $298 billion of revenue growth can be delivered across industrials through innovative approaches to selling." src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit2.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <h2>An innovative approach to selling</h2> <p>Our experience in working with dozens of industrial companies has helped to identify where the main source of value is across the four main steps of the selling process: the presales stage, the sales process, the transaction itself, and IoT-enabled selling (Exhibit 3).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mck-c-content-header"><div class="ContentHeader_mck-c-content-header__eyebrow__cBTe_"></div></div><div class="mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit3.svgz?cq=50&cpy=Center"/><img alt="Value drivers in tech-enabled selling" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit3.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <h3>Enhancing presales and discovery through digital marketing</h3> <p>Presales covers all customer interactions that lead to the discovery of the brand, product, or service. Industrial companies frequently underestimate the impact of a poor presales experience, such as suboptimal websites or over-reliance on traditional channels for lead generation.</p> <p>However, as the customer landscape shifts toward digital channels, and as e-commerce matures, companies need to develop consumer-centric strategies that will drive traffic to their web pages and improve lead generation. Doing so significantly increases performance, as McKinsey analysis shows that companies with strong presales capabilities consistently achieve win rates of 40 to 50 percent in new business and 80 to 90 percent in renewal business, well above the average.</p> <p>We typically observe four practices that work best: implementing agile digital marketing, optimizing paid search (SEM), maximizing organic search (SEO), and personalizing next-product-to-buy algorithms. These areas often require adopting digital technologies such as advanced analytics and artificial intelligence, and optimizing marketing across traditional and digital channels.</p> <p>An auto retail company set up an agile digital-marketing war room to manage and analyze effectiveness of all campaigns on a daily basis. As a result, the client learned that paid search (search-engine marketing), organic search (search-engine optimization), and email marketing were most effective in attracting profitable customers. By shifting spend to those digital channels, the company saw improvements in traffic (25 to 35 percent) and conversion (greater than 25 percent) within ten weeks.</p> <p>Another industrial company developed detailed customer profiles by aggregating multiple data sources such as customer-profile loyalty identifications and historical sales. From this input, a predictive analytical model was created to show sales patterns based on customer purchasing behavior and provide recommendations on next product to buy. By sending personalized emails and product recommendations, the company was able to increase email conversion by 30 to 40 percent. This approach also helped identify effective selling processes and profitable customer profiles for future sales.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-disruptor1up mck-o-md-center mck-u-inline-module-border-top mck-u-inline-module-border-bottom mck-u-screen-only" data-layer-region="disruptor-1up"><div class="mdc-u-grid mdc-u-grid-gutter-md mdc-u-grid-col-lg-12 mdc-u-grid-col-md-12 "><div class="mdc-u-grid-col-md-span-12"><header data-component="mdc-c-header" class="mdc-c-header"><div class="mdc-c-header__block___i1Lg-_8032924"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><div>Would you like to learn more about <a href="/capabilities/mckinsey-digital/how-we-help-clients">Digital McKinsey</a>?</div></h3></div></header><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--display-column___X0HDD_8032924 mck-c-disruptor1up__content Disruptor1Up_mck-c-disruptor1up__content--links__VV4lE mdc-u-grid-gutter-md"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/how-we-help-clients/digital-strategy" class="mdc-c-link-cta___NBQVi_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Visit our Digital Strategy page</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div> <h3>Transforming customer experience</h3> <p>A profitable sales process relies on developing a deeper understanding of how customers are behaving at each step in their decision journey.</p> <p>This helps companies understand at a granular level where customer pain points and opportunities are and then to establish clear priorities for developing digital tools to improve sales productivity and better engage with customers. Levers typically used include digital buying/fulfillment, optimized sales-coverage models, and customer decision journeys.</p> <p>For example, a large equipment manufacturer conducted customer decision journey (CDJ) research, interviewing and surveying end customers to understand the biggest pain points in their journeys (Exhibit 4).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mck-c-content-header"><div class="ContentHeader_mck-c-content-header__eyebrow__cBTe_"></div></div><div class="mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-tech-enabled-exhibit4.svgz?cq=50&cpy=Center"/><img alt="Breaking down key pain points in the customer decision journey" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-tech-enabled-exhibit4.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Many industrial companies miss this step, putting them at risk of investing in digital tools that don’t meet genuine customer needs. One company discovered that customers spent a significant amount of time understanding product specifications and matching them to their requirements during the quote stage. That led to them starting quotation requests for products that were not optimized for their needs.</p> <p>Insights like these allowed the organization to focus its energies, leading to the development of a minimum viable product prototype with a well-defined feature set to address prioritized pain points. One example was the creation of a web tool that allowed end customers to browse and compare products by specs, a core customer need.This approach and rapid iteration reduced the time needed to develop a full solution from three years to nine months, and the prototype development phase from nine months to six weeks. By creating improved experiences, we estimate that it is possible to increase customer engagement and conversion by 30 to 40 percent.</p> <p>In another company, CDJ analysis revealed two major customer pain points. One, customers were having difficulties in comparing and getting quotes for products. Two, it was cumbersome for customers to track and monitor open orders, because all processes had to be done manually and required multiple interactions between customers and sales reps.</p> <p>Based on these findings, sales leaders developed a web-based platform prototype to allow customers to research products, build their bill of materials (BOM) and receive an initial quote with minimal sales support. Additionally, the platform allowed sales reps and customers to collaborate on requests, share the status of orders, and exchange proactive notifications of any changes. Finally, on the back end, the platform allowed sales reps to have full visibility of the accounts, view open invoices, and flag potential delays or anticipated issues. The implementation of the platform generated significant improvement of customer experience and increased sales productivity by 10 to 15 percent.</p> <p>Based on our experience, technology solutions based on CDJ analysis typically lead to a 3 to 5 percent increase in revenues and increased customer engagement and loyalty to the brand.</p> <h3>Optimizing pricing</h3> <p>The development of digital and analytical tools in transactions, such as dynamic deal-scoring models and data-driven performance management, has significant benefits: our experience suggests significantly improved operating income, optimized B2B product pricing to specific customer segments, maximized value capture in each transaction, and end-to-end pricing-process management throughout the lifetime of products and contracts.</p> <p>Improving price capabilities is also critical given how rapidly e-commerce players can adjust prices and capture opportunities. It is not uncommon for eCommerce players to use dynamic pricing algorithms for individual stock-keeping units (SKUs) on a daily basis. Although such algorithms might be harder to apply in a B2B setting due to constraints on data collection and frequency of transactions, they offer a vision of what is possible as B2B companies’ digital and analytical capabilities mature.</p> <p>One impressive source of value comes from reducing unexplained variability in discounting. A dynamic deal-scoring tool can provide objective guidance for sales reps at the time of deal making. Analyses at a large wholesale distributor, for example, showed that several similar customers received significantly different levels of rebates and discounts due to circumstantial factors, such as sales rep underperformance or unjustified customer requests.</p> <p>To address this issue, a dynamic deal-scoring model was developed using historical data, relevant parameters, and advanced analytical techniques to provide an assessment of expected profitability for each incoming deal (Exhibit 5). The tool delivered results to the sales rep during the quotation phase of the process through an app. Empowered by this information, sales reps clearly understood the performance potential of each incoming deal request and could make a real-time assessment of which levers, such as payment terms or add-on services, could be used to improve deal performance and provide better value for customers.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mck-c-content-header"><div class="ContentHeader_mck-c-content-header__eyebrow__cBTe_"></div></div><div class="mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit5.svgz?cq=50&cpy=Center"/><img alt="Steps to implement a dynamic deal-sourcing solution" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/why%20tech%20enabled%20go%20to%20market%20innovation%20is%20critical%20for%20industrial%20companies/svg-why-tech-enabled-exhibit5.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>The implementation of a dynamic deal-scoring solution significantly improved gross profits (1 to 3 percent) through more targeted discounting and effective use of rebates, and reduced the quoting process from months to a week, creating a much better buying experience for customers and potentially improving win-rates.</p> <p>Industrial companies also have the opportunity to use analytical tools to dynamically set prices at scale and continuously improve pricing performance to drive business objectives. The potential impact can be significant, typically a 2 to 7 percent return on sales in value to the bottom line. However, because sales leaders in industrial companies tend to approach each deal as a unique one, they have been slow to implement advanced analytical techniques to unlock pricing opportunities.</p> <p>(Technology has a significant role to play in the postsales process as well. For more on that, please read “<a href="/capabilities/mckinsey-digital/our-insights/how-disruptive-technologies-are-opening-up-innovative-opportunities-in-services">How disruptive technologies are opening up innovative opportunities in services</a>” in this collection).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-disruptor1up mck-o-md-center mck-u-inline-module-border-top mck-u-inline-module-border-bottom mck-u-screen-only" data-layer-region="disruptor-1up"><div class="mdc-u-grid mdc-u-grid-gutter-md mdc-u-grid-col-lg-12 mdc-u-grid-col-md-12 "><div class="mdc-u-grid-col-lg-span-4 mdc-u-grid-col-md-span-5 Disruptor1Up_mck-c-disruptor1up__image___2Gc4"><picture data-component="mdc-c-picture"><img alt="Tech-enabled transformation: The trillion-dollar opportunity for industrials" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/tech%20enabled%20transformation/issue-thumb-tech-enabled-transformation_1536x864.jpg?cq=50&mh=145&car=16:9&cpy=Center" loading="lazy"/></picture></div><div class="mdc-u-grid-col-lg-span-8 mdc-u-grid-col-md-span-7"><header data-component="mdc-c-header" class="mdc-c-header"><div class="mdc-c-header__block___i1Lg-_8032924"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><div>Tech-enabled transformation: The trillion-dollar opportunity for industrials</div></h3></div></header><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--display-column___X0HDD_8032924 mck-c-disruptor1up__content Disruptor1Up_mck-c-disruptor1up__content--links__VV4lE mdc-u-grid-gutter-md"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/tech-enabled-transformation" class="mdc-c-link-cta___NBQVi_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Read the compendium</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div> <h3>Enabling IoT at dealers and retailers</h3> <p>Original equipment manufacturers (OEMs) and consumer packaged goods companies (CPGs) have started to work with dealer and channel partners to use technology more effectively in sales. IoT-enabled innovations are an area with great potential.</p> <p>Typically, IoT-enabled innovations can unlock value by improving real-time traffic measurement, curbside pickup, intelligent in-store navigation and promotions, and inventory management. To better understand the potential, we reviewed automation opportunities across ten major work-flow activities in retail, including shelving and replacement, pricing and promotion, and checkouts, and identified six major use cases where technology and algorithms can be deployed to increase store performance.</p> <p>One opportunity identified by our research was combining sensors with smartphone technologies such as Bluetooth to map customers’ positioning within the store and then provide tailored offers and information to increase the propensity to buy.</p> <p>Another possible opportunity was to develop a fully automated, nonstop checkout, using a combination of video-surveillance technology and machine-learning algorithms to accurately charge customers >99.9 percent of the time. Another interesting use case developed was to leverage radio-frequency ID (RFID) tags, whose price has declined significantly in recent years, to automate the inventory monitoring process, freeing up store staff to focus on customer-facing activities.</p> <p>Our analysis shows that the total value generated by these improvements can be significant, with estimated increases in revenue of 3 to 10 percent, reductions in operating costs of 15 to 25 percent, and a 5 to 10 percent increase on average in operating profit.</p> <p>At a dealer network, a system of sensors was installed to reliably capture store traffic. The data generated was analyzed through advanced analytics to directly measure several indicators, such as store performance, marketing ROI, effect of store initiatives, and the effect of weather, among others. With this analysis in hand, the team identified several initiatives to improve performance and maximize return on investment by eliminating underperforming marketing campaigns, for example, or refocusing promotions. Furthermore, there was an opportunity to adapt the system to enable the detection of loyalty customers, and create targeted and tailored experiences for them such as matching them with the most experienced staff.</p> <h2>Getting started</h2> <p>No two industrial companies face the same opportunities and challenges in enabling sales through technology, but all companies need to tackle a few key things:</p> <p><em>Invest in understanding your customer at a granular level.</em> Begin by understanding the areas most in need of improvement along your customer decision journeys. This requires getting closer to your customers and understanding the channels they use to research and buy, research through advanced analysis as well as close observation. This process is best when it is continuous and based on frequent communications through dedicated channels between sales and product-development teams.</p> <p><em>Construct one source of truth for your selling data.</em> To fully capture the revenue uplift from selling, it is critical to combine transactional data across channels and systems into a single data lake. This establishes a single source of insight for your sales and tech teams. This may sound trivial, but it’s often the hardest thing to accomplish, given the multiplicity of data sources in many companies.</p> <p><em>Define a big opportunity.</em> With insights into customer buying behaviors in hand, the best companies go for big opportunities. These are comprehensive across a range of levers including churn reduction, incremental sales from enhancing the share of wallet, pricing opportunities, and sales from new channels such as e-commerce.</p> <p><em>Link your technology roadmap to identified value.</em> Your technology investments should be in lockstep with the opportunity you’re going after. For example, if there are significant shifts to e-commerce in certain kinds of transactions, then establishing the right corresponding channel and right presales infrastructure is critical to capturing that opportunity. Similarly, if the variations in pricing practices are significant for similar transactions, then it is critical to invest in dynamic deal-scoring tools. The roadmap should focus on near-term horizons (one to two years) given constantly evolving innovations and customer needs.</p> <p><em>Deploy the technology so you can be responsive.</em> You should deploy solutions using agile methods so that you can rapidly respond to sales and customer feedback. The traditional waterfall approach often results in lost momentum and in a solution that is not in tune with customer needs.</p> <p><em>Invest in a “transformation structure.”</em> Your technology investments need to be tracked and managed as a major change initiative. Sales and customer training is critical to ensure adoption. Granularity in performance management linking the investment to expected results helps to ensure the value is being captured, and allows the business to adjust quickly if necessary.</p> <hr/> <p>Technology isn’t a panacea for digital transformations in sales. It is a core component of a holistic change program that requires effective and deliberate management. But sales organizations that find that balance can deliver massive value to their businesses.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-disruptor-signup mck-o-lg-right-span mck-u-inline-module-border-top mck-u-inline-module-border-bottom mck-u-screen-only" data-layer-region="disruptor-signup"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-4 DisruptorSignUp_mck-c-disruptor-signup__heading__JR4i0"><div>Stay current on your favorite topics</div></h2></div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-left"><a data-component="mdc-c-link" href="/user-registration/register-mvc" class="mdc-c-button___U4iY2_8032924 mdc-c-button--primary___Ed-lT_8032924 mdc-c-button--size-large___jwpUy_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Subscribe</span></a></div></div></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924 mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><a href="/our-people/venkat-atluri"><strong>Venkat Atluri</strong></a> is a senior partner in McKinsey’s Chicago office, where <strong>Satya Rao</strong> is a partner and <strong>Andrew J. Wong</strong> is a consultant.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924 mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="/careers/search-jobs" class="mdc-c-button___U4iY2_8032924 mdc-c-button--secondary___Boipq_8032924 mdc-c-button--size-large___jwpUy_8032924" aria-label="Search Openings" data-layer-event-prefix="CTA Link" data-layer-action="click" data-layer-category="careers" data-layer-subcategory="search" data-layer-text="Search Openings"><span class="mdc-c-link__label___Pfqtd_8032924">Search Openings</span></a></div></div></section></div></main></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="RelatedArticle_mck-c-article-related__GGA76 mck-u-screen-only" data-layer-region="related-articles"><div class="mdc-o-container__wrapper is-wrapped mdc-u-spaced-mobile"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-u-align-center">Related Articles</h5><div class="mdc-u-grid mdc-u-grid-col-md-3 RelatedArticle_items-container__s2uD0"><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/how-disruptive-technologies-are-opening-up-innovative-opportunities-in-services" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-howd-0 { aspect-ratio: 16/9 }</style><img alt="How disruptive technologies are opening up innovative opportunities in services" class="picture-uniqueKey-howd-0" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/how%20disruptive%20technologies%20are%20opening%20up%20innovative%20opportunities%20in%20services/hero-how-disruptive-technologies.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/how-disruptive-technologies-are-opening-up-innovative-opportunities-in-services" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>How disruptive technologies are opening up innovative opportunities in services</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/how-bots-algorithms-and-artificial-intelligence-are-reshaping-the-future-of-corporate-support-functions" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-howb-0 { aspect-ratio: 16/9 }</style><img alt="How bots, algorithms, and artificial intelligence are reshaping the future of corporate support functions" class="picture-uniqueKey-howb-0" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/how%20bots%20algorithms%20ai%20are%20reshaping/hero-bots-algorithms-and-artificial-intelligence.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/how-bots-algorithms-and-artificial-intelligence-are-reshaping-the-future-of-corporate-support-functions" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>How bots, algorithms, and artificial intelligence are reshaping the future of corporate support functions</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/the-trillion-dollar-opportunity-for-the-industrial-sector" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-thet-0 { aspect-ratio: 16/9 }</style><img alt="The trillion-dollar opportunity for the industrial sector: How to extract full value from technology" class="picture-uniqueKey-thet-0" src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/the%20trillion%20dollar%20opportunity%20for%20the%20industrial%20sector/hero-the-trillion-dollar-question-for-advanced-industries.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/our-insights/the-trillion-dollar-opportunity-for-the-industrial-sector" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>The trillion-dollar opportunity for the industrial sector: How to extract full value from technology</div></a></h6></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"Why tech enabled go to market innovation is critical for industrial companies","displayName":"Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"594ece55-d702-4916-accd-1a22f3360db5","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"683910db-02ba-40ba-92e7-726c880160a9","templateName":"ArticleJSS","placeholders":{"jss-main":[{"uid":"232bb7e9-289f-492d-a916-2b6185e44a84","componentName":"ArticleTemplate","dataSource":"","fields":{"data":{"articleTemplate":{"title":{"jsonValue":{"value":"Why tech-enabled go-to-market innovation is critical for industrial companies\u0026mdash;and what to do about it"}},"sEOTitle":{"value":""},"description":{"jsonValue":{"value":"Companies that overhaul their go-to-market strategy with savvy use of technology improve their revenue growth and customer satisfaction."}},"sEODescription":{"value":""},"displayDate":{"jsonValue":{"value":"2018-11-15T00:00:00Z"}},"body":{"value":"[[DownloadsSidebar]] \u003cp\u003e\u003cstrong\u003eIndustrial companies face a compelling opportunity\u003c/strong\u003e to innovate their traditional go-to-market channels and models. The simultaneous rise of digital commerce, powerful digital players, and millennials as the dominant customer segment is disrupting the whole sector and changing the way in which industrial companies need to go to market (see sidebar, \u0026ldquo;Disruption by numbers\u0026rdquo;).\u003c/p\u003e\n\n[[sidebar sidebar]]\n\n\u003cp\u003eYet few of them are managing to adapt quickly enough. Over the last five years, McKinsey has measured the Digital Quotient (DQ) of approximately 200 B2C and B2B companies around the world by evaluating 18 management practices related to digital strategy, capabilities, culture, and organization that correlate most strongly with growth and profitability.\u003c/p\u003e\n\n[[disruptorsignup left]]\n\n\u003cp\u003eThe study shows that B2B companies trail consumer companies in terms of their overall digital maturity: the average DQ score for the 47 B2B companies in our study was 28, compared with 35 for consumer companies (Exhibit 1).\u003c/p\u003e\n\n[[exhibit 1]]\n\n\u003cp\u003eWhile most industrial companies have come to terms with the need to make more strategic use of technology,[[footnote 1]] they are often unsure of how to proceed or are focused on the wrong initiatives, resulting in halting action and a failure to build significant value. On the other hand, those companies that move quickly and decisively to transform their go-to-market channels, models, and culture through technology should be able to unlock substantial value: top quartile B2B players generate 3.5 percent more revenue and are 15 percent more profitable than the rest of the B2B field.\u003c/p\u003e\n\n\u003ch2\u003eWhere the value lies\u003c/h2\u003e\n\n\u003cp\u003eOur detailed analysis has identified a pool of $74 billion to $298 billion in revenue growth that could be tapped through enabling technology in sales (Exhibit 2). The value comes primarily through new customer experiences, refined pricing, and enhanced selling processes.\u003c/p\u003e\n\n[[exhibit 2]]\n\n\u003ch2\u003eAn innovative approach to selling\u003c/h2\u003e\n\n\u003cp\u003eOur experience in working with dozens of industrial companies has helped to identify where the main source of value is across the four main steps of the selling process: the presales stage, the sales process, the transaction itself, and IoT-enabled selling (Exhibit 3).\u003c/p\u003e\n\n[[exhibit 3]]\n\n\u003ch3\u003eEnhancing presales and discovery through digital marketing\u003c/h3\u003e\n\n\u003cp\u003ePresales covers all customer interactions that lead to the discovery of the brand, product, or service. Industrial companies frequently underestimate the impact of a poor presales experience, such as suboptimal websites or over-reliance on traditional channels for lead generation.\u003c/p\u003e\n\n\u003cp\u003eHowever, as the customer landscape shifts toward digital channels, and as e-commerce matures, companies need to develop consumer-centric strategies that will drive traffic to their web pages and improve lead generation. Doing so significantly increases performance, as McKinsey analysis shows that companies with strong presales capabilities consistently achieve win rates of 40 to 50 percent in new business and 80 to 90 percent in renewal business, well above the average.\u003c/p\u003e\n\n\u003cp\u003eWe typically observe four practices that work best: implementing agile digital marketing, optimizing paid search (SEM), maximizing organic search (SEO), and personalizing next-product-to-buy algorithms. These areas often require adopting digital technologies such as advanced analytics and artificial intelligence, and optimizing marketing across traditional and digital channels.\u003c/p\u003e\n\n\u003cp\u003eAn auto retail company set up an agile digital-marketing war room to manage and analyze effectiveness of all campaigns on a daily basis. As a result, the client learned that paid search (search-engine marketing), organic search (search-engine optimization), and email marketing were most effective in attracting profitable customers. By shifting spend to those digital channels, the company saw improvements in traffic (25 to 35 percent) and conversion (greater than 25 percent) within ten weeks.\u003c/p\u003e\n\n\u003cp\u003eAnother industrial company developed detailed customer profiles by aggregating multiple data sources such as customer-profile loyalty identifications and historical sales. From this input, a predictive analytical model was created to show sales patterns based on customer purchasing behavior and provide recommendations on next product to buy. By sending personalized emails and product recommendations, the company was able to increase email conversion by 30 to 40 percent. This approach also helped identify effective selling processes and profitable customer profiles for future sales.\u003c/p\u003e\n\n[[disruptor1up learnmore]]\n\n\u003ch3\u003eTransforming customer experience\u003c/h3\u003e\n\n\u003cp\u003eA profitable sales process relies on developing a deeper understanding of how customers are behaving at each step in their decision journey.\u003c/p\u003e\n\n\u003cp\u003eThis helps companies understand at a granular level where customer pain points and opportunities are and then to establish clear priorities for developing digital tools to improve sales productivity and better engage with customers. Levers typically used include digital buying/fulfillment, optimized sales-coverage models, and customer decision journeys.\u003c/p\u003e\n\n\u003cp\u003eFor example, a large equipment manufacturer conducted customer decision journey (CDJ) research, interviewing and surveying end customers to understand the biggest pain points in their journeys (Exhibit 4).\u003c/p\u003e\n\n[[exhibit 4]]\n\n\u003cp\u003eMany industrial companies miss this step, putting them at risk of investing in digital tools that don\u0026rsquo;t meet genuine customer needs. One company discovered that customers spent a significant amount of time understanding product specifications and matching them to their requirements during the quote stage. That led to them starting quotation requests for products that were not optimized for their needs.\u003c/p\u003e\n\n\u003cp\u003eInsights like these allowed the organization to focus its energies, leading to the development of a minimum viable product prototype with a well-defined feature set to address prioritized pain points. One example was the creation of a web tool that allowed end customers to browse and compare products by specs, a core customer need.This approach and rapid iteration reduced the time needed to develop a full solution from three years to nine months, and the prototype development phase from nine months to six weeks. By creating improved experiences, we estimate that it is possible to increase customer engagement and conversion by 30 to 40 percent.\u003c/p\u003e\n\n\u003cp\u003eIn another company, CDJ analysis revealed two major customer pain points. One, customers were having difficulties in comparing and getting quotes for products. Two, it was cumbersome for customers to track and monitor open orders, because all processes had to be done manually and required multiple interactions between customers and sales reps.\u003c/p\u003e\n\n\u003cp\u003eBased on these findings, sales leaders developed a web-based platform prototype to allow customers to research products, build their bill of materials (BOM) and receive an initial quote with minimal sales support. Additionally, the platform allowed sales reps and customers to collaborate on requests, share the status of orders, and exchange proactive notifications of any changes. Finally, on the back end, the platform allowed sales reps to have full visibility of the accounts, view open invoices, and flag potential delays or anticipated issues. The implementation of the platform generated significant improvement of customer experience and increased sales productivity by 10 to 15 percent.\u003c/p\u003e\n\n\u003cp\u003eBased on our experience, technology solutions based on CDJ analysis typically lead to a 3 to 5 percent increase in revenues and increased customer engagement and loyalty to the brand.\u003c/p\u003e\n\n\u003ch3\u003eOptimizing pricing\u003c/h3\u003e\n\n\u003cp\u003eThe development of digital and analytical tools in transactions, such as dynamic deal-scoring models and data-driven performance management, has significant benefits: our experience suggests significantly improved operating income, optimized B2B product pricing to specific customer segments, maximized value capture in each transaction, and end-to-end pricing-process management throughout the lifetime of products and contracts.\u003c/p\u003e\n\n\u003cp\u003eImproving price capabilities is also critical given how rapidly e-commerce players can adjust prices and capture opportunities. It is not uncommon for eCommerce players to use dynamic pricing algorithms for individual stock-keeping units (SKUs) on a daily basis. Although such algorithms might be harder to apply in a B2B setting due to constraints on data collection and frequency of transactions, they offer a vision of what is possible as B2B companies\u0026rsquo; digital and analytical capabilities mature.\u003c/p\u003e\n\n\u003cp\u003eOne impressive source of value comes from reducing unexplained variability in discounting. A dynamic deal-scoring tool can provide objective guidance for sales reps at the time of deal making. Analyses at a large wholesale distributor, for example, showed that several similar customers received significantly different levels of rebates and discounts due to circumstantial factors, such as sales rep underperformance or unjustified customer requests.\u003c/p\u003e\n\n\u003cp\u003eTo address this issue, a dynamic deal-scoring model was developed using historical data, relevant parameters, and advanced analytical techniques to provide an assessment of expected profitability for each incoming deal (Exhibit 5). The tool delivered results to the sales rep during the quotation phase of the process through an app. Empowered by this information, sales reps clearly understood the performance potential of each incoming deal request and could make a real-time assessment of which levers, such as payment terms or add-on services, could be used to improve deal performance and provide better value for customers.\u003c/p\u003e\n\n[[exhibit 5]]\n\n\u003cp\u003eThe implementation of a dynamic deal-scoring solution significantly improved gross profits (1 to 3 percent) through more targeted discounting and effective use of rebates, and reduced the quoting process from months to a week, creating a much better buying experience for customers and potentially improving win-rates.\u003c/p\u003e\n\n\u003cp\u003eIndustrial companies also have the opportunity to use analytical tools to dynamically set prices at scale and continuously improve pricing performance to drive business objectives. The potential impact can be significant, typically a 2 to 7 percent return on sales in value to the bottom line. However, because sales leaders in industrial companies tend to approach each deal as a unique one, they have been slow to implement advanced analytical techniques to unlock pricing opportunities.\u003c/p\u003e\n\n\u003cp\u003e(Technology has a significant role to play in the postsales process as well. For more on that, please read \u0026ldquo;\u003ca href=\"/capabilities/mckinsey-digital/our-insights/how-disruptive-technologies-are-opening-up-innovative-opportunities-in-services\"\u003eHow disruptive technologies are opening up innovative opportunities in services\u003c/a\u003e\u0026rdquo; in this collection).\u003c/p\u003e\n\n[[disruptor1up readnext]]\n\n\u003ch3\u003eEnabling IoT at dealers and retailers\u003c/h3\u003e\n\n\u003cp\u003eOriginal equipment manufacturers (OEMs) and consumer packaged goods companies (CPGs) have started to work with dealer and channel partners to use technology more effectively in sales. IoT-enabled innovations are an area with great potential.\u003c/p\u003e\n\n\u003cp\u003eTypically, IoT-enabled innovations can unlock value by improving real-time traffic measurement, curbside pickup, intelligent in-store navigation and promotions, and inventory management. To better understand the potential, we reviewed automation opportunities across ten major work-flow activities in retail, including shelving and replacement, pricing and promotion, and checkouts, and identified six major use cases where technology and algorithms can be deployed to increase store performance.\u003c/p\u003e\n\n\u003cp\u003eOne opportunity identified by our research was combining sensors with smartphone technologies such as Bluetooth to map customers\u0026rsquo; positioning within the store and then provide tailored offers and information to increase the propensity to buy.\u003c/p\u003e\n\n\u003cp\u003eAnother possible opportunity was to develop a fully automated, nonstop checkout, using a combination of video-surveillance technology and machine-learning algorithms to accurately charge customers \u0026gt;99.9 percent of the time. Another interesting use case developed was to leverage radio-frequency ID (RFID) tags, whose price has declined significantly in recent years, to automate the inventory monitoring process, freeing up store staff to focus on customer-facing activities.\u003c/p\u003e\n\n\u003cp\u003eOur analysis shows that the total value generated by these improvements can be significant, with estimated increases in revenue of 3 to 10 percent, reductions in operating costs of 15 to 25 percent, and a 5 to 10 percent increase on average in operating profit.\u003c/p\u003e\n\n\u003cp\u003eAt a dealer network, a system of sensors was installed to reliably capture store traffic. The data generated was analyzed through advanced analytics to directly measure several indicators, such as store performance, marketing ROI, effect of store initiatives, and the effect of weather, among others. With this analysis in hand, the team identified several initiatives to improve performance and maximize return on investment by eliminating underperforming marketing campaigns, for example, or refocusing promotions. Furthermore, there was an opportunity to adapt the system to enable the detection of loyalty customers, and create targeted and tailored experiences for them such as matching them with the most experienced staff.\u003c/p\u003e\n\n\u003ch2\u003eGetting started\u003c/h2\u003e\n\n\u003cp\u003eNo two industrial companies face the same opportunities and challenges in enabling sales through technology, but all companies need to tackle a few key things:\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eInvest in understanding your customer at a granular level.\u003c/em\u003e Begin by understanding the areas most in need of improvement along your customer decision journeys. This requires getting closer to your customers and understanding the channels they use to research and buy, research through advanced analysis as well as close observation. This process is best when it is continuous and based on frequent communications through dedicated channels between sales and product-development teams.\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eConstruct one source of truth for your selling data.\u003c/em\u003e To fully capture the revenue uplift from selling, it is critical to combine transactional data across channels and systems into a single data lake. This establishes a single source of insight for your sales and tech teams. This may sound trivial, but it\u0026rsquo;s often the hardest thing to accomplish, given the multiplicity of data sources in many companies.\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eDefine a big opportunity.\u003c/em\u003e With insights into customer buying behaviors in hand, the best companies go for big opportunities. These are comprehensive across a range of levers including churn reduction, incremental sales from enhancing the share of wallet, pricing opportunities, and sales from new channels such as e-commerce.\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eLink your technology roadmap to identified value.\u003c/em\u003e Your technology investments should be in lockstep with the opportunity you\u0026rsquo;re going after. For example, if there are significant shifts to e-commerce in certain kinds of transactions, then establishing the right corresponding channel and right presales infrastructure is critical to capturing that opportunity. Similarly, if the variations in pricing practices are significant for similar transactions, then it is critical to invest in dynamic deal-scoring tools. The roadmap should focus on near-term horizons (one to two years) given constantly evolving innovations and customer needs.\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eDeploy the technology so you can be responsive.\u003c/em\u003e You should deploy solutions using agile methods so that you can rapidly respond to sales and customer feedback. The traditional waterfall approach often results in lost momentum and in a solution that is not in tune with customer needs.\u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eInvest in a \u0026ldquo;transformation structure.\u0026rdquo;\u003c/em\u003e Your technology investments need to be tracked and managed as a major change initiative. Sales and customer training is critical to ensure adoption. Granularity in performance management linking the investment to expected results helps to ensure the value is being captured, and allows the business to adjust quickly if necessary.\u003c/p\u003e\n\n\u003chr /\u003e\n\n\u003cp\u003eTechnology isn\u0026rsquo;t a panacea for digital transformations in sales. It is a core component of a holistic change program that requires effective and deliberate management. But sales organizations that find that balance can deliver massive value to their businesses.\u003c/p\u003e\n\n[[disruptorsignup full-width]]"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":false},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Article"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2018-11-15T00:00:00Z"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003e\u0026ldquo;\u003ca href=\"/capabilities/growth-marketing-and-sales/our-insights/how-b2b-digital-leaders-drive-five-times-more-revenue-growth-than-their-peers\"\u003eHow B2B digital leaders drive five times more revenue growth than their peers\u003c/a\u003e,\u0026rdquo; McKinsey \u0026amp; Company, October 2016.\u003c/li\u003e\n\u003c/ol\u003e"},"contributoryPractice":{"targetItems":[{"displayName":"McKinsey Digital"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003ca href=\"/our-people/venkat-atluri\"\u003e\u003cstrong\u003eVenkat Atluri\u003c/strong\u003e\u003c/a\u003e is a senior partner in McKinsey\u0026rsquo;s Chicago office, where \u003cstrong\u003eSatya Rao\u003c/strong\u003e is a partner and \u003cstrong\u003eAndrew J. Wong\u003c/strong\u003e is a consultant.\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"9463444695EA4732B9F08C6FBE143525","name":"Venkat Atluri","authorTitle":{"value":"Venkat Atluri"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/venkat atluri/atluri-standard-profile-1536x1152.jpg","alt":"Venkat Atluri headshot"},"emailLinks":{"value":"Venkat_Atluri@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/venkat-atluri"},"description":{"value":"Leads McKinsey’s technology and telecommunications work globally. Delivers large-scale performance improvement through technology, innovation, and agility; builds and transforms businesses by pursuing cross-sector opportunities"},"locations":{"targetItems":[{"name":"Chicago","displayName":"Chicago"}]},"firmTitle":{"value":"Senior Partner"},"thumbnailImage":{"alt":"Venkat Atluri headshot","src":"/~/media/mckinsey/our people/venkat atluri/atluri-headshot-988x741.jpg"},"url":{"path":"/our-people/venkat-atluri"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"CEDB2BF5F37D49ADAFEA53AB9BA18822","name":"Satya Rao","authorTitle":{"value":"Satya Rao"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"4CD43A8806854E56B3920123415A6185","name":"Andrew J Wong","authorTitle":{"value":"Andrew J. Wong"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}}]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"How disruptive technologies are opening up innovative opportunities in services"},"url":{"path":"/capabilities/mckinsey-digital/our-insights/how-disruptive-technologies-are-opening-up-innovative-opportunities-in-services"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Technology and advanced analytics are revolutionizing services\u0026mdash;and creating new sources of value for industrial companies that know how to use them. Here\u0026rsquo;s a roadmap that works."},"standardImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/how disruptive technologies are opening up innovative opportunities in services/hero-how-disruptive-technologies.jpg","alt":"How disruptive technologies are opening up innovative opportunities in services"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"How bots, algorithms, and artificial intelligence are reshaping the future of corporate support functions"},"url":{"path":"/capabilities/mckinsey-digital/our-insights/how-bots-algorithms-and-artificial-intelligence-are-reshaping-the-future-of-corporate-support-functions"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Industrial companies are discovering additional sources of value in applying advanced technology to general and administrative support functions. The results can be impressive for businesses that can adapt to the disruption of legacy systems."},"standardImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/how bots algorithms ai are reshaping/hero-bots-algorithms-and-artificial-intelligence.jpg","alt":"How bots, algorithms, and artificial intelligence are reshaping the future of corporate support functions"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"The trillion-dollar opportunity for the industrial sector: How to extract full value from technology"},"url":{"path":"/capabilities/mckinsey-digital/our-insights/the-trillion-dollar-opportunity-for-the-industrial-sector"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"The digital revolution is just beginning. As data, connectivity, and processing power expand, so do opportunities for industrial companies to extract value through innovative products, services, operational efficiencies, and business models."},"standardImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/the trillion dollar opportunity for the industrial sector/hero-the-trillion-dollar-question-for-advanced-industries.jpg","alt":"The trillion-dollar opportunity for the industrial sector: How to extract full value from technology"},"heroImage":null,"thumbnailImage":null}]},"useEnhancedAuthors":{"boolValue":false},"acknowledgements":{"value":""},"showSocialShareFooter":{"boolValue":false},"template":{"id":"683910db-02ba-40ba-92e7-726c880160a9"},"hideFromSearchEngines":{"boolValue":false},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"hideStickySubscriptionBar":{"value":false},"enableRegWall":{"boolValue":true},"timer":{"value":"8"},"regWallHeading":{"value":"Sign in or create a free account to read/download this McKinsey Archive article"},"showGoToHomeLink":{"boolValue":false},"regWallDescription":{"value":"McKinsey insights published prior to 2020 are available in our archives."},"isInsightsStorePage":{"boolValue":false},"enableRatingsForArticleBody":{"boolValue":true},"enableRatingsForMostPopular":{"boolValue":true},"showAskMcKinseyChatbot":{"boolValue":false},"selectedModalSubscriptions":{"targetItems":[]},"link1":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link2":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link3":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link4":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link5":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"fullReportPDF":{"name":"Full Report PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"fullReportPDFDisplayName":{"value":""},"appendixPDF":{"name":"Appendix PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"appendixPDFDisplayName":{"value":""},"articlePDF":{"name":"Article PDF","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies.pdf","displayName":"Why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies","title":"Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it","keywords":"","description":"","extension":"pdf","mimeType":"application/pdf","size":3993985,"pageCount":"","thumbnailImageSrc":""},"briefingNotePDF":{"name":"Briefing Note PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"discussionPapersPDF":{"name":"Discussion Papers PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDF":{"name":"Executive Summary PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDFDisplayName":{"value":""},"researchPreviewPDF":{"name":"Research Preview PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"heroImage":{"src":null,"alt":""},"standardImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/hero-why-tech-enabled-go-to-market-innovation-is-critical.jpg","alt":"Why tech-enabled go-to-market innovation is critical for industrial companies—and what to do about it"},"heroImageTopOffset":{"value":""},"headerOverlayOpacity":{"targetItem":null},"heroType":{"targetItem":{"displayName":"Existing"}},"photoOverlayOpacity":{"targetItem":null},"hideHero":{"boolValue":false},"renderStackedHeroLayoutForMobile":{"boolValue":false},"articleHeroVideoId":{"value":""},"podcastHeroOmnyAudioID":{"value":""},"heroBespokeInteractiveID":{"value":""},"bespokeHeroRenderMode":{"targetItem":null},"audio":{"results":[]},"disruptor1up":{"results":[{"title":{"value":"Would you like to learn more about \u003ca href=\"/capabilities/mckinsey-digital/how-we-help-clients\"\u003eDigital McKinsey\u003c/a\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"LinkType":"internal","Title":"","Text":"Visit our Digital Strategy page","Url":"/capabilities/mckinsey-digital/how-we-help-clients/digital-strategy","Target":"","CssClass":"","QueryString":"","Anchor":"","LinkTitle":"Digital Strategy"}]}},"mediaID":{"value":"learnmore"},"template":{"name":"Disruptor 1Up"}},{"title":{"value":"Tech-enabled transformation: The trillion-dollar opportunity for industrials"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/tech enabled transformation/issue-thumb-tech-enabled-transformation_1536x864.jpg","alt":"Tech-enabled transformation: The trillion-dollar opportunity for industrials"},"moreLinks":{"jsonValue":{"value":[{"LinkType":"internal","Title":"","Text":"Read the compendium","Url":"/capabilities/mckinsey-digital/our-insights/tech-enabled-transformation","Target":"","CssClass":"","QueryString":"","Anchor":"","LinkTitle":"Tech-enabled transformation: The trillion-dollar opportunity for industrials"}]}},"mediaID":{"value":"readnext"},"template":{"name":"Disruptor 1Up"}},{"mediaID":{"value":"cop"},"title":{"value":"Explore COP29 with McKinsey"},"description":{"value":"Join our series of dynamic virtual events during COP29. Discover new research, practical strategies, and collaborations across sectors to move climate action beyond why to how."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/cop/cop29/cop_29_thumb.jpg","alt":"McKinsey at COP29"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Register","Title":"","Url":"https://mckinsey.cventevents.com/Q2MVE1?rt=RrQJ1iBSfEiqSK7N9VAGCw\u0026RefId=cop"}]}}},{"mediaID":{"value":"attheedge"},"title":{"value":"Subscribe to the \u003cem\u003eAt the Edge\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/at-the-edge/id1612870236"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3SnUcezwM20nKnzqvUl6iF"}]}}},{"mediaID":{"value":"authortalks"},"title":{"value":"Visit \u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-books/author-talks\"\u003eAuthor Talks\u003c/a\u003e\u003c/em\u003e to see the full series."},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/author talks/authortalks_1536x1536_v1.png","alt":"Author Talks"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/author-talks"}]}}},{"mediaID":{"value":"COVID"},"title":{"value":"Explore McKinsey’s ongoing coverage of the pandemic"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/risk/our insights/covid 19 implications for business/implications-briefing-note-4-standard-1536x1536.jpg","alt":"COVID-19: Implications for business"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more about the business impact of coronavirus and how organizations can respond","Title":"","Url":"/featured-insights/coronavirus-leading-through-the-crisis"}]}}},{"mediaID":{"value":"CE"},"title":{"value":"Customer experience"},"description":{"value":"More insight into creating competitive advantage by putting customers first and managing their journeys."},"image":{"src":"/~/media/mckinsey/industries/public and social sector/our insights/customer experience/customer-experience_22934010_1536x864.jpg","alt":"Customer experience"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"driversofdisruption"},"title":{"value":"Want to subscribe to \u003ca href=\"/features/mckinsey-center-for-future-mobility/our-insights/drivers-of-disruption\"\u003e\u003cem\u003eDrivers of Disruption\u003c/em\u003e\u003c/a\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/drivers-of-disruption/id1687257324"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5fWXzWmVKacc5I7u9CQsah?si=KQ-wUOSyQlqcnfexExiH9Q\u0026nd=1"}]}}},{"mediaID":{"value":"JOL"},"title":{"value":"The Journey of Leadership"},"description":{"value":"\u003cstrong\u003eHow CEOs Learn to Lead from the Inside Out\u003c/strong\u003e\u003cbr /\u003e\nBy \u003ca href=\"/our-people/dana-maor\"\u003eDana Maor\u003c/a\u003e, \u003ca href=\"https://www.linkedin.com/in/hanswernerkaas\"\u003eHans-Werner Kaas\u003c/a\u003e, \u003ca href=\"/our-people/kurt-strovink\"\u003eKurt Strovink\u003c/a\u003e, and \u003ca href=\"/our-people/ramesh-srinivasan\"\u003eRamesh Srinivasan\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/journey of leadership/journey-of-leadership-book-cover-1536x1536.jpg","alt":"The Journey of Leadership book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/journey-of-leadership"}]}}},{"mediaID":{"value":"surveys"},"title":{"value":"McKinsey\u0026rsquo;s original survey research"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey global surveys/mck-global-survey-landing-1284442931-thumb-1536x1536.jpg","alt":"McKinsey Global Surveys"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more","Title":"","Url":"/featured-insights/mckinsey-global-surveys"}]}}},{"mediaID":{"value":"healthcarepodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eMcKinsey on Healthcare\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-healthcare/id1469979748"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3y1AgAilV4E5Jz0x4wD9O2?si=mLCTUQ2ORTS_LC5gW_htlA\u0026dl_branch=1"}]}}},{"mediaID":{"value":"myleadershipjourney"},"title":{"value":"My Leadership Journey"},"description":{"value":"A series of conversations with leaders about the people and experiences that shaped them"},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/my leadership journey/my leadership journey collection page_131575496_thumb_1536x1536.jpg","alt":"My Leadership Journey"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/my-leadership-journey"}]}}},{"mediaID":{"value":"lessonsfromleaders"},"title":{"value":"State of Organizations: Lessons from leaders"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/state of org lessons from leaders/soo-chapter-2-872507320-standard-1536x1536.jpg","alt":"\"\""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore more interviews","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/lessons-from-leaders"}]}}},{"mediaID":{"value":"stateoforg"},"title":{"value":"The State of Organizations 2023"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Report overview","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/the-state-of-organizations-2023"}]}}},{"mediaID":{"value":"titaniumeconomy"},"title":{"value":"The Titanium Economy"},"description":{"value":"How Industrial Technology Can Create a Better, Faster, Stronger America\u003cbr /\u003e\nBy \u003ca href=\"/our-people/asutosh-padhi\"\u003eAsutosh Padhi\u003c/a\u003e, Gaurav Batra, and \u003ca href=\"https://fernweh.com/nick-santhanam/\"\u003eNick Santhanam\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/the titanium economy/titanium_3d-1536x1536-hero-trans.png","alt":"The Titanium Economy Book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/the-titanium-economy"}]}}},{"mediaID":{"value":"GII"},"title":{"value":"Global Infrastructure Initiative"},"description":{"value":"Convening global leaders in infrastructure and capital projects in pursuit of new solutions"},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the global infrastructure initiative/jpg-cpi-improving-construction-productivity-1536x864.jpg","alt":"Improving construction productivity"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Learn more","Title":"","Url":"http://www.globalinfrastructureinitiative.com/"}]}}},{"mediaID":{"value":"FOApodcast"},"title":{"value":"Subscribe to \u003ca href=\"/featured-insights/future-of-asia/future-of-asia-podcasts\"\u003e\u003cem\u003eFuture of Asia Podcasts\u003c/em\u003e\u003c/a\u003e"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-asia/id1480316959"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/2CZX4AR2DT4hQCFKJG0cCv?si=B20tkrOmQYymuCUhKCQOwA"}]}}},{"mediaID":{"value":"logisticsdisruptors"},"title":{"value":"Logistics Disruptors"},"description":{"value":"Meet the companies shaping how goods will move tomorrow."},"image":{"src":"/~/media/mckinsey/industries/travel logistics and infrastructure/our insights/logistics disruptors/tli-logistics-disruptors-1536x1536.jpeg","alt":"illustration autonomous truck driving off into the future"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/logistics/our-insights/logistics-disruptors"}]}}},{"mediaID":{"value":"mckinseyexplainers"},"title":{"value":"Looking for direct answers to other complex questions?"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey explainers/mckinseyexplainers-flat-thumb-1536x1536.jpg","alt":"Circular, white maze filled with white semicircles."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore the full McKinsey Explainers series","Title":"","Url":"/featured-insights/mckinsey-explainers"}]}}},{"mediaID":{"value":"livesandlegacies"},"title":{"value":"\u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-lives-and-legacies\"\u003eMcKinsey on Lives \u0026amp; Legacies\u003c/a\u003e\u003c/em\u003e"},"description":{"value":"Highlighting the lasting impact of leaders and executives"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey on lives and legacies/lives-and-legacies-landing-page-thumb-1536x1536.jpg","alt":"McKinsey on Lives \u0026 Legacies"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore previous obituaries","Title":"","Url":"/featured-insights/mckinsey-on-lives-and-legacies"}]}}},{"mediaID":{"value":"Strategy"},"title":{"value":"Strategy in a digital age"},"description":{"value":"Our series on developing corporate and business-unit strategies in a digitally disrupted world."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/strategy in a digital age/digital-strategy_1536x864_flexpromoimage.jpg","alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/featured-insights/strategy-in-a-digital-age"}]}}},{"mediaID":{"value":"great"},"title":{"value":"The great re-make: Manufacturing for modern times"},"description":{"value":"This 21-article compendium gives practical insights for manufacturing leaders looking to keep a step ahead of today\u0026rsquo;s disruptions."},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the great remake manufacturing for modern times/jpg-ops-dm-compendium-cover-1536x864.jpg","alt":"The great re-make: Manufacturing for modern times"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/capabilities/operations/our-insights/the-great-re-make-manufacturing-for-modern-times-compendium"}]}}},{"mediaID":{"value":"futureofamerica"},"title":{"value":"Subscribe to the \u003cem\u003eFuture of America\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-america/id1616517376"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/0FpeyjojJTKf2hVtQ3otah"}]}}},{"mediaID":{"value":"governmentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Government\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-government/id1573645359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/61XsO4B2ersroMft8t3KSq"}]}}},{"mediaID":{"value":"podcast"},"title":{"value":"Want to subscribe to the McKinsey Podcast?\n"},"description":{"value":"\u003cdiv class=\"cta-container -align-horizontal\"\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eGoogle Play\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eiTunes\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eStitcher\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn mck-rss-icon\"\u003eRSS\u003c/a\u003e\n\u003c/div\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[]}}},{"mediaID":{"value":"operationspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Operations\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-operations/id1598128813"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/7LYQS2fxAoBmC3LgFNJbi8"}]}}},{"mediaID":{"value":"energyinsights"},"title":{"value":"Speak to an expert about our upstream capabilities"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/industries/oil and gas/how we help clients/energy insights/newsletter-signup-promo-bar-1536x768.jpg","alt":"EI newsletter sign up"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"buildingproductspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Building Products\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-building-product/id1735607317"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/79pncGJtBtzz7pFoR6OiH8"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/how-we-help-clients/mckinsey-academy/product-academy/mckinsey-on-building-product"}]}}},{"mediaID":{"value":"talentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-talent/id1491112396"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5sW4eHEFMbOvAFJjMfN9a6"}]}}},{"mediaID":{"value":"outlook"},"title":{"value":"A longer, more comprehensive version of our Global Oil Supply \u0026 Demand Outlook is available for purchase upon request.\n"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"talentpodcast2"},"title":{"value":"\u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e Podcast"},"description":{"value":"Bryan Hancock, Brooke Weddle, and other talent experts help you navigate a fast-changing landscape and prepare for the future of work by making talent a competitive advantage."},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/mckinsey talks talent/mck-mtt-disruptor-full-1536x864-smoke-may-2021.jpg","alt":"McKinsey Talks Talent"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"See more episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/mckinsey-talks-talent-podcast"}]}}},{"mediaID":{"value":"investing"},"title":{"value":"Subscribe to McKinsey on Investing"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/private-capital/our-insights/mckinsey-on-investing-issue-1/contact"}]}}},{"mediaID":{"value":"women matter"},"title":{"value":"Subscribe to McKinsey \u003cem\u003eWomen Matter Canada\u003c/em\u003e"},"description":{"value":"Please subscribe if your organization is interested in learning about participating in future research."},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"customs"},"title":{"value":"This article was written as part of a larger research effort to identify opportunities for improvement and innovation at customs agencies globally."},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/public-sector/our-insights/contact"}]}}},{"mediaID":{"value":"tech"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eCreating value beyond the hype\u003c/span\u003e"},"description":{"value":"Let\u0026rsquo;s deliver on the promise of technology from strategy to scale."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/how we help clients/2024/never-just-tech_thumb_1536x1536.jpg","alt":"Never just tech"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/mckinsey-digital/how-we-help-clients?cid=njt-ste-crk-mbm-mbm--2403-promo01-njt-bam-web"}]}}},{"mediaID":{"value":"sust"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eMove from plans to progress.\u003c/span\u003e"},"description":{"value":"Sustainability matters. Together we’ll make it real."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/sustainability-campaign_promo-thumb_1536x1536.jpg","alt":"Move from plans to progress."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/sustainability/how-we-help-clients/?cid=susti24-ste-crk-mbm-m01-other-glb-web"}]}}},{"mediaID":{"value":"nwowpodcast"},"title":{"value":"Subscribe to the New World of Work podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-new-world-of-work/id1319502839?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI"}]}}},{"mediaID":{"value":"globalpodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eThe McKinsey Podcast\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-mckinsey-podcast/id285260960?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4dyjRTP9xzEUPgleo6XjXI"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"YouTube","Title":"","Url":"https://www.youtube.com/@McKinsey/podcasts"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/featured-insights/mckinsey-podcast"}]}}},{"mediaID":{"value":"Qaudio"},"title":{"value":"Discover and subscribe to McKinsey Quarterly Audio"},"description":{"value":"\u003cstrong\u003eFive ways to subscribe:\u003c/strong\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/mckinsey-quarterly-audio/id1437925222?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5mb2zYJnrPcRrML8gx5doD"}]}}},{"mediaID":{"value":"shortlist"},"title":{"value":"Subscribe to the Shortlist"},"description":{"value":"McKinsey\u0026rsquo;s new weekly newsletter, featuring must-read content on a range of topics, every Friday"},"image":{"src":"/~/media/mckinsey/email/shortlist/template/shortlist_promo-interrupter-849120982_1536x1536.jpg","alt":"the Shortlist"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Get the Shortlist in your inbox","Title":"","Url":"/user-registration/manage-account/edit-subscriptions"}]}}},{"mediaID":{"value":"retailpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Consumer and Retail\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-consumer-and-retail/id1526250428"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/41D4bro8PPDOGhEgOEJyHB?si=7l3SeYCZQD-7v3toqd9fHQ"}]}}},{"mediaID":{"value":"insurancepodcast"},"title":{"value":"Want to subscribe to the \u003cem\u003eMcKinsey on Insurance\u003c/em\u003e podcast?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-insurance/id1533196359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5gZ6YKF7n7C9zWaER4mFZ5"}]}}},{"mediaID":{"value":"strategypodcast"},"title":{"value":"Subscribe to the \u003cem\u003eInside the Strategy Room\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/inside-the-strategy-room/id1422814215?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4TcFfiQ0e6OYuc5kRDLxqj"}]}}},{"mediaID":{"value":"mgipodcast"},"title":{"value":"Subscribe to the \u003cem\u003eForward Thinking\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/forward-thinking/id1319502839"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI?si=0zvPmiCsQ7SBAPanfpY4aA\u0026nd=1"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/mgi/forward-thinking"}]}}}]},"globalDisruptors":{"disruptor1up":{"results":[{"mediaID":{"value":"cop"},"title":{"value":"Explore COP29 with McKinsey"},"description":{"value":"Join our series of dynamic virtual events during COP29. Discover new research, practical strategies, and collaborations across sectors to move climate action beyond why to how."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/cop/cop29/cop_29_thumb.jpg","alt":"McKinsey at COP29"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Register","Title":"","Url":"https://mckinsey.cventevents.com/Q2MVE1?rt=RrQJ1iBSfEiqSK7N9VAGCw\u0026RefId=cop"}]}}},{"mediaID":{"value":"attheedge"},"title":{"value":"Subscribe to the \u003cem\u003eAt the Edge\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/at-the-edge/id1612870236"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3SnUcezwM20nKnzqvUl6iF"}]}}},{"mediaID":{"value":"authortalks"},"title":{"value":"Visit \u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-books/author-talks\"\u003eAuthor Talks\u003c/a\u003e\u003c/em\u003e to see the full series."},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/author talks/authortalks_1536x1536_v1.png","alt":"Author Talks"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/author-talks"}]}}},{"mediaID":{"value":"COVID"},"title":{"value":"Explore McKinsey’s ongoing coverage of the pandemic"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/risk/our insights/covid 19 implications for business/implications-briefing-note-4-standard-1536x1536.jpg","alt":"COVID-19: Implications for business"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more about the business impact of coronavirus and how organizations can respond","Title":"","Url":"/featured-insights/coronavirus-leading-through-the-crisis"}]}}},{"mediaID":{"value":"CE"},"title":{"value":"Customer experience"},"description":{"value":"More insight into creating competitive advantage by putting customers first and managing their journeys."},"image":{"src":"/~/media/mckinsey/industries/public and social sector/our insights/customer experience/customer-experience_22934010_1536x864.jpg","alt":"Customer experience"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"driversofdisruption"},"title":{"value":"Want to subscribe to \u003ca href=\"/features/mckinsey-center-for-future-mobility/our-insights/drivers-of-disruption\"\u003e\u003cem\u003eDrivers of Disruption\u003c/em\u003e\u003c/a\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/drivers-of-disruption/id1687257324"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5fWXzWmVKacc5I7u9CQsah?si=KQ-wUOSyQlqcnfexExiH9Q\u0026nd=1"}]}}},{"mediaID":{"value":"JOL"},"title":{"value":"The Journey of Leadership"},"description":{"value":"\u003cstrong\u003eHow CEOs Learn to Lead from the Inside Out\u003c/strong\u003e\u003cbr /\u003e\nBy \u003ca href=\"/our-people/dana-maor\"\u003eDana Maor\u003c/a\u003e, \u003ca href=\"https://www.linkedin.com/in/hanswernerkaas\"\u003eHans-Werner Kaas\u003c/a\u003e, \u003ca href=\"/our-people/kurt-strovink\"\u003eKurt Strovink\u003c/a\u003e, and \u003ca href=\"/our-people/ramesh-srinivasan\"\u003eRamesh Srinivasan\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/journey of leadership/journey-of-leadership-book-cover-1536x1536.jpg","alt":"The Journey of Leadership book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/journey-of-leadership"}]}}},{"mediaID":{"value":"surveys"},"title":{"value":"McKinsey\u0026rsquo;s original survey research"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey global surveys/mck-global-survey-landing-1284442931-thumb-1536x1536.jpg","alt":"McKinsey Global Surveys"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more","Title":"","Url":"/featured-insights/mckinsey-global-surveys"}]}}},{"mediaID":{"value":"healthcarepodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eMcKinsey on Healthcare\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-healthcare/id1469979748"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3y1AgAilV4E5Jz0x4wD9O2?si=mLCTUQ2ORTS_LC5gW_htlA\u0026dl_branch=1"}]}}},{"mediaID":{"value":"myleadershipjourney"},"title":{"value":"My Leadership Journey"},"description":{"value":"A series of conversations with leaders about the people and experiences that shaped them"},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/my leadership journey/my leadership journey collection page_131575496_thumb_1536x1536.jpg","alt":"My Leadership Journey"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/my-leadership-journey"}]}}},{"mediaID":{"value":"lessonsfromleaders"},"title":{"value":"State of Organizations: Lessons from leaders"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/state of org lessons from leaders/soo-chapter-2-872507320-standard-1536x1536.jpg","alt":"\"\""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore more interviews","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/lessons-from-leaders"}]}}},{"mediaID":{"value":"stateoforg"},"title":{"value":"The State of Organizations 2023"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Report overview","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/the-state-of-organizations-2023"}]}}},{"mediaID":{"value":"titaniumeconomy"},"title":{"value":"The Titanium Economy"},"description":{"value":"How Industrial Technology Can Create a Better, Faster, Stronger America\u003cbr /\u003e\nBy \u003ca href=\"/our-people/asutosh-padhi\"\u003eAsutosh Padhi\u003c/a\u003e, Gaurav Batra, and \u003ca href=\"https://fernweh.com/nick-santhanam/\"\u003eNick Santhanam\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/the titanium economy/titanium_3d-1536x1536-hero-trans.png","alt":"The Titanium Economy Book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/the-titanium-economy"}]}}},{"mediaID":{"value":"GII"},"title":{"value":"Global Infrastructure Initiative"},"description":{"value":"Convening global leaders in infrastructure and capital projects in pursuit of new solutions"},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the global infrastructure initiative/jpg-cpi-improving-construction-productivity-1536x864.jpg","alt":"Improving construction productivity"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Learn more","Title":"","Url":"http://www.globalinfrastructureinitiative.com/"}]}}},{"mediaID":{"value":"FOApodcast"},"title":{"value":"Subscribe to \u003ca href=\"/featured-insights/future-of-asia/future-of-asia-podcasts\"\u003e\u003cem\u003eFuture of Asia Podcasts\u003c/em\u003e\u003c/a\u003e"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-asia/id1480316959"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/2CZX4AR2DT4hQCFKJG0cCv?si=B20tkrOmQYymuCUhKCQOwA"}]}}},{"mediaID":{"value":"logisticsdisruptors"},"title":{"value":"Logistics Disruptors"},"description":{"value":"Meet the companies shaping how goods will move tomorrow."},"image":{"src":"/~/media/mckinsey/industries/travel logistics and infrastructure/our insights/logistics disruptors/tli-logistics-disruptors-1536x1536.jpeg","alt":"illustration autonomous truck driving off into the future"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/logistics/our-insights/logistics-disruptors"}]}}},{"mediaID":{"value":"mckinseyexplainers"},"title":{"value":"Looking for direct answers to other complex questions?"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey explainers/mckinseyexplainers-flat-thumb-1536x1536.jpg","alt":"Circular, white maze filled with white semicircles."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore the full McKinsey Explainers series","Title":"","Url":"/featured-insights/mckinsey-explainers"}]}}},{"mediaID":{"value":"livesandlegacies"},"title":{"value":"\u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-lives-and-legacies\"\u003eMcKinsey on Lives \u0026amp; Legacies\u003c/a\u003e\u003c/em\u003e"},"description":{"value":"Highlighting the lasting impact of leaders and executives"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey on lives and legacies/lives-and-legacies-landing-page-thumb-1536x1536.jpg","alt":"McKinsey on Lives \u0026 Legacies"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore previous obituaries","Title":"","Url":"/featured-insights/mckinsey-on-lives-and-legacies"}]}}},{"mediaID":{"value":"Strategy"},"title":{"value":"Strategy in a digital age"},"description":{"value":"Our series on developing corporate and business-unit strategies in a digitally disrupted world."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/strategy in a digital age/digital-strategy_1536x864_flexpromoimage.jpg","alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/featured-insights/strategy-in-a-digital-age"}]}}},{"mediaID":{"value":"great"},"title":{"value":"The great re-make: Manufacturing for modern times"},"description":{"value":"This 21-article compendium gives practical insights for manufacturing leaders looking to keep a step ahead of today\u0026rsquo;s disruptions."},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the great remake manufacturing for modern times/jpg-ops-dm-compendium-cover-1536x864.jpg","alt":"The great re-make: Manufacturing for modern times"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/capabilities/operations/our-insights/the-great-re-make-manufacturing-for-modern-times-compendium"}]}}},{"mediaID":{"value":"futureofamerica"},"title":{"value":"Subscribe to the \u003cem\u003eFuture of America\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-america/id1616517376"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/0FpeyjojJTKf2hVtQ3otah"}]}}},{"mediaID":{"value":"governmentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Government\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-government/id1573645359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/61XsO4B2ersroMft8t3KSq"}]}}},{"mediaID":{"value":"podcast"},"title":{"value":"Want to subscribe to the McKinsey Podcast?\n"},"description":{"value":"\u003cdiv class=\"cta-container -align-horizontal\"\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eGoogle Play\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eiTunes\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eStitcher\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn mck-rss-icon\"\u003eRSS\u003c/a\u003e\n\u003c/div\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[]}}},{"mediaID":{"value":"operationspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Operations\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-operations/id1598128813"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/7LYQS2fxAoBmC3LgFNJbi8"}]}}},{"mediaID":{"value":"energyinsights"},"title":{"value":"Speak to an expert about our upstream capabilities"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/industries/oil and gas/how we help clients/energy insights/newsletter-signup-promo-bar-1536x768.jpg","alt":"EI newsletter sign up"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"buildingproductspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Building Products\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-building-product/id1735607317"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/79pncGJtBtzz7pFoR6OiH8"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/how-we-help-clients/mckinsey-academy/product-academy/mckinsey-on-building-product"}]}}},{"mediaID":{"value":"talentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-talent/id1491112396"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5sW4eHEFMbOvAFJjMfN9a6"}]}}},{"mediaID":{"value":"outlook"},"title":{"value":"A longer, more comprehensive version of our Global Oil Supply \u0026 Demand Outlook is available for purchase upon request.\n"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"talentpodcast2"},"title":{"value":"\u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e Podcast"},"description":{"value":"Bryan Hancock, Brooke Weddle, and other talent experts help you navigate a fast-changing landscape and prepare for the future of work by making talent a competitive advantage."},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/mckinsey talks talent/mck-mtt-disruptor-full-1536x864-smoke-may-2021.jpg","alt":"McKinsey Talks Talent"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"See more episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/mckinsey-talks-talent-podcast"}]}}},{"mediaID":{"value":"investing"},"title":{"value":"Subscribe to McKinsey on Investing"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/private-capital/our-insights/mckinsey-on-investing-issue-1/contact"}]}}},{"mediaID":{"value":"women matter"},"title":{"value":"Subscribe to McKinsey \u003cem\u003eWomen Matter Canada\u003c/em\u003e"},"description":{"value":"Please subscribe if your organization is interested in learning about participating in future research."},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"customs"},"title":{"value":"This article was written as part of a larger research effort to identify opportunities for improvement and innovation at customs agencies globally."},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/public-sector/our-insights/contact"}]}}},{"mediaID":{"value":"tech"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eCreating value beyond the hype\u003c/span\u003e"},"description":{"value":"Let\u0026rsquo;s deliver on the promise of technology from strategy to scale."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/how we help clients/2024/never-just-tech_thumb_1536x1536.jpg","alt":"Never just tech"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/mckinsey-digital/how-we-help-clients?cid=njt-ste-crk-mbm-mbm--2403-promo01-njt-bam-web"}]}}},{"mediaID":{"value":"sust"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eMove from plans to progress.\u003c/span\u003e"},"description":{"value":"Sustainability matters. Together we’ll make it real."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/sustainability-campaign_promo-thumb_1536x1536.jpg","alt":"Move from plans to progress."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/sustainability/how-we-help-clients/?cid=susti24-ste-crk-mbm-m01-other-glb-web"}]}}},{"mediaID":{"value":"nwowpodcast"},"title":{"value":"Subscribe to the New World of Work podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-new-world-of-work/id1319502839?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI"}]}}},{"mediaID":{"value":"globalpodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eThe McKinsey Podcast\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-mckinsey-podcast/id285260960?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4dyjRTP9xzEUPgleo6XjXI"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"YouTube","Title":"","Url":"https://www.youtube.com/@McKinsey/podcasts"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/featured-insights/mckinsey-podcast"}]}}},{"mediaID":{"value":"Qaudio"},"title":{"value":"Discover and subscribe to McKinsey Quarterly Audio"},"description":{"value":"\u003cstrong\u003eFive ways to subscribe:\u003c/strong\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/mckinsey-quarterly-audio/id1437925222?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5mb2zYJnrPcRrML8gx5doD"}]}}},{"mediaID":{"value":"shortlist"},"title":{"value":"Subscribe to the Shortlist"},"description":{"value":"McKinsey\u0026rsquo;s new weekly newsletter, featuring must-read content on a range of topics, every Friday"},"image":{"src":"/~/media/mckinsey/email/shortlist/template/shortlist_promo-interrupter-849120982_1536x1536.jpg","alt":"the Shortlist"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Get the Shortlist in your inbox","Title":"","Url":"/user-registration/manage-account/edit-subscriptions"}]}}},{"mediaID":{"value":"retailpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Consumer and Retail\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-consumer-and-retail/id1526250428"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/41D4bro8PPDOGhEgOEJyHB?si=7l3SeYCZQD-7v3toqd9fHQ"}]}}},{"mediaID":{"value":"insurancepodcast"},"title":{"value":"Want to subscribe to the \u003cem\u003eMcKinsey on Insurance\u003c/em\u003e podcast?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-insurance/id1533196359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5gZ6YKF7n7C9zWaER4mFZ5"}]}}},{"mediaID":{"value":"strategypodcast"},"title":{"value":"Subscribe to the \u003cem\u003eInside the Strategy Room\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/inside-the-strategy-room/id1422814215?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4TcFfiQ0e6OYuc5kRDLxqj"}]}}},{"mediaID":{"value":"mgipodcast"},"title":{"value":"Subscribe to the \u003cem\u003eForward Thinking\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/forward-thinking/id1319502839"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI?si=0zvPmiCsQ7SBAPanfpY4aA\u0026nd=1"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/mgi/forward-thinking"}]}}}]},"disruptorsignup":{"results":[{"mediaID":{"value":"full-width"},"renderMode":{"targetItem":{"key":{"value":"fullwidth"},"value":{"value":"Full Width"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}},{"mediaID":{"value":"left"},"renderMode":{"targetItem":{"key":{"value":"left"},"value":{"value":"Left"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}}]}},"ceros":{"results":[]},"exhibit":{"results":[{"id":"3A7D0B11A6EB4E6D9EC2B78A08594F63","displayName":"Exhibit 1","mediaID":{"value":"1"},"includeTheAccessibilityDisclaimerText":{"boolValue":true},"headline":{"jsonValue":{"value":""}},"hideBottomBorder":{"boolValue":false},"hideEyebrow":{"boolValue":false},"eyebrow":{"jsonValue":{"value":""}},"displayNumber":{"value":"1"},"description":{"jsonValue":{"value":""}},"desktopImage":{"alt":"Value drivers in tech-enabled selling","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/svg-why-tech-enabled-exhibit1.svgz","description":""},"mobileImage":{"alt":"","src":null},"renderMode":{"targetItem":{"key":{"value":"Medium content column width"},"value":{"value":"medium"}}},"flourishDataVisualizationID":{"value":""},"pNGImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/png-why-tech-enabled-exhibit1.png","alt":"Value drivers in tech-enabled selling"},"height":{"value":"1199"},"width":{"value":"1536"},"mobileSVGImage":{"src":null,"alt":""},"mobilePNGImage":{"src":null,"alt":""}},{"id":"19838C50E4AF4856ADD292C9889F38B9","displayName":"Exhibit 2","mediaID":{"value":"2"},"includeTheAccessibilityDisclaimerText":{"boolValue":true},"headline":{"jsonValue":{"value":""}},"hideBottomBorder":{"boolValue":false},"hideEyebrow":{"boolValue":false},"eyebrow":{"jsonValue":{"value":""}},"displayNumber":{"value":"2"},"description":{"jsonValue":{"value":""}},"desktopImage":{"alt":"$74 billion to $298 billion of revenue growth can be delivered across industrials through innovative approaches to selling.","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/svg-why-tech-enabled-exhibit2.svgz","description":""},"mobileImage":{"alt":"","src":null},"renderMode":{"targetItem":{"key":{"value":"Medium content column width"},"value":{"value":"medium"}}},"flourishDataVisualizationID":{"value":""},"pNGImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/png-why-tech-enabled-exhibit2.png","alt":"$74 billion to $298 billion of revenue growth can be delivered across industrials through innovative approaches to selling."},"height":{"value":"1492"},"width":{"value":"1536"},"mobileSVGImage":{"src":null,"alt":""},"mobilePNGImage":{"src":null,"alt":""}},{"id":"F063A01A00074157B05A8377A8337A0B","displayName":"Exhibit 3","mediaID":{"value":"3"},"includeTheAccessibilityDisclaimerText":{"boolValue":true},"headline":{"jsonValue":{"value":""}},"hideBottomBorder":{"boolValue":false},"hideEyebrow":{"boolValue":false},"eyebrow":{"jsonValue":{"value":""}},"displayNumber":{"value":"3"},"description":{"jsonValue":{"value":""}},"desktopImage":{"alt":"Value drivers in tech-enabled selling","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/svg-why-tech-enabled-exhibit3.svgz","description":""},"mobileImage":{"alt":"","src":null},"renderMode":{"targetItem":{"key":{"value":"Medium content column width"},"value":{"value":"medium"}}},"flourishDataVisualizationID":{"value":""},"pNGImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/png-why-tech-enabled-exhibit3.png","alt":"Value drivers in tech-enabled selling"},"height":{"value":"1314"},"width":{"value":"1536"},"mobileSVGImage":{"src":null,"alt":""},"mobilePNGImage":{"src":null,"alt":""}},{"id":"B89532B115F844E1AF92C00BFCEE9D55","displayName":"Exhibit 4","mediaID":{"value":"4"},"includeTheAccessibilityDisclaimerText":{"boolValue":true},"headline":{"jsonValue":{"value":""}},"hideBottomBorder":{"boolValue":false},"hideEyebrow":{"boolValue":false},"eyebrow":{"jsonValue":{"value":""}},"displayNumber":{"value":"4"},"description":{"jsonValue":{"value":""}},"desktopImage":{"alt":"Breaking down key pain points in the customer decision journey","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/svg-tech-enabled-exhibit4.svgz","description":""},"mobileImage":{"alt":"","src":null},"renderMode":{"targetItem":{"key":{"value":"Medium content column width"},"value":{"value":"medium"}}},"flourishDataVisualizationID":{"value":""},"pNGImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/png-why-tech-enabled-exhibit4.png","alt":"Breaking down key pain points in the customer decision journey"},"height":{"value":"2713"},"width":{"value":"1536"},"mobileSVGImage":{"src":null,"alt":""},"mobilePNGImage":{"src":null,"alt":""}},{"id":"363DB2C1FAC340189B6FB20D4A3D32FB","displayName":"Exhibit 5","mediaID":{"value":"5"},"includeTheAccessibilityDisclaimerText":{"boolValue":true},"headline":{"jsonValue":{"value":""}},"hideBottomBorder":{"boolValue":false},"hideEyebrow":{"boolValue":false},"eyebrow":{"jsonValue":{"value":""}},"displayNumber":{"value":"5"},"description":{"jsonValue":{"value":""}},"desktopImage":{"alt":"Steps to implement a dynamic deal-sourcing solution","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/svg-why-tech-enabled-exhibit5.svgz","description":""},"mobileImage":{"alt":"","src":null},"renderMode":{"targetItem":{"key":{"value":"Medium content column width"},"value":{"value":"medium"}}},"flourishDataVisualizationID":{"value":""},"pNGImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/why tech enabled go to market innovation is critical for industrial companies/png-why-tech-enabled-exhibit5.png","alt":"Steps to implement a dynamic deal-sourcing solution"},"height":{"value":"1783"},"width":{"value":"1536"},"mobileSVGImage":{"src":null,"alt":""},"mobilePNGImage":{"src":null,"alt":""}}]},"image":{"results":[]},"exhibitcarousel":{"results":[]},"pullquote":{"results":[]},"disruptorsignup":{"results":[{"mediaID":{"value":"full-width"},"renderMode":{"targetItem":{"key":{"value":"fullwidth"},"value":{"value":"Full Width"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}},{"mediaID":{"value":"left"},"renderMode":{"targetItem":{"key":{"value":"left"},"value":{"value":"Left"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}}]},"articlesidebar":{"results":[{"mediaID":{"value":"sidebar"},"description":{"jsonValue":{"value":"\u003ch3\u003eThe rise of digital commerce\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003ex 2 increase in daily US e-commerce spending over the past 5 years\u003c/li\u003e\n\u003cli\u003e40% expected increase in the next 4 years\u003c/li\u003e\n\u003cli\u003e90% B2B customers who research purchasing decisions online\u003c/li\u003e\n\u003cli\u003e46% buyers who view product comparison as the biggest pain point in their buying journey\u003c/li\u003e\n\u003cli\u003e85% prefer to use digital channels for repeat purchases\u003c/li\u003e\n\u003c/ul\u003e\n\n\u003ch3\u003eThe threat from digital players[[footnote 1]]\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e$1 billion Amazon\u0026rsquo;s B2B revenues, with R\u0026amp;D investment of $16 billion\u003c/li\u003e\n\u003cli\u003e$4 billion eBay\u0026rsquo;s B2B revenues, with R\u0026amp;D investment of $1.1 billion\u003c/li\u003e\n\u003cli\u003e$2.5 billion Alibaba\u0026rsquo;s B2B R\u0026amp;D investments\u003c/li\u003e\n\u003c/ul\u003e\n\n\u003ch3\u003eThe behavior of millennial customers\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e83.1 million millennials in the US (overtaking baby boomers at 75.4 million)\u003c/li\u003e\n\u003cli\u003e67% of millennials prefer to shop online\u003c/li\u003e\n\u003cli\u003e8 out of 10 millennials never buy anything without first reading a review\u003c/li\u003e\n\u003cli\u003e6 hours per week spent on social media\u003c/li\u003e\n\u003c/ul\u003e"}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"Disruption by numbers"}},"footnotes":{"value":"\u003col\u003e\n\u003cli\u003eAll data from 2016\u003c/li\u003e\n\u003c/ol\u003e"},"showShareTools":{"boolValue":true},"backgroundColor":{"targetItem":{"key":{"value":"Lightest Grey"},"value":{"value":"lightest-grey"}}},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"renderMode":{"targetItem":{"key":{"value":"Collapsible"},"value":{"value":"default"}}},"isAboutAuthor":{"boolValue":false},"background":{"targetItem":null},"image":{"src":null,"alt":""}}]},"boxout":{"results":[]},"globalsidebar":{"results":[]},"video":{"results":[]},"scrollycontainer":{"results":[]},"bespokeinteractive":{"results":[]},"storycontainer":{"results":[]},"interactive":{"results":[]},"sectionheader":{"results":[]},"statementdisruptor":{"results":[]},"fullbleedphoto":{"results":[]},"tocitem":{"results":[]},"quizcontainer":{"results":[]},"generalup":{"results":[]},"twoupmedium":{"results":[]},"accordion":{"results":[]},"factoid":{"results":[]},"promobarwithquote":{"results":[]},"oneupmedium":{"results":[]},"oneupmediumquote":{"results":[]},"gridwall":{"results":[]},"twoupsmall":{"results":[]},"oneclicksubscribe":{"results":[]},"promobar":{"results":[]},"promobanner":{"results":[]},"sectionhero":{"results":[]},"threeuplinklist":{"results":[]},"table":{"results":[]},"explainertooltip":{"results":[]},"isFiveFiftyHorizontalArticle":{"boolValue":false},"fiveFifty":{"results":[]}},"contextItem":{"ancestors":[{"breadCrumbUrl":{"path":"/capabilities/mckinsey-digital/our-insights"},"breadCrumbTitle":{"value":"Our Insights"},"isMiniSite":{"boolValue":false},"displayName":"Digital Insights","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}},{"breadCrumbUrl":{"path":"/capabilities/mckinsey-digital/how-we-help-clients"},"breadCrumbTitle":null,"isMiniSite":{"boolValue":true},"displayName":"Digital","template":{"id":"414C6C64AD35440E9668CF39D8A18CCF"}},{"breadCrumbUrl":{"path":"/capabilities"},"breadCrumbTitle":{"value":"Capabilities"},"isMiniSite":{"boolValue":false},"displayName":"Capabilities","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}},{"breadCrumbUrl":{"path":"/"},"breadCrumbTitle":{"value":""},"isMiniSite":{"boolValue":false},"displayName":"Home","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}}]}}},"placeholders":{"main-area":[],"sidebar-area":[]}}]}},"itemId":"594ece55-d702-4916-accd-1a22f3360db5","pageEditing":false,"site":{"name":"website"},"pageState":"normal","language":"en","pageMetaData":{"alternateLanguages":[{"languageCode":"en","displayName":"English","url":"/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies"}],"currentLanguage":"en","navigationLink":"capabilities","activeItemId":"{31935431-A57E-4C69-98DD-6246DDE4D12C}","miniSiteId":"{5E53683D-3533-4DAD-A9EE-A8303E316C02}","officeCode":"","officeDisplayName":"","subscriptionPracticeData":null,"isAlaisedPage":false,"originalHostName":"www.mckinsey.com","updatedDate":"2024-11-07T08:58:20Z","createdDate":"2018-09-19T14:22:27Z","practice":{"isDefaultPractice":false,"name":"Digital","code":"N05","stickyTitle":"Sign up for emails on new Digital articles","stickySubtitle":"Never miss an insight. We'll email you when new articles are published on this topic.","previewLink":"","previewLinkLabel":"Preview","description":null,"descriptionText":"Get the latest articles on this topic delivered to your inbox","frequency":"Alert","regFormTitle":null},"url":"/capabilities/mckinsey-digital/our-insights/why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies","isCareersPage":false,"officePath":"","hideAppPromo":false,"isAlumniURL":false,"isAlumniItemAccessable":false,"accessRoles":["sitecore\\GlobalOfficeEditor","Insights\\ClientLink","sitecore\\McKinseyAllAccess","Insights\\InsightsMedia","Offices\\Everyone","Insights\\InsightsAllAccess","extranet\\Everyone","Offices\\AngolaAllAccess","Offices\\SwitzerlandAllAccess","Offices\\KoreaAllAccess","Offices\\PortugalAllAccess","Offices\\DenmarkAllAccess","Offices\\FranceAllAccess","Offices\\UKIrelandAllAccess","Offices\\SouthAfricaAllAccess","Offices\\RussiaAllAccess","Offices\\SpainAllAccess","Offices\\JapanAllAccess","Offices\\NigeriaAllAccess","Offices\\FinlandAllAccess","sitecore\\AboutUsAuthor","sitecore\\ClientLinkAccess","sitecore\\Temp role","Offices\\JPOAuthor","Practices\\MSPracticeAuthor","Practices\\OPSPracticeAuthor"],"accessUsers":["AlumniCenter\\Alumni","extranet\\Anonymous","AlumniCenter\\FirmmemberAdmin","GSAAuthenticated\\Anonymous","extranet\\authenticated","AlumniCenter\\Firmmember","AlumniCenter\\CorporateRecruiter","sitecore\\MelanieColton","sitecore\\david_gomes","sitecore\\jeffrey_acevedo","sitecore\\justtestuser","Insights\\Amy_Swan","sitecore\\Mohammed_Irshad_K","sitecore\\sujatha_victor","sitecore\\Preethi_Bandi","sitecore\\Santoshini_Allamsetty","Insights\\Vasudha_Gupta","sitecore\\dalexander","sitecore\\lauren_meling","sitecore\\Elissa_Bandler","sitecore\\mary_halpin"],"itemInfo":{"id":"594ece55-d702-4916-accd-1a22f3360db5","fullPath":"/sitecore/content/McKinsey/Home/Capabilities/McKinsey Digital/Our Insights/Why tech enabled go to market innovation is critical for industrial companies","templateName":"ArticleJSS","templateID":"683910db-02ba-40ba-92e7-726c880160a9"}},"defaultSettings":{"McKinsey Quarterly":"\u003cem\u003eMcKinsey Quarterly\u003c/em\u003e","FacebookCID":"soc-web","LinkedInCID":"soc-web","TwitterCID":"soc-web","Home Page SEO Details":{"Description":"McKinsey \u0026 Company is the trusted advisor and counselor to many of the world's most influential businesses and institutions.","Image_Url":"/~/media/images/global/seoimageplaceholder.jpg","Image_Alt":""}},"alumniDatalayerChunk":"static/chunks/alumnidatalayer.bea6461bc1a93bf6.js"},"componentProps":{},"notFound":false},"__N_PREVIEW":true,"__N_SSP":true},"page":"/[[...path]]","query":{"timestamp":"1739436415834","path":["capabilities","mckinsey-digital","our-insights","why-tech-enabled-go-to-market-innovation-is-critical-for-industrial-companies"]},"buildId":"jIkMSrTx4uqE8V-HInFJO","runtimeConfig":{"CONFIG_ENV":"production","CURRENT_ENV":"production","PUBLIC_URL":"https://www.mckinsey.com","PUBLIC_CMS_URL":"https://cms-prod.mckinsey.com","RECAPTCHA_V3_KEY":"6LdC5twSAAAAAF0dePIbY_ckeF05mKdYYJXn7uTg","INVISIBLE_RECAPTCHA_KEY":"6LcWCs0UAAAAAEik2NaGkfGH8mGHo1ThxIt-qUoE","USER_SERVICE_API_HOST":"https://prd-api.mckinsey.com","MOBILE_SERVICES_HOST":"https://mobileservices.mckinsey.com","SEARCH_SERVICE_API_HOST":"https://mckapi.mckinsey.com","OT_DATA_DOMAIN_SCRIPT_COM":"915b5091-0d7e-44d2-a8c4-cf08267e52fe","OT_DATA_DOMAIN_SCRIPT_DE":"13f50396-9d33-4d95-ba3e-1f108fa91009","OT_DATA_DOMAIN_SCRIPT_BR":"679eae24-1d5c-4f33-8aae-b35aa8269966","ADOBE_LAUNCH":"a400cfbb2fd3","BCOV_POLICY":"BCpkADawqM3Kw-9uDslNJRKDKV902YBckQibdHvtCe7_E1CZUK-yA5lMOb0bP1Jmd13AXAimBAu9t6P25EhnE825MQxq4h4gzCSC4KvcIHFy2o5ay1FC1x7wzMAIhOee5bfcN5IJQx6CACEfqD6MjNGOa4Mh5LH3vPUAJm5oqesmj6CCd1LHOIyuDfTagR09agAhz4Ip_rz_4ksu4nquPxb2t4ZAzriRvCuZcBcGstib_ZFC8TZnALZ4lQDqnXvywA0mvcIcBN5UFD0mi9hLUMuP8-Q6YypPmnQA0WghaliiEvdty3YPyFYgUpQ-JqI7FX5e_lXDFKUsw7NhT6GYeYVdfIvXw_Wzz2bon3xTO_qSpFXjje5vbz7RbLHzLEZV_oaR74diNRT_SSTZbS2LkfGEBAYwNdRdLn5p1FhryNkg5ykrzRa9VhKcPPNuAj0w9Oj5j1Zd84f5_exyF4QM4_5VBu5NQyiUuWzWVPANIDpeFLxzP5psM-76ObRo9FgSmMi85MRqiSJYxfDCNxZCVJVSvlVR-smfLkuAD4Za9B4e57pzXgLwEBNYTIu-hl8C4xkTtIl1H_DxC4-X0iKmqPhFc0-z4UALqgntgcNbp6iutLU-Ue7z0Mr175s7GmZ9rRrqcolGT-4iwlAPcfm_E3ky-PdJZP6peSf_9WY9A0nhxgavAgYCvuFGqh1xUTRmYDNHOfb5xxW8nkFIRU2R9jk6zuRIVIFkOpX2Fp1427ipkVFchRcFu90FwvPYKtByEf7SynOSOrMHgJjkqWUHYvHzTYBmVvExyOlAYAlfovJUueYEjV3WKPsvmMxKHIL4wfxsEjVq5rAkY-qoiG_aA-p-0X2jd6x0nR7Fajn9No0EMN0OPXs3yjdpxC_a37eMC8dS4gIJjYJK5_xz8y5Q2uJUz9dmkqAMGc4CH9eJNDE5rP5kwAmLnHtnA36_kxbHsy6WVBllf4_jE9kQ3L-TfuZLBJtAZOqObTMtpUJYiOIYYkGnQgaiik8wyMvAsfGI3bRVEhkSJ7315aHLMp_K0WuHWW53v-lS4T4J0t8FmPHFCAsUC5LEHB9_cib12s055WPADQ8Q9VIMgzXJu04Eqi-zQHb7H1mmckN7gDXz0IqHAWF35mSwjs20HKG-p10f4Cj68Y_sV7Tdnx05lqmMJTumEPTfYiEwKNKWnUvH6Di2-XDUHZkgT1xUUIVxBIkmQsHRcdnNcxEdh_HTFljfGcdw-34bnVCJlUBklw","sitecoreApiHost":"https://prod.mckinsey.com","FB_APP_ID":"1382278882079245","ARTICLE_API_HOST":"https://prd-api.mckinsey.com","SITECORE_FORMS_SERVICES_API_HOST":"https://prd-api.mckinsey.com","FEATURE_TOGGLES":"{\"stack_adapt_pixel\": false, \"article_seo_schema\":true, \"remember_me\": true, \"gql_promo_banner\": true, \"gql_highlight_bar\": true, \"gql_ceros_placeholder\": true, \"gql_two_up_medium\": true, \"gql_hero_with_partnership_mark\": true, \"gql_brightcove_gallery\": true, \"gql_one_up_medium\": true, \"gql_promo_bar_with_quote\": true, \"gql_fifty_fifty_hero\": true, \"gql_enhanched_hero\": true, \"gql_two_up_small\": true, \"gql_general_up\": true, \"gql_full_bleed_hero\": true, \"passwordless_login_enabled\": true, \"sso_enabled\": true, \"article_id\": \"\", \"personalisation_enabled\":true, \"hide_student_sticky_footer\":true, \"email_domain_validation_enabled\":true, \"enable_cid_cookie_qp\": true, \"otp_verification_enabled\": true, \"article_ratings_enabled\": true, \"article_ratings_enabled_mobile\": true, \"disable_profile_for_alumni\": true, \"firm_sso_enabled\": true}","HEADER_SCRIPT_HASH":"abcd1234","OKTA_AUTH_CLIENT_ID":"0oa8ppb3ypQ8uOI8y697","OKTA_AUTH_ISSUER":"https://dotcomidp.mckinsey.com/oauth2/aus2byav0jTElyFDD697/","AUTO_REDIRECTION_DURATION":"5","LINKEDIN_IDP":"0oaecyj1byxnfrfFk697","APPLE_IDP":"0oaeg2lxy6mq4PX5F697","GOOGLE_IDP":"0oaeczfkb03XL3E4O697","FIRM_SSO_IDP":"0oannwofycK193SNs697","ALUMNI_BASE_API_URL":"https://gateway.mckinsey.com/:apiKey/v1","ALUMNI_AUTHENTICATE_API_URL":"https://ac3-okta-auth.mckinsey.com/authenticate","ALUMNI_OKTA_URL":"https://mckinsey.okta.com/app/mckinsey_ac3_1/exk1slverqoqR80wm2p7/sso/saml","ALUMNI_OKTA_ENABLED":"false","GOOGLE_MAP_API_KEY":"AIzaSyDqrGDNMDjy9pXHkMf-_Ut33LoC725GSe4","AWS_GATEWAY":"https://gateway.mckinsey.com","AWS_API_GATEWAY_ID":"283ao0jjs3","AWS_PERSONALIZATION_TRACKING_ID":"0e6bebf6-33df-48c3-a0ab-31dc0a18f583","AWS_PERSONALIZATION_CID":"recommendations-onw-onw-mck-mck-art-2410-v1-user-ext-web","EVENTS_MODULE_CARDS_COUNT":"8","RECOMMENDATIONS_OFFER_ACTIVITY":"Article Recommendations"},"isFallback":false,"dynamicIds":[70281,73769,76731,42354,35278,68578,30067,98391,32991],"gssp":true,"locale":"en","locales":["en","da-DK"],"defaultLocale":"en","isPreview":true,"scriptLoader":[]}</script><script type="text/javascript" src="/WT0M/oqRU/7oA/KD1/Kl_g/i9piXDmbbJDfuV/Yy41AxIr/dmB/4eB1XalcB"></script></body></html>