Event series

Go-to-Market GameChanger Forum

Disruption in go-to-market for B2B industrials, 2022

Despite a number of critical challenges for companies within industrial sector, the pandemic has also boosted innovation, massively increased digital adoption, and enabled new possibilities for the future. Although each company must define its individual go-to-market path, we firmly believe most industrial companies can benefit from insights into the most relevant topics such as omnichannel, data, automation, and the corresponding necessary transformational change to be well positioned for the next decade. Together with McKinsey experts, industry-leading executives—proven game changers—share their expertise on these topics while engaging in on-stage discussions.

Series Overview

In this series of events, we will explore the most relevant go-to-market topics for omnichannel, data, automation, and change for industrial companies. Join us for this series of 30-45 minutes session from February 2022 to November 2022, each featuring an expert panel with perspectives from McKinsey and industry experts, followed by Q&A. Registration for all or selected events is limited on a first-come, first-served basis.

Seamless buying experience

B2B buyers aren’t just moving to omnichannel. They’ve arrived. Given the choice of in-person, remote, and e-commerce channels, purchasers have shown they want them all. McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround—rather, it is a critically important fixture for B2B sales globally.

Leveraging analytics

A data-analytics strategy can help closing the performance spread among sales reps. Using machine learning, companies can survey large numbers of deals and sales rep interactions to find patterns and to generate insights on which behaviors can help win deals and boost customer satisfaction scores. These data-driven insights can then help sales leaders to steer and coach their sales force in a way that will drive both top-and bottom-line growth.

Replication of human tasks

Sales automation holds the potential to reduce the cost of sales by freeing up time spent on administration and reporting and to unlock additional revenue by automating outreach to customers in the sales funnel. But many decision makers are not aware—or have not taken advantage—of the value that sales automation can create across a growing range of use cases.

Culture and skills

Despite years of championing transformation initiatives, too many sales organizations still struggle with lackluster performance. Big investments have delivered negligible returns. Sales leaders have become frustrated. It doesn’t have to be like that. In our work with thousands of sales organizations, it has become clear that advances in the “science” of change—digital, analytics, and supporting methodologies—can make a big difference.

Upcoming Events

Omnichannel: E2E online sales and remote selling in hybrid sales model

February 4, 2022 | 12:00 p.m. CET

Omnichannel: Full power from B2B inside sales

March 18, 2022 | 12:00 p.m. CET

Data: Data-driven lead management

April 29, 2022 | 12:00 p.m. CET

Data: Analytics-based sales growth

June 6, 2022 | 12:00 p.m. CET

Automation: Customer facing digitization

July 22, 2022 | 12:00 p.m. CET

Automation: E2E sales back office automation

September 2, 2022 | 12:00 p.m. CET

Change: Culture shift in hybrid sales models

October 14, 2022 | 12:00 p.m. CET

Change: Re-skilling, up-skilling and incentive systems

November 25, 2022 | 12:00 p.m. CET

Our people

Partner, Munich

David Sprengel

Helps B2B and B2B2C companies to achieve profitable growth by applying his expertise in go-to-market strategies, sales effectiveness,... sales-push programs, pricing, and growth strategies.
Partner, Amsterdam

Anna Koivuniemi

Helps clients to make strategic choices and leverage digital, data, and strong commercial skills to drive above-market growth.
Partner, London

Boudewijn Driedonks

Serves clients in the technology, advanced-electronics, basic-materials, chemicals, and agriculture sectors with a focus on business-to-business... sales growth.
Partner, Munich

Isabel Huber

Leads our sales and channel work in EMEA, brings the newest insights to numerous advanced industry clients.
Senior Partner, Vienna

Thomas Baumgartner

Supports global companies in large-scale transformations with a focus on growth and marketing and sales.
Partner, Helsinki

Anna Granskog

Serves electricity, basic materials, and engineering industry sectors with particular focus on strategy and organizational issues.
Associate Partner, Hamburg

Frederic Rupprecht

Helps automotive and other industrial companies in sales growth and sales channel challenges globally.
Associate Partner, Frankfurt

Martina Yanni

Supports clients in various industries with focus on marketing and sales management and business and market planning.
Partner, Stockholm

Markus Forsgren

Advises and serves primarily industrial clients across Europe, with a focus on growth and services business building.
Partner, Paris

Jean-Charles Devignes

Supports clients on their growth challenges—from the design of their strategy to the implementation of their business transformations.
Partner, Düsseldorf

Dorothee Herring

Advises machinery and automotive companies as they set strategies for growth and pursue performance improvement.
Senior Partner, Frankfurt

Harald Bauer

Advises semiconductor and high-tech clients on matters of strategy, operations, and performance transformation.

Featured insights


How industrial companies can put e-commerce at the heart of their growth strategy

– How can industrial companies maintain strong bonds with distributors while cultivating direct sales through e-commerce?

Creating strong digital B2B channels at industrial companies

– The digital solutions common at many companies are new to most industrials. How can digitization take root in this complex industry?

By the numbers: What drives sales-growth outperformance

– New data reveals that outperformers are ahead of the pack where it matters in insights, agility, talent, and tech.

Omnichannel in B2B sales: The new normal in a year that has been anything but

– New analysis makes it clear: Omnichannel is here to stay for B2B sales.

The CEO agenda for companies in advanced industries

– As automotive and industrial companies take tactical steps to survive the pandemic, they should seize the opportunity to embrace... ten actions to sustain leadership and value creation in the coming decade.

A shift to digital: How COVID-19 has changed selling models

The tide has turned: digital self-service and remote customer interaction with sales reps are now, and are likely to remain, dominant... elements of the B2B go-to-market model. This is true not just for selling to smaller, existing customers but also for converting new customers and selling to large enterprises.

Contact us for more information about the Go-to-Market GameChanger Forum