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Sales Growth
Five Proven Strategies from the World's Sales Leaders
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Artikel-Nr:
9781119281085
Veröffentl:
2016
Erscheinungsdatum:
11.05.2016
Seiten:
320
Autor:
Mckinsey & Company Inc
Gewicht:
612 g
Format:
235x157x22 mm
Sprache:
Englisch
Beschreibung:
THOMAS BAUMGARTNER is a senior partner in McKinsey & Company's Vienna office. He co-leads McKinsey's work on sales and channels globally. Thomas advises clients in industries including high-tech, electronics, transportation, basic materials, telecommunications, and consumer goods-where he helps them outline and drive large-scale, top-line growth programs.
HOMAYOUN HATAMI is a senior partner in the Paris office of McKinsey & Company. He leads the firm's Marketing & Sales Practice in Europe, the Middle East, and Africa. Homayoun has a broad range of experience working with clients around the world to help them drive above-market growth.
MARIA VALDIVIESO is a director of knowledge in McKinsey & Company's Marketing & Sales Practice, based in Miami. She advises B2B and consumer companies on driving sales growth and commercial transformations, and leads McKinsey's research on sales and channel excellence.
HOMAYOUN HATAMI is a senior partner in the Paris office of McKinsey & Company. He leads the firm's Marketing & Sales Practice in Europe, the Middle East, and Africa. Homayoun has a broad range of experience working with clients around the world to help them drive above-market growth.
MARIA VALDIVIESO is a director of knowledge in McKinsey & Company's Marketing & Sales Practice, based in Miami. She advises B2B and consumer companies on driving sales growth and commercial transformations, and leads McKinsey's research on sales and channel excellence.
The challenges facing today's sales executives and their organizations continue to grow, but so do the expectations that they will find ways to overcome them and drive consistent sales growth.
There are no simple solutions to this situation, but in this thoroughly updated Second Edition of Sales Growth, experts from McKinsey & Company build on their practical blueprint for achieving this goal and explore what world-class sales executives are doing right now to find growth and capture it--as well as how they are creating the capabilities to keep growing in the future.
Based on discussions with more than 200 of today's most successful global sales leaders from a wide array of organizations and industries, Sales Growth puts the experiences of these professionals in perspective and offers real-life examples of how they've overcome the challenges encountered in the quest for growth.
The book, broken down into five overarching strategies for successful sales growth, shares valuable lessons on everything from how to beat the competition by looking forward, to turning deep insights into simple messages for the front line. Page by page, you'll learn how sales executives are digging deeper than ever to find untapped growth, maximizing emerging markets opportunities, and powering growth through digital sales. You'll also discover what it takes to find big growth in big data, develop the right "sales DNA" in your organization, and improve channel performance. Three new chapters look at why presales deserve more attention, how to get the most out of marketing, and how technology and outsourcing could entirely reshape the sales function.
Twenty new standalone interviews have been added to those from the first edition, so there are now in-depth insights from sales leaders at Adidas, Alcoa, Allianz, American Express, BMW, Cargill, Caterpillar, Cisco, Coca-Cola Enterprises, Deutsche Bank, EMC, Essent, Google, Grainger, Hewlett Packard Enterprise, Intesa Sanpaolo, Itaú Unibanco, Lattice Engines, Mars, Merck, Nissan, P&G, Pioneer Hi-Bred, Salesforce, Samsung, Schneider Electric, Siemens, SWIFT, UPS, VimpelCom, Vodafone, and Würth. Their stories, as well as numerous case studies, touch on some of the most essential elements of sales, from adapting channels to meet changing customer needs to optimizing sales operations and technology, developing sales talent and capabilities, and effectively leading the way to sales growth.
Engaging and informative, this timely book details proven approaches to tangible top-line growth and an improved bottom line. Created specifically for sales executives, it will put you in a better position to drive sales growth in today's competitive market.
There are no simple solutions to this situation, but in this thoroughly updated Second Edition of Sales Growth, experts from McKinsey & Company build on their practical blueprint for achieving this goal and explore what world-class sales executives are doing right now to find growth and capture it--as well as how they are creating the capabilities to keep growing in the future.
Based on discussions with more than 200 of today's most successful global sales leaders from a wide array of organizations and industries, Sales Growth puts the experiences of these professionals in perspective and offers real-life examples of how they've overcome the challenges encountered in the quest for growth.
The book, broken down into five overarching strategies for successful sales growth, shares valuable lessons on everything from how to beat the competition by looking forward, to turning deep insights into simple messages for the front line. Page by page, you'll learn how sales executives are digging deeper than ever to find untapped growth, maximizing emerging markets opportunities, and powering growth through digital sales. You'll also discover what it takes to find big growth in big data, develop the right "sales DNA" in your organization, and improve channel performance. Three new chapters look at why presales deserve more attention, how to get the most out of marketing, and how technology and outsourcing could entirely reshape the sales function.
Twenty new standalone interviews have been added to those from the first edition, so there are now in-depth insights from sales leaders at Adidas, Alcoa, Allianz, American Express, BMW, Cargill, Caterpillar, Cisco, Coca-Cola Enterprises, Deutsche Bank, EMC, Essent, Google, Grainger, Hewlett Packard Enterprise, Intesa Sanpaolo, Itaú Unibanco, Lattice Engines, Mars, Merck, Nissan, P&G, Pioneer Hi-Bred, Salesforce, Samsung, Schneider Electric, Siemens, SWIFT, UPS, VimpelCom, Vodafone, and Würth. Their stories, as well as numerous case studies, touch on some of the most essential elements of sales, from adapting channels to meet changing customer needs to optimizing sales operations and technology, developing sales talent and capabilities, and effectively leading the way to sales growth.
Engaging and informative, this timely book details proven approaches to tangible top-line growth and an improved bottom line. Created specifically for sales executives, it will put you in a better position to drive sales growth in today's competitive market.
Foreword xiii
Preface xvii
STRATEGY 1 FIND GROWTH BEFORE YOUR COMPETITORS DO 1
The best sales leaders drive growth for their companies. They use data and insights to anticipate market momentum and pinpoint where untapped potential lies. They steal the march on competitors and lock in new customers first.
CHAPTER 1 Look Ten Quarters Ahead 3
Insights from economic, technological, and behavioral megatrends translate into opportunities at the front line. The best sales leaders invest ahead of emerging demand and cultivate demand for products that won't be available for many months. Peering into the future and harnessing tomorrow's trends is a job for sales leaders, not just visionary CEOs.
Interviews: William J. Teuber, Jr., EMC 14
Karim Amin, Siemens 16
CHAPTER 2 Mine Growth beneath the Surface 19
Averages are misleading. Take a microscope to existing markets and see the opportunities that competitors routinely overlook. Drill down below the zip code level or look at customer segments by industry or demographic characteristics to reveal untapped pockets of growth. Then turn the analysis into a simple message for the front line.
Interviews: Gil Steyaert, adidas 29
Alejandro Munoz, Pioneer Hi-Bred 31
CHAPTER 3 Find Big Growth in Big Data 33
Big data opens up amazing sales opportunities. There are already B2C and B2B companies translating data into operating margin improvements of up to 25 percent. Players in all sectors can follow suit if they build insights from a wide array of internal and external data sources and create tailored selling propositions based on personalization. But to maximize the benefits of big data, it needs to be at the very heart of the sales culture.
Interviews: Jeffrey K. Schomburger, P&G 46
Shashi Upadhyay, Lattice Engines 49
STRATEGY 2 SELL THE WAY YOUR CUSTOMERS WANT 51
Sophisticated customers are not interested in traditional sales models. They demand faster, more seamless, and even enjoyable sales experiences; they want more information and more value, and they want it across all channels. Delivering all this is hard enough--doing so profi tably in both mature and emerging markets is a major challenge. Leading sales organizations are finding ways to improve digital, direct, and indirect channel performance, and are cracking the code of how to integrate them.
CHAPTER 4 Master Multichannel Sales 53
No company can compete today using only a single sales channel. But with so many channels to manage, how can you ensure consistency, maintain close contact with customers, and raise profitability? The best sales leaders blend remote and field sales, integrate online and offline channels, orchestrate direct and indirect sales teams, and even use service as a sales channel.
Interviews: Vikram Nangia, American Express 64
Gregory Lee, Samsung 67
Joachim Müller, Allianz 69
CHAPTER 5 Power Growth through Digital Sales 73
Can your company really claim to be cutting-edge with its digital strategy? The most forward-thinking organizations see sales figures and conversion rates skyrocket when they get digital platforms right. They test and tweak constantly to delight the customer and turn clicks into sales. They embrace mobile and understand the benefits of building customer relationships across platforms. Finally, they recognize that digital cannot stand alone--it is seamless integration with other channels that wins the day.
Interviews: Margo Georgiadis, Google 89
Marco Bonomi, Itaú Unibanco 91
CHAPTER 6 Innovate Direct Sales 95
When did you last change your direct sales approach? Leaders of the most successful direct sales forces have done just that. They now e
Preface xvii
STRATEGY 1 FIND GROWTH BEFORE YOUR COMPETITORS DO 1
The best sales leaders drive growth for their companies. They use data and insights to anticipate market momentum and pinpoint where untapped potential lies. They steal the march on competitors and lock in new customers first.
CHAPTER 1 Look Ten Quarters Ahead 3
Insights from economic, technological, and behavioral megatrends translate into opportunities at the front line. The best sales leaders invest ahead of emerging demand and cultivate demand for products that won't be available for many months. Peering into the future and harnessing tomorrow's trends is a job for sales leaders, not just visionary CEOs.
Interviews: William J. Teuber, Jr., EMC 14
Karim Amin, Siemens 16
CHAPTER 2 Mine Growth beneath the Surface 19
Averages are misleading. Take a microscope to existing markets and see the opportunities that competitors routinely overlook. Drill down below the zip code level or look at customer segments by industry or demographic characteristics to reveal untapped pockets of growth. Then turn the analysis into a simple message for the front line.
Interviews: Gil Steyaert, adidas 29
Alejandro Munoz, Pioneer Hi-Bred 31
CHAPTER 3 Find Big Growth in Big Data 33
Big data opens up amazing sales opportunities. There are already B2C and B2B companies translating data into operating margin improvements of up to 25 percent. Players in all sectors can follow suit if they build insights from a wide array of internal and external data sources and create tailored selling propositions based on personalization. But to maximize the benefits of big data, it needs to be at the very heart of the sales culture.
Interviews: Jeffrey K. Schomburger, P&G 46
Shashi Upadhyay, Lattice Engines 49
STRATEGY 2 SELL THE WAY YOUR CUSTOMERS WANT 51
Sophisticated customers are not interested in traditional sales models. They demand faster, more seamless, and even enjoyable sales experiences; they want more information and more value, and they want it across all channels. Delivering all this is hard enough--doing so profi tably in both mature and emerging markets is a major challenge. Leading sales organizations are finding ways to improve digital, direct, and indirect channel performance, and are cracking the code of how to integrate them.
CHAPTER 4 Master Multichannel Sales 53
No company can compete today using only a single sales channel. But with so many channels to manage, how can you ensure consistency, maintain close contact with customers, and raise profitability? The best sales leaders blend remote and field sales, integrate online and offline channels, orchestrate direct and indirect sales teams, and even use service as a sales channel.
Interviews: Vikram Nangia, American Express 64
Gregory Lee, Samsung 67
Joachim Müller, Allianz 69
CHAPTER 5 Power Growth through Digital Sales 73
Can your company really claim to be cutting-edge with its digital strategy? The most forward-thinking organizations see sales figures and conversion rates skyrocket when they get digital platforms right. They test and tweak constantly to delight the customer and turn clicks into sales. They embrace mobile and understand the benefits of building customer relationships across platforms. Finally, they recognize that digital cannot stand alone--it is seamless integration with other channels that wins the day.
Interviews: Margo Georgiadis, Google 89
Marco Bonomi, Itaú Unibanco 91
CHAPTER 6 Innovate Direct Sales 95
When did you last change your direct sales approach? Leaders of the most successful direct sales forces have done just that. They now e
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