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1McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Sell the buyer’s way.
J e n n i f e r S t a n l e y | M c K i n s e y & C o m p a n y
B2B Digital Sales
@JenStanley3 #QuotableSummit #DF17
2McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
4McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
5McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Digital sales is increasingly complex
“ M o n o - c h a n n e l ” “ M u l t i p l e c h a n n e l s ” “ M u l t i c h a n n e l ” “ M u l t i - t o u c h ”
IDENTIFY BUY
TRIGGER
6McKinsey & Company@JenStanley3 #QuotableSummit #DF17
What we found: buyers want human AND digital
I m p o r t a n c e o f
“ d i g i t a l ” m e a n s
I m p o r t a n c e o f
“ t r a d i t i o n a l ” m e a n s
7McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Buyers start journeys wanting
H2H and end wanting digital
8McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Digital is a differentiator, but H2H matters more
43 30
13
27 20
7
9McKinsey & Company@JenStanley3 #QuotableSummit #DF17
B2B industries are more similar than not
NEVER PURCHASED
BEFORE
NEW SPECIFICATION
NEEDS
EXACT SAME
PRODUCT
ALWAYS PREFER
DIGITAL
73 55 15 4
71 14 758
73 45 16 7
77 56 16 1
73 51 14 2
79 40 15 3
81 47 14 3
10McKinsey & Company@JenStanley3 #QuotableSummit #DF17
AND in the typical buyer's decision journey
IDENTIFY BUY
TRIGGER
11McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
12McKinsey & Company@JenStanley3 #QuotableSummit #DF17SOURCE: 1,200 buying decision makers
13McKinsey & Company@JenStanley3 #QuotableSummit #DF17

TRANSPARENCY EXPERTISE
WHAT BUYERS WANT
SPEED
14McKinsey & Company@JenStanley3 #QuotableSummit #DF17
SPEED
No "one click" or shortcut offering
Unable to make one-time changes
Takes too long to get answer
Troubleshooting too slow
Sales rep does not follow up
Cannot compare products
Slow turnaround time
Difficult to contact live person
15McKinsey & Company@JenStanley3 #QuotableSummit #DF17

TRANSPARENCY EXPERTISE
WHAT BUYERS WANT
SPEED
16McKinsey & Company@JenStanley3 #QuotableSummit #DF17
 TRANSPARENCY
Changing prices
Product return difficult
Product use restricted
Supplier does not inform me of
problems
Unable to store RFP communications
Cannot easily see prices
Hard to compare across products
Difficult to compare new products to
what I already use
17McKinsey & Company@JenStanley3 #QuotableSummit #DF17

TRANSPARENCY EXPERTISE
WHAT BUYERS WANT
SPEED
18McKinsey & Company@JenStanley3 #QuotableSummit #DF17
 EXPERTISE
Troubleshooting is slow
Sales reps don’t follow up
Supplier does not check in with me
Information not tailored to me
No single point of contact
I do not understand products / services
Recommendations don’t apply to me
No expert review of purchase
19McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
20McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Digital as a channel in omni-channel go-to-market
SOURCE: Digital Quotient Database, B2B CDJ Digital Research,
interviews with industry experts, SaaS McK benchmark database,
Channel in the Digital GTM age, Sales Growth 2016 Survey
3-4%
growth achieved
~0%
growth market
in a
90%
were to new
customers previously
un-addressable
CAGR for products
sold through site
within 18 months
600%
90%+
of dropped by
in support calls
Increased
customer
satisfaction
21McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Case study: SMB digital only offering
SOURCE: Factiva, company websites, Grainger Annual reports + Factbook
1 in 5
Grainger orders
placed on a mobile
device are picked up
in-store
E-commerce
comprises 40%
of total sales and
accounts for 94%
of growth in year
launched
94%
40%
22McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Case study: Digital as an enabler to account managers
new revenue
video impressions
qualified leads
customer testimonials
Video-based
product test drive
for processor card
Increase customer
engagement through
digital channels
23McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Case study: Digital sales + human support
B2B enterprise
software company
that offers free
functionality to users
Provides in-depth support,
including a user-friendly
training program
customers spend
>$50K in 2015
revenue growth in 2014
marketing and sales
expense
24McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Getting this right can create real value
5X 8X 2X
25McKinsey & Company@JenStanley3 #QuotableSummit #DF17
Monday morning action items
RETHINK how you deal with
customer issues
PLAN FOR digital tools as part of
your customer interactions
FIND OUT when your customers
want to talk to you
26McKinsey & Company@JenStanley3 #QuotableSummit #DF17
jennifer _s tanley@mckinsey.com
J ennifer Stanley
@ jens tanley3
STAY CONNECTED
JENNIFER STANLEY
Par tner & Leader in
Mc Kins ey’s Sales For c e
& C hannel Management
Pr ac tic e
Mc Kins ey on Mar k eting and Sales
@JenStanley3 #QuotableSummit #DF17

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B2B Digital Sales - Sell the buyer’s way

  • 1. 1McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Sell the buyer’s way. J e n n i f e r S t a n l e y | M c K i n s e y & C o m p a n y B2B Digital Sales @JenStanley3 #QuotableSummit #DF17
  • 2. 2McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
  • 3. 4McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
  • 4. 5McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Digital sales is increasingly complex “ M o n o - c h a n n e l ” “ M u l t i p l e c h a n n e l s ” “ M u l t i c h a n n e l ” “ M u l t i - t o u c h ” IDENTIFY BUY TRIGGER
  • 5. 6McKinsey & Company@JenStanley3 #QuotableSummit #DF17 What we found: buyers want human AND digital I m p o r t a n c e o f “ d i g i t a l ” m e a n s I m p o r t a n c e o f “ t r a d i t i o n a l ” m e a n s
  • 6. 7McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Buyers start journeys wanting H2H and end wanting digital
  • 7. 8McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Digital is a differentiator, but H2H matters more 43 30 13 27 20 7
  • 8. 9McKinsey & Company@JenStanley3 #QuotableSummit #DF17 B2B industries are more similar than not NEVER PURCHASED BEFORE NEW SPECIFICATION NEEDS EXACT SAME PRODUCT ALWAYS PREFER DIGITAL 73 55 15 4 71 14 758 73 45 16 7 77 56 16 1 73 51 14 2 79 40 15 3 81 47 14 3
  • 9. 10McKinsey & Company@JenStanley3 #QuotableSummit #DF17 AND in the typical buyer's decision journey IDENTIFY BUY TRIGGER
  • 10. 11McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
  • 11. 12McKinsey & Company@JenStanley3 #QuotableSummit #DF17SOURCE: 1,200 buying decision makers
  • 12. 13McKinsey & Company@JenStanley3 #QuotableSummit #DF17 TRANSPARENCY EXPERTISE WHAT BUYERS WANT SPEED
  • 13. 14McKinsey & Company@JenStanley3 #QuotableSummit #DF17 SPEED No "one click" or shortcut offering Unable to make one-time changes Takes too long to get answer Troubleshooting too slow Sales rep does not follow up Cannot compare products Slow turnaround time Difficult to contact live person
  • 14. 15McKinsey & Company@JenStanley3 #QuotableSummit #DF17 TRANSPARENCY EXPERTISE WHAT BUYERS WANT SPEED
  • 15. 16McKinsey & Company@JenStanley3 #QuotableSummit #DF17 TRANSPARENCY Changing prices Product return difficult Product use restricted Supplier does not inform me of problems Unable to store RFP communications Cannot easily see prices Hard to compare across products Difficult to compare new products to what I already use
  • 16. 17McKinsey & Company@JenStanley3 #QuotableSummit #DF17 TRANSPARENCY EXPERTISE WHAT BUYERS WANT SPEED
  • 17. 18McKinsey & Company@JenStanley3 #QuotableSummit #DF17 EXPERTISE Troubleshooting is slow Sales reps don’t follow up Supplier does not check in with me Information not tailored to me No single point of contact I do not understand products / services Recommendations don’t apply to me No expert review of purchase
  • 18. 19McKinsey & Company@JenStanley3 #QuotableSummit #DF17@JenStanley3 #QuotableSummit #DF17
  • 19. 20McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Digital as a channel in omni-channel go-to-market SOURCE: Digital Quotient Database, B2B CDJ Digital Research, interviews with industry experts, SaaS McK benchmark database, Channel in the Digital GTM age, Sales Growth 2016 Survey 3-4% growth achieved ~0% growth market in a 90% were to new customers previously un-addressable CAGR for products sold through site within 18 months 600% 90%+ of dropped by in support calls Increased customer satisfaction
  • 20. 21McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Case study: SMB digital only offering SOURCE: Factiva, company websites, Grainger Annual reports + Factbook 1 in 5 Grainger orders placed on a mobile device are picked up in-store E-commerce comprises 40% of total sales and accounts for 94% of growth in year launched 94% 40%
  • 21. 22McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Case study: Digital as an enabler to account managers new revenue video impressions qualified leads customer testimonials Video-based product test drive for processor card Increase customer engagement through digital channels
  • 22. 23McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Case study: Digital sales + human support B2B enterprise software company that offers free functionality to users Provides in-depth support, including a user-friendly training program customers spend >$50K in 2015 revenue growth in 2014 marketing and sales expense
  • 23. 24McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Getting this right can create real value 5X 8X 2X
  • 24. 25McKinsey & Company@JenStanley3 #QuotableSummit #DF17 Monday morning action items RETHINK how you deal with customer issues PLAN FOR digital tools as part of your customer interactions FIND OUT when your customers want to talk to you
  • 25. 26McKinsey & Company@JenStanley3 #QuotableSummit #DF17 jennifer _s tanley@mckinsey.com J ennifer Stanley @ jens tanley3 STAY CONNECTED JENNIFER STANLEY Par tner & Leader in Mc Kins ey’s Sales For c e & C hannel Management Pr ac tic e Mc Kins ey on Mar k eting and Sales @JenStanley3 #QuotableSummit #DF17