Big Data, Analytics, and the Future of Marketing & Sales
Preface
Marketers on every continent are grappling with massive complexity as channels and data proliferate even as hyper-informed consumers are becoming more demanding. Within that very complexity, however, lies the key to incredible growth for marketers who can tap it. The goldmine of data represents a pivot-point moment for marketing and sales leaders. Companies that inject big data and analytics into their operations show productivity rates and profitability that are 5 percent to 6 percent higher than those of their peers. That’s an advantage no company can afford to ignore. We hope the pieces in this collection help spark ideas for you on where the opportunities lie in your organization. And please stay in touch by visiting us on our Chief Marketing & Sales Officer site (http://cmsoforum.mckinsey.com), YouTube channel (http://www.youtube.com/CMSOforum) or by tweeting us (https://Twitter.com/McK_CMSOForum). We’re looking forward to the conversation.
Josh Goff, Parag Desai, Kuba Tumyla, Julian Carrigan