Research from management consultancy McKinsey shows not only that business-to-business (B2B) brands are increasingly interested in deploying commercial analytics, but that those who execute on them well can expect big payoffs.

Why it matters

As with some other areas of B2B marketing, many practitioners have been slower to adapt commercial analytics than their business-to-consumer (B2C) counterparts; this research demonstrates the benefits of getting ahead of the game, as B2B companies that effectively employ analytics towards their marketing and sales are far more likely to have growth rates that are above-average.

Takeaways

• The survey data, comprising more than 2,500 respondents in...