McKinsey report: B2B commercial analytics – what outperformers do

Research from McKinsey detailing B2B use of commercial analytics, and what makes B2B marketers succeed at it.
  • The research is based on a survey across ten industries in six countries with input from over 2,500 respondents.
  • It demonstrated there is an increase in interest in using commercial analytics among B2B marketers, even if the practice is lagging compared to those in B2C.
  • Those that outperform their peers in commercial analytics execute well across four areas: creating internal agreement concerning commercial value, building the right analytics workforce, employing flexible data architecture, algorithms and tools and deploying change management skills to improve execution on the front lines....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands