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In addition, sales leaders should negotiate these targets and update them regularly-quarterly or as needed-to reflect the current reality. Rather, today’s target-setting approach should be informed by forecasting models based on granular internal sources and external market factors to reflect product- and account-level sales potential. For each metric, leaders need to set targets by comparing existing revenues with full-potential estimates on a customer level where possible.īut it is no longer enough to set sales and margin targets by adding a percentage increase to historical sales results. To harness the benefits of today’s data-driven environment, organizations first and foremost need a clear view of their commercial goals-for example, topline growth and margin expansion-and metrics to track their progress in achieving them. Visit our Sales & Channel Management page Dynamic sales targets based on analytics In addition, it is an absolute necessity in reimagining a go-to-market process that can radically improve sales ROI (Exhibit 1). McKinsey’s Commercial Capabilities Assessment Tool (CCAT) survey results for 11,837 respondents from 85 global B2B organizations indicate a positive relationship between performance-management capability scores and EBITDA CAGR with 99% confidence level. Done well, it can help companies capture up to 15 more percentage points in EBITDA growth than their peers. So what should commercial organizations do? Across B2B industries and regions, our work has shown the development of one capability to be crucial: data-driven commercial-performance management. McKinsey’s COVID-19 B2B Decision-Maker Pulse survey 7/27– (n = 3,626). This challenge is here to stay in our most recent B2B Pulse Survey, 89 percent of B2B executives said they expect the shift toward more digital and remote go-to-market models to last beyond the pandemic. As further data pour in from digital platforms, video calls, and webinars, it is becoming increasingly difficult for organizations to know which customers to focus on, what they care about, and how successful sales teams are engaging them. Shifting customer interactions during the COVID-19 pandemic have magnified the challenges. While more data on customers are available than ever before, many B2B companies struggle to use them to create insights on commercial opportunities and steer their organizations to the next level of performance. Moreover, today’s B2B buyers are savvier than ever and expect a “consumer-like” experience. As customers have shifted to digital and remote engagement in recent years, business-to-business (B2B) sales organizations have had to cover more channels and manage more interactions.
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