Here is an article written by the Editors of the McKinsey Quarterly, published by McKinsey & Company, in which they identify what readers selected as the Ten Most Popular Articles on Marketing & Sales (2015). To check out other resources, learn more about the firm, obtain subscription information, and register to receive email alerts, please click here.
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Last year’s most popular articles on marketing and sales:
1. The dawn of marketing’s new golden age: Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories.
2. How Google breaks through: Lorraine Twohill, Google’s senior vice president of global marketing, describes what has and hasn’t changed for marketers trying to connect with customers.
3. The new consumer decision journey: For years, empowered consumers have held the upper hand when it comes to making purchasing decisions. But companies are fighting back.
4. Building a design-driven culture: It’s not enough to just sell a product or service—companies must truly engage with their customers. Here’s how to embed experience design in your organization.
5. Six steps to transform your marketing and sales capabilities: More than two-thirds of traditional commercial transformations fail. Here’s an approach to upgrading your marketing, sales, and pricing capabilities that works.
6. Marketing the Mercedes way: Ola Källenius of Daimler discusses the high-tech and high-touch marketing of an iconic brand.
7. Brand success in an era of Digital Darwinism: Companies adept at using digital tools along the consumer decision journey are gaining a sizable lead over competitors.
8. What it takes to deliver breakthrough customer experiences: To create distinctive customer experiences, large companies need to push the boundaries and adopt next-generation digital thinking and practices in seven key areas.
9. How digital marketing operations can transform business: Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get.
10. Building marketing and sales capabilities to beat the market: Consistent growth is difficult; consistent outperformance rarer still. Yet many companies still fail to develop their marketing and sales capabilities to drive performance.
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Here is a direct link to all ten articles.