The domino effect: How sales leaders are reinventing go-to-market in the next normal

This McKinsey article outlines how top sales organisations are reinventing their go-to-market strategies by deeply integrating data and technology.

The core idea is a "domino effect," where a series of strategic changes lead to cumulative improvements in sales performance.

These changes involve centralising commercial operations to generate actionable insights, enabling a more agile go-to-market model that aligns resources effectively, and designing smarter, automated sales processes to boost efficiency.

Ultimately, this transformation requires empowering and reskilling frontline sales teams to leverage new tools and insights, ensuring they can adapt to a more data-driven, digital sales environment.