Web 2022 Emerging cautiously: Australian Consumers in 2022 Exhibit 2 Exhibit 2 of 10 Outperformers are already using analytics extensively. Outperformers Slow growers Outperformers Slow growers 3 out of 4 2 out of 3 outperformers apply tables-stakes outperformers apply analytics use cases analytics such as sales planning to be more granular on deal and (vs half of slow growers) account-level opportunities (vs half of slow growers) McKinsey & Company An automotive original-equipment manufacturer we heard across leading companies. The company (OEM), for example, was about to launch a new successfully launched the new model, delivering model as its older models were declining in 10 percent higher conversion rates and a 5 percent popularity. When the head of sales found out sales uplift overall. that their current lead generation plan hinged on converting existing customers, he realized Top performers emphasize two customer analytics an expanded approach was needed to identify key factors that can unlock growth—data and potential customers as well. What type of buyer decision making. These outperformers use them in would want to buy this vehicle, and how could the the following ways: company approach them and finish the sale? Use unexpected sources of customer data at a The company used machine learning to combine five granular level. Leading B2B companies build rich different data sources that had not been connected signals that go beyond traditional customer data to before, including previous ownership data, offer a fully rounded view. For example, companies demographics, and service history. This highlighted are identifying customer buying opportunities by 30 specific characteristics that defined their ideal tracking their hiring patterns—if a manufacturing buyers and allowed the company to create 10,000 company starts heavily recruiting data scientists, lead profiles with which to calculate an individual then a tech infrastructure company might infer customer’s readiness to buy. that the manufacturer is in the market for data infrastructure and target it accordingly. Their experience of leveraging granular internal data to determine propensity to buy is a common theme 8 Future of B2B sales: The big reframe