“Today’s buyers are more technically savvy. They're more digitally savvy. They're spending more time on their devices. And they want to engage on their time, not your time.” —Go-to-market executive, biotechnology company Find customers by turning 360-degree Companies are therefore turning to analytics to help insights into sales them predict more accurately who their potential While forward-thinking companies are using customers are, their pain points and their next analytical insights to find new customers, others moves, and then proactively engage with them as are struggling to adapt to the current digital- early as possible. Outperformers—here defined first engagement model, which has shifted the as companies that beat the average growth rate of power from seller to customer. Customers—are their sector—already use analytics extensively and doing their own research online and finding out successfully. Players with strong customer analytics about a company or product before the seller has are 1.5 times more likely to grow fast, and can drive an opportunity to pitch it, whether it concerns increases in earnings upwards of 15–25 percent 1 transactional items or complex systems. (Exhibit 2). 1 Jochen Böringer, Alexander Dierks, Isabel Huber, and Dennis Spillecke, “Insights to impact: Creating and sustaining data-driven commercial growth,” McKinsey, January 18, 2022. Future of B2B sales: The big reframe 7