Historically, companies have decided which markets to focus on and have allocated sales resources based on looking at past results and using gut instincts. But today, “big data” and deep analytical capabilities give sales and marketing leaders a better way to make decisions. Managers now have the ability to use data to precisely identify lucrative micromarkets and better align sales resources to maximize opportunities. Companies that use analytics to pursue a micromarket strategy are dramatically increasing sales without spending more.
In this HBR webinar, McKinsey partners Manish Goyal and Homayoun Hatami describe how to use data to drive sales — without increasing costs.
View webinar: A conversation with Manish Goyal and Homayoun Hatami.