Overview of McKinsey & Company research: The economics of B2B growth. What it takes to thrive and how events contribute.

The McKinsey research on B2B growth is a strong validation of something top performing field marketers have known for years: events are not being replaced by digital, they are becoming more important than ever as part of an integrated revenue engine. Key Takeaways from the Study 1. The New B2B Growth Formula According to McKinsey, […]