Digital transformation services marketing strategy fails most firms not because they lack capability, but because they market the transformation instead of the outcome. Buyers at the executive level are not shopping for methodology. They are trying to solve a specific, expensive, often politically charged problem inside their organisation, and the firms that win are the…
Omnichannel marketing is the practice of coordinating multiple channels , paid, organic, email, retail, digital, physical , so that a customer experiences one coherent brand regardless of where they encounter it. The goal is not to be everywhere. The goal is to make sure that wherever someone shows up, the experience makes sense and the…
Omnichannel retail marketing is the practice of connecting every customer touchpoint, in-store, online, mobile, email, social, into a single coherent experience where each channel reinforces the others. The goal is simple: customers should feel like they’re dealing with one brand, not a collection of disconnected departments. In practice, most retailers are nowhere near that. The…
Media M&A collaboration capture is the process of realising the commercial and operational benefits that justified an acquisition in the first place, typically spanning shared infrastructure, audience data, cross-selling inventory, and unified go-to-market execution. Most deals are announced with a collaboration number attached. Most of those numbers are never fully realised. The gap between projected…
AI strategy development is the process of deciding, at an organisational level, which AI capabilities you will build, buy, or ignore, and why. It is not a technology project. It is a business decision with a technology dimension, and the two are easy to confuse when vendors are doing the talking. Most marketing teams are…
Go-to-market optimisation is the process of systematically improving how a product reaches its target buyers, from positioning and pricing through to channel selection and launch execution. Most teams treat it as a one-time event. The ones that win treat it as an ongoing discipline. The difference between a GTM strategy that works and one that…
Capital allocation strategy in marketing is the discipline of deciding where to deploy budget for the highest commercial return, not just the highest reported return. Most companies do it badly, not because they lack data, but because they optimise for what is measurable rather than what is valuable. The result is predictable: money pools at…
Digital strategy in a crisis is not a separate playbook you dust off when things go wrong. It is the same strategy, tested under conditions that expose every assumption you made when things were going well. The businesses that come out of a crisis in better shape than they went in are almost always the…
The McKinsey Black Leadership Academy is a professional development program designed to accelerate the careers of Black professionals across industries, offering structured learning, mentorship, and access to McKinsey’s networks and frameworks. It sits within McKinsey’s broader commitment to Black economic mobility and addresses a gap that many organisations talk about but few invest in seriously….
Customer segmentation in 2024 looks materially different from the demographic-first models most teams are still running. The shift is away from who customers are on paper toward how they behave, what they value, and where they sit in a predictive model built on first-party data. If your segments still start with age, gender, and household…
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