“B2B buyers surf 10 channels before making a purchase”: McKinsey bolsters customer growth tools with S4G purchase

Consultancy giant brings in strategy, design, and analytical horsepower together with rapid Salesforce CRM implementation capabilities to cater for the growing but fragmented B2B market.

B2B buyers surf 10 channels before making a purchase”: McKinsey bolsters customer growth tools with S4G purchase

McKinsey & Company has acquired Madrid-based S4G Consulting, which specialises in helping companies extend Salesforce’s customer relationship management (CRM) platform to improve customer outcomes.

B2B digital commerce is undergoing a major transformation as buyers have switched to remote and digital ways of engaging.  

What B2B buyers want 

Data from McKinsey indicates that buyers surf ten-plus channels before making a single purchase, and they want convenient, seamless, omnichannel interactions. 

Greg Kelly, senior partner and global leader of McKinsey & Company’s Growth, Marketing & Sales Practice said: “Our clients have told us they need greater support that extends through making their technology seamlessly support their growth efforts. With this acquisition, we are doing just that by bringing together world-class Salesforce experts, industry-leading technology, accelerators, and analytics to enable our clients to capture customer value and growth using real-time information.”

The aquisition is designed to help McKinsey clients meet demand at every stage of their customers' life cycle, including analytics-led sales acceleration, omnichannel and e-commerce transformation, and sales productivity enhancements.

“Accelerate growth at speed and scale”

“McKinsey is the world’s leading impact partner for businesses looking to consistently delight customers and accelerate growth,” said Javier Heitz, CEO and founder of S4G. “They are distinctive in developing multi-year transformation strategies fused with design, analytics, and implementation capabilities, as well as accelerating commercial performance. We are proud to be joining McKinsey to help clients shape the future of sales and marketing through rapid growth transformation strategies.”

“The acquisition of S4G is the latest example of McKinsey’s renewed focus on deepening our capabilities through active M&A to accelerate and scale impact for our clients,” said Peter Dahlstrom, senior partner and global leader of McKinsey’s Alliances and Acquisitions. “S4G will enable us to expand our tech-enabled offerings to help organisations deploy and scale end-to-end growth transformations and further deepen our collaboration with Salesforce as part of McKinsey’s open ecosystem of trusted collaborators.”