As personalized customer experiences become the norm, marketing and sales functions face critical challenges and opportunities. Explore BCG’s latest thought leadership on marketing and sales to learn what the future of digital marketing means for your business.
B2B companies—especially ones in mature industries—can improve their financial and commercial performance when they incorporate the right price-based metrics into their sales incentive programs.
To capture the business value of predictive AI and generative AI, companies need to change the way they interact with customers. Salesforce’s Jean-Marie Pierron and BCG’s Adolfo Magan discuss a framework that can help telcos reshape B2B sales.
Three common misconceptions are holding B2B sales organizations back from using advanced analytics and driving much-needed revenue and productivity growth.
BCG’s Jean-Manuel Izaret reframes inflation as a strategic challenge rather than a numerical one—and discusses how pricing games can help business leaders respond decisively.
The most critical thing, says Reckitt’s Elaine Rodrigo, is the human in the loop, to train and use the model.
Amaryllis Liampoti of BCG X and Zalando Marketing Service’s Dinesh Deva explore AI’s role in transforming creative production and personalized ad experiences.
Companies should prioritize content creation to build trust and engage audiences before launching products, says BCG’s Neal Zuckerman.
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
The longer the threats of inflation, recession, and disruption persist, the more B2B companies will need to use a wider range of pricing options to maintain strong financial performance.
The B2B software-as-a-service model segment is growing about ten times faster than any other. Here’s a playbook to continue the growth trajectory.
Rising customer expectations mean software companies are increasingly “verticalizing” their products, marketing, sales, and ecosystems—adapting them to distinct industry needs and use cases.
It’s time to look at pricing decisions in a new light. Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society not only exposes the flaws in current pricing models, it also explains how the right pricing strategy can change the trajectory of your business, your industry, and in many cases, society as well.
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BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes.
Marketers who measure mindshare can grow brand value more effectively than with traditional approaches.
Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.
Subscription media companies need margin-based marketing approaches that let them reach high-value audiences cost effectively. Precision analytics and AI can help.
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
By operating their e-commerce unit like a digital startup business, traditional retailers can experiment freely, reward risk-taking, scale successes quickly – and unlock higher growth.
Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.
More patient and customer touch points and varied purchase pathways are rendering traditional marketing and sales measurement obsolete. Companies need a new, multipronged strategy to generate returns.
A global survey finds that business leaders expect AI—both predictive and generative—to be a game changer in helping companies address critical consumer intelligence issues.
The consumer intelligence available to organizations has grown exponentially in recent years, yet many have struggled to translate that into improved outcomes. Here’s how leaders are leveraging AI and GenAI to better harness that data and generate insights.
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
It is not. You just need to know where to look for it—where to find resilient consumers who are confident about spending and saving.
Companies have a major opportunity to move from providing clean energy solutions that customers think they should buy to creating compelling products and services that customers will want to buy.
Companies should not delay their cookie-less future preparation. Moving to first-party data can provide companies with better information and richer customer relationships, as leaders demonstrate.
DEEP AI by BCG X brings transformative relief to customer service headaches—for customers and businesses alike. Learn more on WIRED.
A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.
BCG on Marketing, Sales, and Pricing
Customer expectations are rising—are you ready to meet them? Explore our latest insights and thought leadership.
According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
Retail Media 3.0 will unlock the channel’s potential as a powerful, strategic marketing tool. But to get there, players must leverage partnerships and insights.
Companies need to use GenAI as an instrument, not a hammer, and focus on three initiatives that can deliver the most impact.
