Our Latest Thinking on Marketing and Sales

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.

Featured Insights

Sales and Channels


Transforming B2B Sales

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.

Highlights from Cannes Lions 2024

Supercharging the C-Suite for Growth

The Marketing Society’s Sophie Devonshire and System1’s Jon Evans cite excellent listening and storytelling skills, as well as long-term thinking, among the critical CMO skills.

The Efficiency and Effectiveness of the AI-Enabled Marketer

The most critical thing, says Reckitt’s Elaine Rodrigo, is the human in the loop, to train and use the model.

AI Transforms Creative Production in Marketing

Amaryllis Liampoti of BCG X and Zalando Marketing Service’s Dinesh Deva explore AI’s role in transforming creative production and personalized ad experiences.

Content Creation Is Key to Marketing Success

Companies should prioritize content creation to build trust and engage audiences before launching products, says BCG’s Neal Zuckerman.

B2B Marketing

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Resilient Pricing for an Uncertain World

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.

Tech Is Cooling Off. B2B SaaS Is Not. | Hero

Tech Is Cooling Off. B2B SaaS Is Not.

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.

Digital Marketing and Privacy

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What’s Next in Video Advertising?

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.

Capturing Mind Share with Precision Branding | Hero

Capturing Mind Share with Precision Branding

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.

Marketing Organization

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Making Agile Work in Marketing

Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.

Better Measurement, Better Biopharma Marketing Hero

Better Measurement, Better Biopharma Marketing

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.

Consumer Insights


Filling the Empty Chair: Future of Consumer Intelligence Series

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.

Exclusive Download

The Future Is Mainstream Green: Introducing a New Growth Strategy

This is a guide for chief marketing officers to take green beyond niche and into the mainstream. Mainstream Green is about driving sustainable choices by all consumers, not just those who are moved by sustainable claims. To reach our collective climate ambitions, we need massive consumer change—a widespread embrace of new products, new services, new marketing, and new behaviors.

CMOs are well positioned to drive customer-centric change because they understand consumers’ concerns and aspirations and have a platform within companies to make change happen. By following this guide, CMOs can take practical steps toward helping us get to Mainstream Green.

Customer Centricity

What Will AI Do for Customer Experience?

What Will AI Do for Customer Experience?

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.



What’s Possible? GenAI and Customer Service

Matthew Kropp looks at the way customer interactions with brands will be transformed by a new breed of conversational chatbots—offering no wait times, 24/7 access, 100% recall of support information, and cost savings up to 80 percent.


Smarter Retailer Promotions for a Saturated Market

Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.

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