Marketing Function Excellence

By optimizing marketing effectiveness and efficiency, our marketing-excellence consulting team helps companies improve their return on investment—in some cases by as much as 100%.

The job of marketers has grown broader and more complex. Traditional skills and expertise such as creativity, brand building, and customer insight remain critical. But as data sources have multiplied, marketing-function excellence has become a balance of art and science.

New digital channels and tools are rapidly emerging, and it’s increasingly important to understand how to integrate and leverage them. In addition, the marketing operating model must adapt quickly to changing conditions. Our team of dedicated marketing experts can help you embrace the future of marketing and become a leader in today’s omnichannel marketplace.

How We Help with Marketing-Function Excellence

We empower clients to build their own marketing capabilities across all levels of their organization. Our marketing-excellence consulting teams collaborate with clients in four broad areas:

  • Measuring and Improving Marketing Performance. We work with clients on marketing measurement to define key success metrics, leverage analytics to assess results, and translate insights into impact.
  • Mastering Digital and Data-Driven Marketing. We help clients build best-in-class capabilities, discover and prioritize innovative digital opportunities, and maximize digital-marketing efficiency at the top and bottom of the funnel.
  • Getting the Best from Partners. As marketers collaborate with an increasingly large number of third-party marketing-service providers (among them agencies, data providers, analytic partners, and advertising- and marketing-technology vendors), we make sure our clients get the best rates and pricing, deliver strong outcomes, and achieve high satisfaction within marketing teams.
  • Optimizing the Marketing Organization. To deliver marketing-function excellence, companies need to align their marketing strategy with business strategy, build strong governance, develop the right capabilities (digital media, content, measurement, and so on), strengthen marketing operations, and foster a culture that encourages innovation and agility.

Our Client Work in Marketing-Function Excellence


Our Tools and Diagnostics for Marketing Excellence


Marketing Catalyst by BCG is a cloud-based, proprietary platform that allows clients to leverage data analytics to make optimal strategic and tactical marketing decisions across brands and geographies.

" "

BCG’s Digital Marketing Accelerator helps clients develop in-house capabilities from scratch to control their own destiny going forward in digital and data-driven marketing.

" "

BCG’s Center for Customer Insight leverages a combination of BCG strengths: customer behavior knowledge, deep databases of insights, extensive partnerships with market-leading digital innovators, and a unique methodology for turning insights into actionable imperatives.

Explore Our Insights on Marketing-Function Excellence

Transforming a Marketing Strategy

The one-message-fits-all approach is no longer effective. Henkel’s Eike Wobker and BCG’s Amaryllis Liampoti discuss the importance of creating differentiated marketing strategies using first-party data.

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.

" "

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.

" "

How CMOs Are Shaping Their GenAI Future

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.

" "

How Retail Media Can Top the CMO Agenda

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.

Meet Our Marketing-Excellence Consulting Experts

Subscribe to our Marketing and Sales E-Alert.