The best marketing and sales organizations orient around the customer—and rely on analytics, agile processes, and a test-and-learn culture to create more personalized experiences. BCG’s marketing and sales consultants guide the way.
RELATED SERVICES: Pricing and Revenue Management, Customer Insights
We helped lead an end-to-end marketing transformation for one of the world’s largest convenience retailers to achieve $200 million in-year growth—on a path toward more than $1 billion in annual impact. Our digital marketing consulting experts redefined marketing execution through over 100 pilots in all channels and shaped a vision for a new retail media division. And we fully integrated an agile-squad model to upskill their teams for sustained impact.
A leading global technology company, held back in their new cloud offerings by a traditional field based sales model, was falling behind digital native competitors. We helped the organization design a next-generation sales model and build a regional inside sales center in 90 days and established a true global demand center marketing team. The company expects this new capability to well over $1 billion in run-rate revenue after the first three years.
We helped a client in the retail industry realize an increase in annual revenue of $300 million by implementing one-to-one marketing—experiences based on preferences, usage, location, and context relevant to individual customers.
Pierre-Yves Calloc’h, chief digital officer at Pernod Ricard, explains how BCG and BCG X helped the wine and spirits company build and deploy digital programs that have improved P&L by optimizing brand investment, promotion calendars, and sales activities.
BCG at Dreamforce 2024
BCG, as a Dreamforce GenAI leader and a Salesforce Alliance Partner, enables clients to reshape their marketing, sales, and service functions—and stay ahead of the competition.
A key challenge in marketing and sales is navigating an ever-increasing array of choices. To help clients focus their efforts, our marketing and sales consultants are supported by unique solutions, methodologies, and expertise.
Personalized marketing, pricing, experiences offer a route to bigger revenues—and higher customer satisfaction. But getting personalization right means tying a lot of pieces together, including data, algorithms, testing, and delivery. Fabriq Personalization AI by BCG X is a set of tools and modules that helps you link all the parts, and shave months off development time.
This holistic suite of AI offerings is designed to maximize the growth potential of consumer packaged goods companies. Growth AI by BCG X supports data-driven decisions across and within standard commercial functions including pricing and promotion, marketing allocation, product and service innovation, and route-to-consumer sales to improve strategy, planning, and execution.
Deep Customer Engagement AI by BCG X enables hyper-personalized, end-to-end customer management—scaling always-on actions to increase the value of each client portfolio. By integrating artificial intelligence into every customer interaction, it takes the guesswork out of customer management and delivers real-time, AI-driven recommendations.
A company’s purpose is a crucial enabler of success. Over the past 15 years, purpose-driven organizations have grown 10% faster than the market. But purpose does more than unlock growth. BrightHouse, BCG’s global creative consultancy, helps companies define their true business purpose, embed it across the organization, and unleash its power.
Additionally, our Commercial Accelerator assesses marketing, sales, and pricing in concert to measure the true impact of an initiative and spark more effective investment. A key tool is BCG’s Return on Commercial Investment (RoCI) metric, which aggregates all commercial KPIs to help companies understand where they stand—and what to cut, keep, and prioritize.
We meet often with CEOs to discuss AI—a topic that is both captivating and rapidly changing. Drawing on our experience with over 1,000 AI programs in the past year, we are sharing a new series of playbooks designed to help CEOs and senior executives navigate their AI transformation journeys. With both predictive and generative AI at an inflection point, and even more exciting opportunities on the horizon, our focus for 2024 is turning AI’s potential into real profit.
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BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq Personalization AI by BCG X. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, "Fabriq empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI."
As touchpoints keep multiplying, updating traditional measurements is important. But companies also need smarter activation strategies with a clear return on investments.
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.
