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Marketing and Sales

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. 

Companies that win don’t just talk about customer experience—they sell and market in a way that’s both convenient and relevant to customers. Traditional approaches don’t foster this seamless simplicity. What’s needed is a new paradigm: an integrated unification of marketing and sales. We help companies develop the underlying human and technical capabilities that enable a more agile, data-driven marketing and sales organization.


How We Help Marketing and Sales Organizations

  • The reality for CMOs in today’s world is one of constant change, uncertainty, and innovation. All of this brings opportunity. We help CMOs rethink their business in a meaningful way that drives sustainable growth.
  • New digital channels and e-commerce have precipitated dramatic changes in consumer behaviors and expectations. Through a digital transformation of their marketing functions and capabilities, we help businesses anticipate consumer needs and respond better.
  • Our unmatched personalization program creates a self-reinforcing cycle of truly 1:1 customer experiences and deepening brand engagement, delivering value for both customers and the business. By reshaping the way companies operate, our marketing and sales consulting experts help enable unprecedented cross-organizational collaboration.

  • Balancing go-to-market innovations with traditional sales-force levers is key to getting digital sales right. We help clients improve the effectiveness of their marketing and sales strategy by adopting new trends in data-driven selling, digitization, and selling models.
  • Customers are rapidly shifting how they learn about—and buy—products and offerings. We help transform companies’ GTM approach by integrating the tools and data and analytics that direct sales activity into their marketing and sales strategy.
  • Centralizing operations teams from marketing, sales, and customer success has emerged as a high-impact way to accelerate revenue growth and go-to-market (GTM) operations efficiency. Our marketing and sales consultants help clients organize their GTM operations in a meaningful way.

Amway China Steps into Its Digital Future

General Manager Innovation Hub Amway China Ken Li talks about the company’s transformation and the tangible impact it has had on the business.

Our Marketing and Sales Solutions

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.


Fabriq by BCG

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 is a set of tools and modules that helps you link all the parts, and shave months off development time.


Marketing Catalyst by BCG

Data can shed light on how marketing efforts are faring—and where to turn up, or turn down, the dial. The problem is: there’s a lot of data. Marketing Catalyst integrates analytics, research, and data into an easy-to-use interface that matches marketing investments with growth opportunities. So companies get a clear, fact-based view of likely returns, enabling them to optimize their marketing mix and campaign planning.



A company’s purpose—the “why” driving what you do—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. It also energizes employees, inspires customers, and creates social impact. 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.

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BCG at the Cannes Lions International Festival of Creativity

Marketers from around the world will come together at the festival to celebrate creativity that drives progress. As an official partner of Cannes Lions, BCG will be on the ground at the 2023 festival to share fresh insights and ideas on the most critical challenges—and opportunities—facing CMOs and marketing and creative leaders today.

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Marketing and Sales