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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 strategy. We help companies develop the underlying human and technical capabilities that enable a more agile, data-driven marketing and sales function.


How We Help Marketing and Sales Functions

  • 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.

Distilling Lessons in Digital Sales and Marketing

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 the Cannes Lions International Festival of Creativity

BCG invites you to meet us at the Cannes June 17 to 21 as our experts examine the intricacies of crafting genuine connections in today's GenAI-driven world.

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.


Growth AI by BCG

This holistic suite of AI offerings is designed to maximize the growth potential of consumer packaged goods companies. It 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 AI 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.

Our Awards and Recognition for Personalization Consulting

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2024 SIIA CODiE Award: Best Marketing Solution - Fabriq by BCG

BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq by BCG. 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."

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