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
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 is a set of tools and modules that helps you link all the parts, and shave months off development time.
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.
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.
Retailers and service providers should rethink where and how they deploy their sales agents in light of data that shows current approaches aren’t delivering the experiences consumers want.
The floor has fallen out from under marketers. They need a bold new approach to measuring the impact of their efforts—and determining where to spend their organizations' dollars.