BCG's Basir Mustaghni explains how marketing organizations are disrupted by the arrival of new digital channels.

Basir joined the Frankfurt office of The Boston Consulting Group in April 2007. He is a member of BCG's Marketing, Sales & Pricing (MSP) practice.

Within the MSP practice, Basir focuses on digital go-to-market with deep experience in omni-channel, eCommerce, eEnabled Sales, next-generation sales, digital marketing, and digital transformation. Basir serves international clients across various industries, with a focus on consumer goods, industrial goods, health care, and TMT.

Prior to joining BCG, Basir worked for IBM and in the startup space in the Silicon Valley.

AREAS OF EXPERTISE

EDUCATION

  • Basir has studied Computer Science and Business Administration at the University of Technology in Darmstadt, Germany as well as at the Harvard Business School
  • Basir holds a PhD in finance from the University of Technology in Dortmund, Germany

Publications and Videos

There's No Going Back to the Old B2B Sales Model. That’s a Good Thing.

There’s No Going Back to the Old B2B Sales Model. That’s a Good Thing.

The era of the “road warrior” sales rep is over. Companies can sell far more efficiently through a hybrid of in-person and digital interactions with customers.
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The Rise of the Next Generation of Medtech “Milkmen”

A next-generation commercial model is needed fast. Those who adopt it quickly will be rewarded handsomely.
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Building Bionic Capabilities for B2B Marketing

Advanced digital and data competencies—combined with human interaction and engagement—are indispensable to creating and scaling the high-quality B2B buying experiences that customers expect.
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Revving Up Go-to-Market Operations in B2B

RevOps is a high-impact way to accelerate growth and efficiency through tighter alignment of your marketing, sales, and customer success functions.
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Moving Beyond ABM to Account-Based Engagement

To win in B2B markets, companies must expand the scope of account-based marketing to cover hundreds, even thousands, of target customers. The challenge with that kind of ABE is getting marketing, sales, and service to work together. Here’s how ABE leaders are succeeding.
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Leading Sales Through the COVID-19 Crisis

Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
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Return on Commercial Investment

RoCI, the aggregate of all commercial KPIs, tells the whole story.
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Building a Better B2B Demand Center

Centralizing demand generation and lead management is a good strategy, but don’t underestimate its potential to transform your go-to-market approach and support capabilities.
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Building an Integrated Marketing and Sales Engine for B2B

B2B companies need to transform the way they engage customers, use data and technology, structure their organizations, and acquire new skills.
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Bringing Your Digital B2B Sales Up to Speed

Digital B2B sales champions excel in seven specific areas, offering a useful guide for other companies looking to redesign their own B2B sales initiatives.
Deep Expertise, Broad Experience