We’ve helped clients drive revenue increases and cut marketing costs by optimizing their marketing-function excellence. Learn more about the impact of our work with Diageo, L’Oréal, and Starbucks.
How We Help with Marketing-Function Excellence
We empower clients to build their own marketing capabilities across all levels of their organization. Our marketing-excellence consulting teams collaborate with clients in four broad areas:
- Improving Marketing Measurement and Performance.. We work with clients on marketing measurement to define key success metrics, leverage analytics to assess results, and translate insights into impact.
- Mastering Digital and Data-Driven Marketing. We help clients build best-in-class capabilities, discover and prioritize innovative digital opportunities, and maximize digital-marketing efficiency at the top and bottom of the funnel.
- Getting the Best from Partners. As marketers collaborate with an increasingly large number of third-party marketing-service providers (among them agencies, data providers, analytic partners, and advertising- and marketing-technology vendors), we make sure our clients get the best rates and pricing, deliver strong outcomes, and achieve high satisfaction within marketing teams.
- Optimizing the Marketing Organization. To deliver marketing-function excellence, companies need to align their marketing strategy with business strategy, build strong governance, develop the right capabilities (digital media, content, measurement, and so on), strengthen marketing operations, and foster a culture that encourages innovation and agility.
Our Client Work in Marketing-Function Excellence
Video
July 14, 2020
How BCG’s Data-Driven Marketing Approach is Driving Growth for Leading Marketers
Our Tools and Diagnostics for Marketing Excellence
Tool
Tool
BCG's Digital Marketing Accelerator
BCG’s Digital Marketing Accelerator helps clients develop in-house capabilities from scratch to control their own destiny going forward in digital and data-driven marketing.
BCG's Digital Marketing Accelerator
Our Center of Excellence
Capability
Our Center leverages a combination of BCG strengths: customer behavior knowledge, deep databases of insights, extensive partnerships with market-leading digital innovators, and a unique methodology for turning insights into actionable imperatives.
Explore Our Insights on Marketing-Function Excellence
Slideshow
June 4, 2025
To reap the rewards of AI and other new technologies, marketing measurement efforts must be grounded in sound fundamentals and people processes.
Video
July 1, 2024
Transforming a Marketing Strategy
The one-message-fits-all approach is no longer effective. Henkel’s Eike Wobker and BCG’s Amaryllis Liampoti discuss the importance of creating differentiated marketing strategies using first-party data.
Video
July 1, 2024
The Efficiency and Effectiveness of the AI-Enabled Marketer
The most critical thing, says Reckitt’s Elaine Rodrigo, is the human in the loop, to train and use the model.
Article
January 23, 2025
The sales and marketing approach that worked well for CPG companies in the past is proving ineffective today. Four principles can help companies adopt a new integrated model.
Article
January 17, 2025
Marketers must plan their media buys based on what truly drives influence, and they must lean into AI to power execution.
Article
December 13, 2024
Here’s how to cut through the noise to create a marketer-AI flywheel—a self-reinforcing loop that will revolutionize your marketing and supercharge ROI.
Meet Our Marketing-Excellence Consulting Experts
Our marketing-excellence consulting team helps clients strengthen their marketing measurement, capabilities, and organization to identify efficiencies and improve performance. Here are some of our experts on the topic.
