Our Latest Thinking on Marketing & Sales

As personalized customer experiences become the norm, marketing and sales functions face critical challenges and opportunities. Explore BCG’s latest thought leadership on marketing and sales to learn what the future of digital marketing means for your business.

Featured Insights

COVID-19

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How to Avoid the Auto Industry’s Looming Price War

OEMs need to take immediate steps to look after their employees, manage their manufacturing, and stabilize their supply chains. But most important is to reestablish their market positions without slashing prices and sacrificing margins.

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COVID-19 and the New Leadership Agenda

The COVID-19 outbreak underscores the need to be resilient in the face of transformative global risk.

Digital Marketing

How BCG’s Data-Driven Marketing Approach is Driving Growth for Leading Marketers

By taking a data-driven approach, smart marketers can achieve a whole new level of growth, increasing revenue by 10% or more. BCG helps leading marketers to grow by deploying the right data and cutting-edge tools. Notable success stories include Diageo, L’Oreal, and Starbucks. Learn what success looks like for them—and what it might mean for you.

The Digital Marketing Revolution

Classic marketing techniques have no place in the digital age. It’s time to accelerate organizational change.

Personalization

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The Building Blocks of Personalization

Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.

Mastering the Art of Personalization

Personalization is more than a perk—it’s an imperative. Done right, personalization can increase growth rates by 6% to 10%. To achieve these results, brands must orchestrate conversations at an individual level with each customer, in the right channel and at the right time.

Profiting from Personalization

Brands that create personalized experiences for customers are already seeing rapid revenue increases. The 15% of companies that really get personalization right will capture a disproportionate share of future profits.

B2B Marketing

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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.

Sales & Channels

How to Price—and Sell—in a Pandemic

How to Price—and Sell—in a Pandemic

Revenues are down and will likely remain so for the rest of the year. But don’t panic. With a systematic day-to-day tactical response, companies can survive the crisis and thrive in the rebound.

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Taming the CRM Beast to Boost Sales

Don’t get stuck on the CRM treadmill. By enforcing BCG’s CRM usage methodology, companies are seeing increases in sales productivity by as much as 17%.

Marketing Organization

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Marketing Measurement Done Right

Marketers able to accurately track what’s working can expect to see a 20% to 40% improvement in spending efficiency and as much as a 10% increase in effectiveness.

Customer Centricity

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Measuring the ROI of Customer Insight

Most consumer companies spend big bucks to learn about their customers, but they don’t understand the return on that investment. Take four actions to fix the problem.

The Digital Go-to-Market Transformation in B2B and B2C Companies

B2Cs and the Digital Go-to-Market Transformation

B2Cs and the Digital Go-to-Market Transformation

B2Cs and the Digital Go-to-Market Transformation

B2Bs and the Digital Go-to-Market Transformation

B2Bs and the Digital Go-to-Market Transformation

More Thought Leadership on Marketing & Sales

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Consumer and investor pressure is not going away. Companies must double down on sustainability as they emerge from the COVID-19 crisis.

Innovation versus privacy leads the list of challenges as cities seek to boost intelligence and insight.

As the pandemic accelerates the US retail apocalypse, how should retailers reimagine their path to profitable growth?

The company couldn’t count on technology alone to remain Germany’s mobile leader, so it adopted new ways of working for customer engagement—with winning results.

Leaders share their insights on navigating through the crisis.

People support their companies’ efforts to work in new ways, but many feel the transition could happen even faster.

To address flaws exposed by the pandemic, companies should accelerate efforts to revamp their worldwide manufacturing and sourcing networks—even if that means extra cost.

The next several years will be a critical window for forging relationships, shaping regulations, and locking in business.

What do leaders really need to do—what really needs to change—as they transform their companies to become bionic in the post-COVID world?

The collapse in commercial air travel will have far-reaching consequences for suppliers. To avoid long-term damage, OEMs and government must take steps to support the industry.

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