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.

DIGITAL MARKETING

PERSONALIZATION

B2B MARKETING

SALES & CHANNELS

MARKETING ORGANIZATION

CUSTOMER INSIGHTS & GROWTH

GOING TO MARKET IN EMERGING ECONOMIES

Featured Insights

Marketing Measurement Done Right

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The Future of Marketing Is Here. Don’t Blink.

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To Boost Impact, Tailor Touchpoints to Customer Needs

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Capturing the Offline Impact of Online Marketing in B2B

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Digital Marketing

The Dividends of Digital Marketing Maturity

Advertisers that raise their digital game report cost savings of up to 30% and revenue increases of as much as 20%.

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.

A Game-Changing Platform for Marketing Decision Making

Catalyst is a platform designed to help marketers allocate their budget over 50 or more brands in 100 countries. Learn how it fills a void in the marketer’s toolkit, and how it can help your company take its ROI to the next level.

Personalization

The Next Level of Personalization in Retail

Customers expect a personalized shopping experience. All retailers—even leaders—must advance their capabilities to deliver it.

Building Blocks of Personalization - Marketing & Sales

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.

What Does Personalization in Banking Really Mean?

Tech-savvy companies know the answer, but they don’t hold all the cards. Banks should act now to create a win-win scenario for themselves and their customers.

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.

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B2B Marketing

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.

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.

Mobile Marketing and the New B2B Buyer

B2B mobile leaders are already building stronger, deeper, and more lasting customer relationships that will make it difficult for laggards to regain lost ground.

How Digital Leaders Are Transforming B2B Marketing

B2B marketing leaders are not only rapidly following as their customers move online, but also dramatically transforming their marketing functions into digital- and data-driven machines.

Sales & Channels

CRM: The Key to Unlocking Sales Productivity

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%.

Your Indirect Sales Need Your Direct Attention

Distributors and resellers drive most technology sales. But the channel is undergoing unprecedented shifts. By mastering five rules, tech manufacturers can keep the revenue coming.

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.

Marketing Organization

The Three Strategies Shared by the World’s Top CMOs

These three strategies can help CMOs reach the front of the pack and overcome the obstacles facing their marketing functions.

How Agile Marketing Organizations Get That Way

Marketers that successfully implement agile do so as a form of transformation—cultural as well as organizational.

Is It Time to Bring More of Your Marketing In-House?

Companies that have the demand, capacity, competencies—and the ability to snare the right talent—may be candidates to make the shift.

Customer Insights & Growth

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.

How Big Consumer Companies Can Fight Back

Despite the declining advantages of scale, global giants can compete against their smaller, nimbler rivals. But they need a new playbook.

Going to Market in Emerging Economies

The Rise of Programmatic Guaranteed Advertising in Asia-Pacific

The penetration of this automated process in Asia-Pacific digital advertising markets will almost double by 2020. Growth rates in several markets could easily accelerate.

Understanding the Evolving Cuban Consumer

A comprehensive BCG survey looks at the purchasing power, brand preferences, and shopping patterns of Cuba’s consumers and foresees a market that will become increasingly attractive.