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.
Although the numbers of new cases in different countries—and in different states within the US—vary widely, consumers show striking similarity in their views of the pandemic and their plans for future activities.
How a Lighthouse capability can help companies navigate the uncertainty.
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.
CPG firms need to change the way they price—now and after the COVID-19 pandemic subsides.
Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
Five pricing principles for weathering an economic disruption.
COVID-19 and the New Leadership Agenda
The COVID-19 outbreak underscores the need to be resilient in the face of transformative global risk.
How can CMOs and their companies keep up?
Advertisers that raise their digital game report cost savings of up to 30% and revenue increases of as much as 20%.
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.
Classic marketing techniques have no place in the digital age. It’s time to accelerate organizational change.
Customers expect a personalized shopping experience. All retailers—even leaders—must advance their capabilities to deliver it.
Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.
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.
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.
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.
Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
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.
B2B companies need to transform the way they engage customers, use data and technology, structure their organizations, and acquire new skills.
B2B marketers win when they use offline and online as mutually reinforcing channels. But to do so, they’ll need new techniques and a new way of thinking.
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%.
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.
Digital B2B sales champions excel in seven specific areas, offering a useful guide for other companies looking to redesign their own B2B sales initiatives.
Even in the wake of COVID-19, rising expectations, increasing complexity, and fast-paced change are continuing to transform marketing.
Marketers need partners more than ever. But successful partnerships take work.
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.
Marketers that successfully implement agile do so as a form of transformation—cultural as well as organizational.
Reconfiguring the company around journeys does more than improve the customer experience. It advances digital transformation and strengthens the capacity for ongoing change.
Despite the declining advantages of scale, global giants can compete against their smaller, nimbler rivals. But they need a new playbook.
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.
