Sales and Channels

Better Measurement, Better Biopharma Marketing

More patient and customer touch points and varied purchase pathways are rendering traditional marketing and sales measurement obsolete. Companies need a new, multipronged strategy to generate returns.

Social Commerce Is Remaking Online Shopping

If done right, this increasingly popular offshoot of e-commerce can benefit consumers, tech platforms, and brands. Here are four social-commerce archetypes companies can follow.

Steering Clear of Seven B2B E-Commerce Pitfalls

After a year of scrambling to transition to online sales, many companies still aren’t managing an effective approach. Here’s what’s tripping them up.

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.

CMOs Must Act Now—and Plan for Later

Resilience requires CMOs to be nimble—investing in capabilities that can help their companies win now and those that will create competitive advantage over the next three to five years.

B2B Marketing

Why B2B Brand Marketing Matters

CMOs know that brand marketing can be as effective for B2B companies as for consumer companies. Now, new data can help them convince the rest of the C-suite.

Digital Marketing and Privacy

BCG Executive Perspectives: The Future of Sales and Marketing Is Here

Thanks in no small part to the pandemic, people are today spending more time—and more money—online than ever before. And we’re expecting the quality of our experiences to grow alongside our engagement. The future of sales and marketing requires bold new approaches and refreshed strategies.

The Keys to Scaling Digital Value

Improving digital proficiency requires the right enablers.

Consumers Want Privacy. Marketers Can Deliver.

With a privacy-first approach to data-driven marketing, companies can build trust with consumers and create lasting value, new research from BCG and Google shows.

The Fast Track to Digital Marketing Maturity

Four accelerators enable more advanced companies to outperform.

Delivering on the Promise of First-Party Data

Top brands use a clear strategy, robust measurement tools, and strong in-house tech capabilities to improve the customer experience and boost business results.

Marketing Organization

The CMO’s Role in Growth and Collaboration

In times of uncertainty, CMOs can contribute to growth—and to staying a step ahead of competitors—through effective collaboration and communication with the C-suite and internal and external stakeholders.

The Human-Tech Equation for Improving Marketing ROI

The floor has fallen out from under marketers. They need a bold new approach to measuring the impact of their efforts—and determining where to spend their organizations' dollars.

How Nimble CMOs Invest Their Marketing Budgets

Companies should treat their media buys as investments rather than expenses in order to maximize returns in a post-COVID world.

Inflation

Explore BCG’s insights on how to navigate today’s inflationary environment while building competitive advantage for tomorrow.

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Consumer Insights

Navigating a Diverse World of Consumer Mindsets and Choice

Global clusters of like-minded consumers are surprisingly rare. And even among countries with similar consumer attitudes, needs can differ sharply by product category.

The Consumer Sentiment Series

The late summer rise of the Delta variant in the US has reduced optimism, but participation in various activities has actually increased since May.

The Surprising Resilience of Emerging-Market Consumers

Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.

Customer Centricity

Transform Customer Journeys at Scale—and Transform Your Business

Reconfiguring the company around journeys does more than improve the customer experience. It advances digital transformation and strengthens the capacity for ongoing change.

Personalization

Delivering on the Promise of Personalization in Health Care

Payers and providers have the data and tech capabilities to tailor the consumer experience at scale and transform medical outcomes and business performance.

AI Has Launched a $200 Billion Revolution in Content Personalization

Companies looking to make a step change in customer and consumer engagement should investigate this powerful new technology now.

The $70 Billion Prize in Personalized Offers

There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.