The best marketing and sales organizations are centered around the customer—and rely on analytics, agile processes, and a test-and-learn culture to create more personalized experiences. For many companies, this requires transformation. BCG guides the way.
Companies that win don’t just talk about customer experience. They prioritize it, spotlight it, and transform it. They make things easy: selling and marketing in a way that’s both convenient and relevant to customers.
Traditional approaches don’t foster this seamless simplicity—or the growth it sparks. What’s needed is a new paradigm: an integrated unification of marketing and sales. One that leverages a deep understanding of customers, cultivates experimentation, personalizes experiences, and both learns and moves fast.
We help companies develop the underlying human and technical capabilities—along with the right processes, roles, and culture—that enable a more agile, data-driven marketing and sales organization. The most successful companies don’t throw the switch on a solution. They build on a foundation for growth. A foundation we help create.
CMO Agenda. The reality for CMOs in today’s world is one of constant change, uncertainty, and innovation. All of this brings opportunity. We help CMOs rethink their business in a meaningful way that drives sustainable growth.
Digital Sales. Balancing go-to-market innovations with traditional sales-force levers is key to getting digital sales right. We help clients improve the effectiveness of their marketing and sales strategy by adopting new trends in data-driven selling, digitization, and selling models.
Customer Insights. To create value propositions and experiences that resonate with customers, companies must understand them, and turn that insight into competitive advantage. We help clients prioritize the data that matters most, so they can identify customer pain points, optimize pricing and promotion strategies, and more.
E-Commerce. Now more than ever, customers are living, playing, working, shopping, and buying online. We bring together marketing and sales strategy, design and architecture, data and personalization, and execution to deliver excellence—and value—in e-commerce.
Digital Marketing. New digital channels have precipitated dramatic changes in consumer behaviors and expectations. Through a digital transformation of their marketing functions, we help businesses anticipate consumer needs and respond better.
Sales Channel Strategy. Customers are rapidly shifting how they learn about—and buy—products and offerings. We help transform companies’ GTM approach by integrating the tools and data and analytics that direct sales activity into their marketing and sales strategy.
Personalization. Our unmatched personalization program creates a self-reinforcing cycle of truly 1:1 customer experiences and deepening brand engagement, delivering value for both customers and the business. By reshaping the way companies operate, our marketing and sales consulting experts help enable unprecedented cross-organizational collaboration.
Pricing and Revenue Management. Pricing is a potent lever for maximizing revenues. But pricing unleashes its full power only when companies take it to the next level. BCG experts help clients build a robust internal pricing organization—a core part of our work—because pricing needs to be a core part of yours.
Marketing Function Excellence. Marketing organizations are expected to respond quickly to changing conditions, and the job of marketers has grown more complex. We help organizations invest in marketing functions with a mindset of rapid, continuous improvement to stay ahead of the competition.
Revenue Operations. Centralizing operations teams from marketing, sales, and customer success has emerged as a high-impact way to accelerate revenue growth and go-to-market (GTM) operations efficiency. Our marketing and sales consultants help clients organize their GTM operations in a meaningful way.
A key challenge in marketing and sales is navigating an ever-increasing array of choices. To help clients focus their efforts, our marketing and sales consultants are supported by unique solutions, methodologies, and expertise.
Personalized marketing, pricing, experiences offer a route to bigger revenues—and higher customer satisfaction. But getting personalization right means tying a lot of pieces together, including data, algorithms, testing, and delivery. Fabriq is a set of tools and modules that helps you link all the parts, and shave months off development time.
Learn moreMost companies view marketing, sales, and pricing as self-contained functions. But the silo perspective understates the interplay among these functions, making it hard to measure the true impact of an initiative. Our Commercial Accelerator team assesses all three functions in concert to spark more effective investment. A key tool is BCG’s Return on Commercial Investment (RoCI) metric, which aggregates all commercial KPIs to help companies understand where they stand—and what to cut, keep, and prioritize.
Data can shed light on how marketing efforts are faring—and where to turn up, or turn down, the dial. The problem is: there’s a lot of data. Marketing Catalyst integrates analytics, research, and data into an easy-to-use interface that matches marketing investments with growth opportunities. So companies get a clear, fact-based view of likely returns, enabling them to optimize their marketing mix and campaign planning.
Learn moreA company’s purpose—the “why” driving what you do—is a crucial enabler of success. Over the past 15 years, purpose-driven organizations have grown 10% faster than the market. But purpose does more than unlock growth. It also energizes employees, inspires customers, and creates social impact. BrightHouse, BCG’s global creative consultancy, helps companies define their true business purpose, embed it across the organization, and unleash its power.
Retailers and service providers should rethink where and how they deploy their sales agents in light of data that shows current approaches aren’t delivering the experiences consumers want.
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.