マーケティング・セールス　最近の論考

マーケティング・セールス機能は、パーソナライズされた顧客体験が当然とされるようになるなかで、大きな課題と機会に直面しています。デジタル・マーケティングの進化が自社の事業にとってどんな意味があるかを考えるうえでBCGの論考がお役に立てば幸いです。

DIGITAL MARKETING

PERSONALIZATION

B2B MARKETING

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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.

BCG経営コンセプト構造改革編第6章トランスフォーメーション――企業の将来を変えるための再起動

BCGの研究によれば、トランスフォーメーションを行った企業は、「短期的回復の後、長期的停滞に陥る」ケースと、「短期的回復の後、長期的な成長局面に移行する」ケースに分かれます。後者の軌道をとった企業は、筋肉質な組織へと変身する構造改革フェーズに続き、再成長フェーズでビジネスモデルや組織、企業風土など企業活動全般にわたる抜本的改革をたたみかけるように行っています。BCGの数多くの経験を基に、こうした長期的視点でさまざまな取り組みを継続する複雑なトランスフォーメーションを成功させるためのヒントを提示します。

マーケティングの未来を創るのは今

テクノロジーの進化と消費者の期待の上昇を背景に、マーケティングは急速に変化しています。CMOやマーケティング部門はどうしたら遅れをとらずついていけるのでしょうか？

デジタルマーケティング成熟度の向上

デジタルマーケティングが多くの企業の注目を集めていますが、デジタルマーケティングに習熟し、あらゆるチャネルにわたりダイナミックに実践できている企業はごくわずかです。グーグルとBCGの共同研究の結果を基に、デジタルマーケティング成熟度向上を促進する6つのイネイブラーと、成熟度向上のための変革の道筋について概説します。

思考する営業: BCG流営業戦略

これまでの成功法則が通用しない時代に、どうしたら疲弊する営業現場を再生し、営業の生産性を飛躍的かつ持続的に高めることができるだろうか。このような課題の解決に有効な手法が「営業TQM」です。

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.

Read More About the Power of Personalization

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.

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

B2C企業にとっての、デジタルGo-to-Marketトランスフォーメーション

B2B企業にとっての、デジタルGo-to-Marketトランスフォーメーション

More Thought Leadership on Marketing & Sales

Featured Content

2020年代の勝利をめざして

The 2019 Sustainable Economic Development Assessment

Why Agile Works

マーケティング・セールス 最近の論考

Featured Insights

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

To Boost Impact, Tailor Touchpoints to Customer Needs

Capturing the Offline Impact of Online Marketing in B2B

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

The Digital Marketing Revolution

Mastering the Art of Personalization

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

B2C企業にとっての、デジタルGo-to-Marketトランスフォーメーション

B2B企業にとっての、デジタルGo-to-Marketトランスフォーメーション

More Thought Leadership on Marketing & Sales

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マーケティング・セールス　最近の論考