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Many organizations assume that they don't have enough data to use AI in sales, or that they should focus on the basics first—but this is a myth. Our approach harnesses the data organizations have available, coupled with a collection of relevant use cases, to unlock AI and data-driven sales.

Basir joined the Frankfurt office of The Boston Consulting Group in April 2007. He is a member of BCG's Marketing, Sales & Pricing (MSP) practice.

Within the MSP practice, Basir focuses on digital go-to-market with deep experience in omni-channel, eCommerce, eEnabled Sales, next-generation sales, digital marketing, and digital transformation. Basir serves international clients across various industries, with a focus on consumer goods, industrial goods, health care, and TMT.

Prior to joining BCG, Basir worked for IBM and in the startup space in the Silicon Valley.

AREAS OF EXPERTISE

EDUCATION

  • Basir has studied Computer Science and Business Administration at the University of Technology in Darmstadt, Germany as well as at the Harvard Business School
  • Basir holds a PhD in finance from the University of Technology in Dortmund, Germany

Publications and Videos

In Health Care, Maximizing AI Is About Managing Change

Health care companies can unlock AI's potential and drive sales growth by prioritizing change management—not just technology—says BCG’s Basir Mustaghni.

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Creating More Value with Your Integrated Sales Tech Stack

Firms derive stronger returns from CRM investments when they view the tools as a business transformation, not solely a technology implementation.
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How Machinery and Automation Companies Can Lead in Commercial Excellence

Commercial excellence is a critical yet undermanaged lever for value creation and financial performance in the machinery and automation sector.
What If B2B Companies Trusted Their Sales Intelligence | Hero

What If B2B Companies Trusted Their Sales Intelligence?

Three common misconceptions are holding B2B sales organizations back from using advanced analytics and driving much-needed revenue and productivity growth.
GenAI and the Path to Profit in B2B Sales

GenAI and the Path to Profit in B2B Sales

By empowering sales teams to sell more effectively, GenAI can enable organizations to reach more customers faster and better. To smooth the way, BCG has devised an approach structured in three horizons.
Empowering the Marketing Function in B2B Sales|Hero|Rectangle

Empowering the Marketing Function in B2B Sales

Demand centers powered by marketing technology – combined with integrated marketing and sales functions – can help companies respond to fundamental changes in the B2B landscape.
Digital Sales Market Insights Series

Digital Sales Market Insights

As companies shift to remote work, their inside sales teams can become a critical resource with an expanded role within the organization.
There's No Going Back to the Old B2B Sales Model. That’s a Good Thing.

There’s No Going Back to the Old B2B Sales Model. That’s a Good Thing.

The era of the “road warrior” sales rep is over. Companies can sell far more efficiently through a hybrid of in-person and digital interactions with customers.
Empty milk bottles on doorstep

The Rise of the Next Generation of Medtech “Milkmen”

A next-generation commercial model is needed fast. Those who adopt it quickly will be rewarded handsomely.
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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.

Winning in the World of Omnichannel Marketing

BCG's Basir Mustaghni explains how marketing organizations are disrupted by the arrival of new digital channels.

revving-up-go-to-market-operations-b-2-b-rectangle-tcm9-246769.jpg

Revving Up Go-to-Market Operations in B2B

RevOps is a high-impact way to accelerate growth and efficiency through tighter alignment of your marketing, sales, and customer success functions.