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Marketing and Sales
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Marketing and Sales

The best marketing and sales organizations orient around the customer—and rely on analytics, agile processes, and a test-and-learn culture to create more personalized experiences. BCG’s marketing and sales consultants guide the way. 

Companies that win don’t just talk about customer experience—they sell and market in a way that’s both convenient and relevant to customers. Traditional approaches don’t foster this seamless simplicity. What’s needed is a new paradigm: an integrated unification of marketing and sales strategy. We help companies develop the underlying human and technical capabilities that enable a more agile, data-driven marketing and sales function.

Our Marketing and Sales Services

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CMO Agenda

BCG's CMO consulting experts support chief marketing officers in their efforts to develop a coordinated and action-oriented CMO agenda.
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Digital Sales

BCG's digital sales consulting team helps clients unleash the full potential of next-generation sales and transform into omnichannel champions.
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E-Commerce

By combining digital expertise and strategy, BCG helps businesses set and realize a bold vision for their online, e-commerce channels.
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Digital Marketing

BCG enables digital marketing companies to develop capabilities that foster speed, precision, and growth.

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Sales Channel Strategy

Companies need to rethink the way they work with partners. BCG ensures the right elements are in place for the sales channel to grow and thrive.
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Personalization

BCG’s personalization consulting team delivers long-term impact by leveraging agency-like capabilities, cutting-edge analytics, and proprietary tools.
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Marketing Function Excellence

By optimizing marketing effectiveness and efficiency, our marketing excellence consulting team improves companies' return on investment.
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Salesforce Value Accelerator

Our Salesforce Value Accelerator consultants are dedicated to low-volume, high-impact strategy work though four key offerings.

Related Services

Pricing and Revenue Management

Customer Insights
"The Future of Sales with AI"

AI Transformation for Future-Ready Functions

We meet often with CEOs to discuss AI—a topic that is both captivating and rapidly changing. Drawing on our experience with over 1,000 AI programs in the past year, we are sharing a new series of playbooks designed to help CEOs and senior executives navigate their AI transformation journeys. With both predictive and generative AI at an inflection point, and even more exciting opportunities on the horizon, our focus for 2024 is turning AI’s potential into real profit.

EXPLORE THE SERIES

How We Help Marketing and Sales Functions

  • 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.
  • AI and GenAI are rapidly evolving customer expectations—and using these technologies to deliver superior content, insights, and experiences is now essential for marketers. We help companies deploy AI transformations through an end-to-end approach that anchors on adoption, integration, and organizational change management.
  • 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.

  • 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.
  • 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.
  • 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.

Our Client Work in Marketing and Sales

Launching an Inside Sales Hub at Siemens

Peter Barfuss, head of sales operation and sales transformation at Siemens Digital Industries, shares how the company worked with BCG to reimagine its inside sales operations and develop enhanced field sales capabilities.

Caldic’s Data-Driven Digital Transformation

The global distributor and solution provider partnered with BCG and BCG X to launch a data-driven digital transformation, providing personalized recommendations by customer and generating pipeline growth.

Distilling Lessons in Digital Sales and Marketing

Pierre-Yves Calloc’h, chief digital officer at Pernod Ricard, explains how BCG and BCG X helped the wine and spirits company build and deploy digital programs that have improved P&L by optimizing brand investment, promotion calendars, and sales activities.

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We helped lead an end-to-end marketing transformation for one of the world’s largest convenience retailers to achieve $200 million in-year growth—on a path toward more than $1 billion in annual impact. Our digital marketing consulting experts redefined marketing execution through over 100 pilots in all channels and shaped a vision for a new retail media division. And we fully integrated an agile-squad model to upskill their teams for sustained impact.

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A leading global technology company, held back in their new cloud offerings by a traditional field based sales model, was falling behind digital native competitors. We helped the organization design a next-generation sales model and build a regional inside sales center in 90 days and established a true global demand center marketing team. The company expects this new capability to well over $1 billion in run-rate revenue after the first three years.

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We helped a client in the retail industry realize an increase in annual revenue of $300 million by implementing one-to-one marketing—experiences based on preferences, usage, location, and context relevant to individual customers.


Our Marketing and Sales Solutions

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.

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Fabriq Personalization AI by BCG X

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 Personalization AI by BCG X is a set of tools and modules that helps you link all the parts, and shave months off development time.

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Growth AI by BCG X

This holistic suite of AI offerings is designed to maximize the growth potential of consumer packaged goods companies. Growth AI by BCG X supports data-driven decisions across and within standard commercial functions including pricing and promotion, marketing allocation, product and service innovation, and route-to-consumer sales to improve strategy, planning, and execution.

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Deep Customer Engagement AI by BCG X

Deep Customer Engagement AI by BCG X enables hyper-personalized, end-to-end customer management—scaling always-on actions to increase the value of each client portfolio. By integrating artificial intelligence into every customer interaction, it takes the guesswork out of customer management and delivers real-time, AI-driven recommendations.

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BrightHouse

A company’s purpose 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. BrightHouse, BCG’s global creative consultancy, helps companies define their true business purpose, embed it across the organization, and unleash its power.

Additionally, our Commercial Accelerator assesses marketing, sales, and pricing in concert to measure the true impact of an initiative and 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.

Our Awards and Recognition for Personalization Consulting

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2024 SIIA CODiE Award: Best Marketing Solution

BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq Personalization AI by BCG X. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, "Fabriq empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI."


Meet Our Marketing and Sales Consulting Experts

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