マーケティング・セールス　最近の論考

For every minute B2B sales reps spend with customers, they spend nearly three on behind-the-scenes tasks. Generative AI can flip that equation by accelerating sales-related processes.

B2B companies—especially ones in mature industries—can improve their financial and commercial performance when they incorporate the right price-based metrics into their sales incentive programs.

To capture the business value of predictive AI and generative AI, companies need to change the way they interact with customers. Salesforce’s Jean-Marie Pierron and BCG’s Adolfo Magan discuss a framework that can help telcos reshape B2B sales.

Three common misconceptions are holding B2B sales organizations back from using advanced analytics and driving much-needed revenue and productivity growth.

A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.

The longer the threats of inflation, recession, and disruption persist, the more B2B companies will need to use a wider range of pricing options to maintain strong financial performance.

The B2B software-as-a-service model segment is growing about ten times faster than any other. Here’s a playbook to continue the growth trajectory.

Rising customer expectations mean software companies are increasingly “verticalizing” their products, marketing, sales, and ecosystems—adapting them to distinct industry needs and use cases.

BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes.

Marketers who measure mindshare can grow brand value more effectively than with traditional approaches.

Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.

Subscription media companies need margin-based marketing approaches that let them reach high-value audiences cost effectively. Precision analytics and AI can help.

Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.

By operating their e-commerce unit like a digital startup business, traditional retailers can experiment freely, reward risk-taking, scale successes quickly – and unlock higher growth.

Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.

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.

A global survey finds that business leaders expect AI—both predictive and generative—to be a game changer in helping companies address critical consumer intelligence issues.

The consumer intelligence available to organizations has grown exponentially in recent years, yet many have struggled to translate that into improved outcomes. Here’s how leaders are leveraging AI and GenAI to better harness that data and generate insights.

A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.

It is not. You just need to know where to look for it—where to find resilient consumers who are confident about spending and saving.

Companies have a major opportunity to move from providing clean energy solutions that customers think they should buy to creating compelling products and services that customers will want to buy.

Companies should not delay their cookie-less future preparation. Moving to first-party data can provide companies with better information and richer customer relationships, as leaders demonstrate.

DEEP AI by BCG X brings transformative relief to customer service headaches—for customers and businesses alike. Learn more on WIRED.

A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.