#Marketing activity focused on demand spaces can lift mindshare by 10 to 20 points on average. And it’s highly efficient. #BCG found that when a customer is targeted by relevant marketing in a demand space, they are up to five times more likely to name that brand first over other competing #brands. Explore other insights into how to increase a brand's mindshare, here: https://on.bcg.com/3yd0cWJ
BCG on Marketing, Sales and Pricing
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As companies retool their customer engagement models, the commercial functions of marketing, sales, and pricing are becoming radically more sophisticated. Human and digital channels, touchpoints, and capabilities are converging as commercial functions become bionic. At BCG, we work to redefine the future of these commercial functions and welcome the revolutionary opportunities that come with it. We help companies transform their commercial strategies to achieve organic, customer-centric, double-digit growth while improving both efficiency and effectiveness. Connect with us to discuss ideas and unlock new opportunities! Marketing & Sales: https://www.bcg.com/capabilities/marketing-sales/ Pricing: https://www.bcg.com/capabilities/pricing/
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Updates
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To understand the growth trajectory of #RetailMedia networks, we examined their development to date across three overarching phases. ✅ Retail Media 1.0 relies primarily on traffic to retailer. com, supporting sponsored products and branded banners while the #customer is shopping online. ✅ Retail Media 2.0 offers nascent #omnichannel activation: it begins to rely on first-party data for customer targeting and to introduce in-store and broader channel offerings, such as digital screens and programmatic displays, though often in a disjointed way. ✅ Retail Media 3.0—only now starting to emerge—has the power to unlock the full potential of retail media and elevate it to a truly strategic media option. Learn more, here: https://on.bcg.com/3xTHljx
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In the ever-evolving landscape of marketing, sponsorships have continued to be an attractive yet challenging asset for CMOs. The value is obvious—strengthening brand and product associations for business growth. A CMO must decide what to sponsor amongst a myriad of (often hierarchical) choices—be it sports leagues, teams, players, or adjacent influencers—and must then determine how to maximize the impact of these high-level assets, often worth several $100M. Read the latest edition of the Impressions Newsletter to learn how companies can optimize sponsorships as a key piece of their marketing portfolio. Authored by BCG’s Peter Dewey, Raakhi Agrawal, Leonardo Fascione, and Austin Davis.
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In order to make unified video a reality, #advertisers, agencies, and media partners need to agree on what “holistic measurement and buying capabilities” mean and how to deploy them. To develop a playbook for acting on these imperatives, #BCG selected three account teams across two markets to create a unified video planning and buying process. The goal was a process that can be applied to all #campaign objectives and scaled for different advertisers and markets. Learn more, here: https://on.bcg.com/462VaZm
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Companies that score well on BCG’s personalization index grow 10% faster than those that don’t. To leverage this vital process, businesses must first understand what true #personalization entails: enhancing every customer interaction to make the next experience better, faster, or more convenient. Listen as BCG’s Mark Abraham explains the five personalization promises #leaders can make to meet these standards and ultimately achieve great success at Cannes Lions International Festival of Creativity, here: https://lnkd.in/gZBF_zxQ
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The alternative protein sector can draw valuable lessons from the electric vehicle (EV) industry. By leveraging innovation, strategic investments, and supportive policies, we can achieve cost-effective, sustainable protein alternatives and help reduce GHG emissions in the process. The challenges are significant, but so is the potential impact on our planet. Let's apply our expertise from the EV industry to drive forward a sustainable future in food production. Discover more about this transformative potential in the latest article by Boston Consulting Group (BCG), The Good Food Institute, and Synthesis Capital here: https://on.bcg.com/4cXcMbt #Sustainability #AlternativeProteins #ElectricVehicles
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Companies are responding to streaming #ConsumerTrends indicating strong cancellation rates and implementing cross-company bundling. #BCG found that media firms have three operational levers to pull as they target healthy profit margins from #streaming: ✅ Grow and retain the subscriber base ✅ Target premium pricing ✅ Lower costs Learn how BCG’s insights support the switch to bundled streaming services, here: https://on.bcg.com/4cPjKQl
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The recent surge in #GenAI and the growing trust in knowledge engines are transforming search dynamics. AI enhancements now play a pivotal role in shaping user journeys, blurring the lines between search engine marketing (#SEM) and search engine optimization (#SEO), and making search pathways more specific and focused. Read the latest edition of the Impressions Newsletter to learn how organizations can stay ahead of the rapid AI developments in search. Authored by BCG’s Ray Yu, Peter Dewey, Robert Derow, Joe Simon, Meredith Finnerty, and Ryne Landers.
Traversing New Terrain: Considerations for Brands in the Face of a Changing Search Landscape
BCG on Marketing, Sales and Pricing on LinkedIn
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Reflecting on her journey as a CMO and board director, Lynne Biggar shares a key insight: "There’s no separate marketing strategy from the corporate strategy." At Cannes Lions International Festival of Creativity, Lynne emphasizes that building strong relationships and ensuring strategic alignment are crucial for achieving success in the CMO world. For new CMOs, her advice is clear: aim for quick wins while developing strategies that are in perfect harmony with corporate goals. Watch the full interview here: https://on.bcg.com/4euoyvy
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Get to know Jen Stewart, a Talent Strategy Director in our New York office. Specializing in Talent Strategy, Career Development and Coaching, she leads MSP’s Digital Growth and Functional Accelerator Team, driving people strategy and execution across BCG. When asked about her proudest BCG accomplishment, she said, “Scaling and harmonizing a high performing expert team for our Digital Growth Accelerator business in North America – a rapidly growing capability & business to support our clients’ digital marketing, eCommerce, and digital sales transformations.” A true NY Giants fan, Jen loves to play pickleball after work, along with spending time with her family and their pet dog, Tucker. #LifeatBCG