Marketing & Sales

Today’s customers may not always be right, but they certainly know what they want. Both consumers and commercial customers have virtually instant access to product and pricing information, they demand products and services customized to their individual needs, and they expect high levels of service. That makes capturing and retaining their business — and doing so profitably — more challenging than ever. To succeed, marketing and sales organizations must combine forces and use all the talents, tools, technologies, and channels at their disposal to win in today’s increasingly competitive marketplace.

The world of marketing is changing fast. The media and technology industries are on converging paths, and new technologies are helping marketers analyze their markets, segment consumers more effectively, and better account for the business value of their efforts. Marketers must learn to operate in a changing marketing “ecosystem,” in which their roles and those of media companies and advertising agencies are becoming ever more interconnected. Leading marketers are focusing on the development of key capabilities and building higher performing organizational models to compete in this fast-changing marketplace.

How companies organize, plan and carry out their sales efforts has also become more complex. As the face of a company and the primary source of its revenues, the sales force is among an organization's most critical assets. The importance of its role is growing as competition intensifies, products commoditize, and companies focus more on organic growth. Maintaining an adaptive sales force requires companies to track customer behavior and continue building on the best practices required to succeed in their industries. Sales forces that stay aligned with customers unlock additional growth, increase sales productivity, and create competitive advantage.

At Booz & Company, we understand the value of taking a holistic view of marketing and sales. Our Marketing & Sales advisory service has the experience needed to integrate marketing insight with effective sales methods. In this highly customer-centric environment, developing these capabilities is the only way to achieve real, measurable results.

Our Thought Leadership

Commercial Excellence Programs: A Way for B2B Companies to Pursue Growth in Hard Times
For companies that are looking for top line growth in the face of economic headwinds, this report and profiler offer concrete suggestions to increase profits within six to twelve months. read more >

Major Insights from Campaigns to Capabilities: Social Media & Marketing 2011
Karen Premo, Principal in Booz & Company's Global Media & Entertainment Practice, presents Campaigns to Capabilities: Social Media & Marketing 2011 at the IAB MIXX event. watch video >

The Marketing & Media Ecosystem
Today's marketing environment is becoming increasingly complex and more deeply rooted in the digital world. In response, marketers, agencies, and media companies are beginning to converge in a new marketing “ecosystem.” Our landmark, cross-industry study, called “The Marketing & Media Ecosystem”. read more >

From Campaigns to Capabilities: The Impact of Social Media on Marketing and Beyond
Booz & Company and Buddy Media have partnered together on "Campaigns to Capabilities: Social Media and Marketing 2011,” a research study which reveals insights into how leading companies are transforming their marketing capabilities. read more >

Shopper Marketing 5.0: Creating Value With Shopper Solutions
The shopper marketing study, reveals, among other findings, that leading CPG manufacturers and retailers are increasingly adopting a solutions-based approach to amplify the impact of their shopper marketing investments. read more >

A Marketing Identity Check: Differentiated Capabilities Earn the "Right to Win"
Booz & Company, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries. read more >

Inspirational Sales Leadership: A Systematic Approach to Motivating the Sales Force
"Inspirational sales leadership" leverages a deep understanding of current sales performance, systematically identifying leadership behaviors that actually drive results, and then provides the right tools for change. read more >

Service Areas

Booz & Company has extensive experience with large, international corporations, governments, and organizations, acting as an independent adviser on issues ranging from marketing & sales strategy to capability development and process retooling in our key areas of expertise: marketing (including digital marketing and branding), pricing, sales & channel management (including sales force effectiveness and point-of-sale performance), and customer & consumer insight.