Driving the Bottom Line from the Front Line

A global research initiative that focuses on helping multinational companies to improve the design and execution of their go-to-market strategies.

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Overview

Driving the Bottom Line from the Front Line is a global research initiative undertaken by the Chief Marketing Officer (CMO) Council that focuses on helping multinational companies to improve the design and execution of their go-to-market strategies. The program is one of the first international studies of its kind and research with senior marketing and sales officers explore the critical determinants of how companies build capabilities to deliver marketing and sales results in a repeatable and systematic manner.

Sponsored by The Boston Consulting Group, Driving the Bottom Line from the Front Line involves extensive worldwide research and analytics by an esteemed board of advisors and academicians – all experts in the Go to Market field and its various verticals. Qualitative and quantitative research amongst Chief Marketing Officers and Chief Sales/Commercial Officers in large multinational enterprises with a minimum of $1 billion in annual revenues offers insightful data and assists in the program’s dual objective: to highlight the most pressing obstacles to go-to-market success and to identify the capabilities necessary for actionable and sustainable solutions.

Empowering frontline sales and marketing teams with better customer analytics, insights, market segmentation, messaging and engagement programs increases the efficiency and effectiveness of spend, while having significant top-line and bottom-line impact. This study explores these and other critical areas that determine go-to-market excellence and how companies build these capabilities

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Studies & White Papers

  • Go-to-Market Advantage: The New Battlefield for Consumer Companies
    This study offers an in-depth look at the significance of go-to-market activities and several ways in which you can enhance your company’s sales and marketing strategies.
  • Smarter Marketing for Tougher Times
    Overcome marketing constraints like digital recorders, no-call lists, pop-up-add blockers, cost/budget issues and other annoying constrictions, to deliver a holistic approach to marketing from the portfolio and brand strategy all the way to the target audience.
  • To Spend or Not to Spend: A New Approach to Advertising and Promotions
    Here’s a strategy that enables better allocation of advertising and promotions (A&P) spending through zero-based budgeting and a hard line of investment levels by brand.
  • Converting Trade Spending into Investment
    Trade Spending - the financial deals that manufacturers offer retailers to market their products – can be managed through two different approaches that are designed to benefit the company.
  • Sales Force Effectiveness: Moving up the Middle and Managing New Prospects
    Overcome marketing constraints like digital recorders, no-call lists, pop-up-add blockers, cost/budget issues and other annoying constrictions, to deliver a holistic approach to marketing from the portfolio and brand strategy all the way to the target audience.
  • To Spend or Not to Spend: A New Approach to Advertising and Promotions
    Here’s a framework for deepening your company’s sales force while enhancing customer relationships, identifying and securing new customers and reducing attrition among existing customers.
  • Pricing Myopia
    For companies that have difficulty managing pricing, this study offers ways to change methods and structures while becoming more innovative and ultimately enabling maximum sales and share growth.
  • Fixing the Fatal Flaws of your Sales Force
    Having an effective and efficient sales force is vital to the success of your bottom line. Here are handy tips to help kick your sales team into action.
  • Organizing for Pricing
    Need guidelines for improving pricing capabilities, structures and processes? This article magnifies the importance of pricing and how most companies tend to short-sight this topic.

Articles

Press Release

09.08.07 - CMO Council and The Boston Consulting Group Launch Global Research Initiative Focused on Go-To-Market Capabilities
The Chief Marketing Officer (CMO) Council and The Boston Consulting Group (BCG) today announced the launch of a global research initiative focused on helping multinational companies improve the design and execution of their go-to-market strategies

Books