marketing sales

The continuing progress of digitalization has led to radically new relationships between companies and their customers. It significantly changes day-to-day ways of shopping, interacting with others, learning, and choosing suppliers, both online and offline. 

  • Marketing and sales excellence is critical to success. The continuing progress of digitalization has led to radically new relationships between companies and their customers. It significantly changes day-to-day ways of shopping, interacting with others, learning, and choosing suppliers, both online and offline. 
  • Companies face new threats and opportunities that destroy or create value through accelerated product life cycles, new styles of customer engagement, changing customer experience and “unstable omnichannel” challenges. 
  • In today’s environment companies need to go much further, and instead focus on brand purpose – having a clear, strong and compelling “reason to exist”. 
  • We define marketing and sales excellence along four performance categories:
  • Effective use of business, market and customer intelligence 
  • Quality, consistency and execution of the marketing and sales strategy  
  • Winning value proposition and customization of the marketing mix for each individual segment 
  • Tailored operational and organizational structure
  • Arthur D. Little is running a cross-industry benchmarking study to identify key drivers and determinants of marketing and sales excellence across various industries. The study covers three main industry sectors: consumer goods, chemicals, and engineering & manufacturing. The study aims at industry-specific as well as cross-industry benchmarking. Comparison of the cross-industry insight allows for new starting points to achieve marketing & sales excellence according to the best-in-class performances of individual companies and industry sectors.