CMO Insights

We continually raise the bar on marketing leadership through our pioneering work in brand strategy, customer loyalty, Agile, and test-and-learn techniques. And our Innovation & Design team provides specialized expertise that helps you see the world through your customer's eyes, to design and build best-in-class digital products and services that transform the customer experience.

Vector℠

For Marketers, Generative AI Moves from Novelty to Necessity

Companies that scale up their initiatives will gain an edge by delivering consistent value and better engaging customers.

Companies That Earn Customers’ Loyalty Outperform With Investors

Net Promoter Score℠ leaders in the US excel in shareholder return as well as revenue and operating income growth.

Marketers’ Agency Partnerships Are Strained. Now Comes AI

Hybrid models supported by generative AI and the right capabilities can increase both efficiency and expertise in marketing.

Финансовые услуги

Why Loyalty Programs Fail

And how to fix them.

Продвинутая аналитика

Hiring Trends in Marketing Squeeze Brand Managers

As the number of specialists rises, who can coordinate the complex campaigns of modern marketing?

Потребительские товары

A Field Guide to Modern Marketing

As marketing groups contend with new channels and tech-intensive consumer behaviors, here’s how they can navigate the shifting landscape.

Потребительские товары

Does a Purpose Help Brands Grow?

There’s a distinct path to differentiating a brand by delivering higher-order Elements of Value®.

Go-to-Market Strategy

How Generative AI Is Forging Productivity in Sales and Marketing

Early adopters will build a strong competitive edge if they focus on high-priority use cases and the organizational changes required.

Розничная торговля

In Retail, Generative AI Favors Early Movers Who Focus on Personalization

The learning curve is steep, but thoughtful, fast-moving retailers will set new standards for consumer experiences and create an advantage.

Финансовые услуги

Using AI to Build Stronger Connections with Customers

Smart companies are using AI to enhance—not automate—the customer experience.

Consumer-led Brand Growth

Reimagining Marketing During Recessionary Times

How top brands are using marketing data and experimentation to stay connected to consumers.

Go-to-Market Strategy

Three Strategies to Boost Sales and Marketing Productivity

Our new research shows what the most productive companies do differently.

Consumer-led Brand Growth

Can Marketing Experimentation Become Your Superpower?

A unified, companywide approach to experimentation can generate sustained business growth.

Потребительские товары

How Coca-Cola Uses Marketing Experimentation as a Superpower

Kelly Edwards sits down with Coca-Cola's Romain Mallard to discuss how marketing experimentation is transforming the company.

Страхование

The Power of Customer-Led Innovation

In just months, the legacy insurance company AIA was able to build an award-winning health app.

Промышленное машиностроение

Raise Your Confidence in Price Guidance for the Sales Team

Guidance more rooted in data than gut can improve win rates and revenue.

Розничная торговля

Beyond Bored Apes, NFTs Will Revolutionize Customer Engagement

Innovative uses of NFTs to reward and connect with customers are emerging in retail, consumer goods, media and entertainment, and travel, with widespread adoption soon to come.

How to Fix the Sales-Marketing Disconnect

In this Sunny Side Up podcast, Bain Partner Saber Sherrard offers specific steps companies can take to help sales and marketing align.

Авиакомпании и транспорт

Radical Thought: Infuse Account Planning with the Customer’s Perspective

Ignoring customers’ sentiment leaves money on the table.

Розничная торговля

Three Characteristics That Define Retail Marketing Leaders

Through creativity, speed, and control of technology, the best firms have adapted to Covid-19 and outpaced the competition.

Digital Marketing

Account-Based Marketing Needs an Infusion of Tough Love

When sales and marketing groups truly collaborate, everyone benefits.

Технологии

Integrated Pipeline Management: The Nexus of True Marketing-Sales Collaboration

Marketing and sales groups must be in sync for pipeline management to accelerate growth.

Стратегия работы с клиентами и маркетинг

The Teachable Habits of Successful B2B Marketers

Our surveys of buyers and marketers over 15 months reveal valuable lessons for reaching customers effectively.

Modern Marketing

What Makes the New Marketing Leader?

Experts from Bain, Pandora, and OMD EMEA share how companies can adapt their strategies, ways of working, and data practices to win in today’s marketing world.