Driving the Bottom Line from the Front Line

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