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      "text": "ny achieve improvements of 10% to 15% in revenue and profit. (See “Jump-Start Growth by Sharpening Sales Force Focus,” BCG article, February 2014.) Activating the sales team is a practical, targeted approach to driving rapid, near-term results and making the sales force the engine of a broader transformation effort.",
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      "text": "By reallocating those resources, companies can achieve the same level of sales for 10% to 20% less marketing investment—or generate 3% to 8% higher volume with the same spending levels—within the first year.",
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      "text": "For example, one mobile telco facing increased competition was struggling because its sales force was not aligned with its distribution structure. By implementing a new incentive system and channel model and deploying its sales force more effectively, the company was able to capture a 10% increase in EBIT within a year of its transformation initiative.",
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      "text": "Streamlining and simplifying both the company and the strategic agenda can dramatically increase the punch and implementation power of the organization and significantly reduce reporting layers and costs. Recent research has found that up to half of performance requirements are contradictory and that overall organizational complexity has risen 35-fold since 1955. It is no surprise that employees at the most compli-",
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      "text": "Marketing and advertising are critical revenue tools. Many companies spend as much on marketing and advertising as they do on capital expenditures—but with far less analytical rigor. BCG’s proprietary research shows that the rules of thumb and shortcuts that many marketers use to make decisions don’t yield better results; in fact, they can destroy value: up to one-fourth of marketing spending is typically found to be ineffective.",
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      "text": "Fortunately, more tools and models are available to help marketers improve their marketing performance than ever before. In our experience, no tool or model is sufficient on its own. Achieving substantial positive results requires pulling levers across the strategic, tactical, and operational levels to create a common currency of marketing performance and the capability to measure it consistently across brands, products, locations, and campaigns over time.",
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