{
  "docId": "019dd923-5ca1-7489-b635-052ae7e18115",
  "docSlug": "36e0f5ea390bc410",
  "documentTitle": "Future of Sales Marketing Executive Perspectives",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 20,
  "pageCount": 22,
  "prevPage": 19,
  "nextPage": 21,
  "slideType": "recommendation",
  "function": "recommend",
  "density": "overcrowded",
  "nDataPoints": 3,
  "notes": "The slide uses a three-column structure to contrast current pitfalls (with metrics) against best practices.",
  "elementsJson": [
    "headline_text",
    "icon_grid",
    "big_number",
    "bullet_list",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-052ae7e18115/20",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-052ae7e18115",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-052ae7e18115.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-052ae7e18115#slide-20",
  "components": [
    {
      "bbox": {
        "h": 0.05,
        "w": 0.2,
        "x": 0.7,
        "y": 0.42
      },
      "kind": "list",
      "text": "Use complementary methods",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c4eeea7-cb30-4e97-b0b1-ab2cd488d459",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.38,
        "y": 0.42
      },
      "kind": "list",
      "text": "Deploy predictive models and attribute value to each touch point",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b290e6fc-5f64-4094-8661-300d6e6e4b7b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.2,
        "x": 0.12,
        "y": 0.42
      },
      "kind": "list",
      "text": "Establish consistent customer-focused KPIs",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d731c8e5-d91e-4bca-9b5f-4757f0543601",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.08,
        "x": 0.12,
        "y": 0.53
      },
      "kind": "metric",
      "text": "78%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "74d1d084-214a-42b7-a52b-ebbaba8faee1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.08,
        "x": 0.7,
        "y": 0.53
      },
      "kind": "metric",
      "text": "25%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "784aa0ab-8f8b-4f14-bc77-39fea2b77048",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.08,
        "x": 0.4,
        "y": 0.53
      },
      "kind": "metric",
      "text": "~35%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dab1b675-4506-4806-8f8a-fe4352b00202",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "adoption rate: 78%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb7-7670-8ecb-0ab965caddb6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.12,
        "y": 0.65
      },
      "kind": "paragraph",
      "text": "Set common objectives across channels, and marketing and sales teams, linking them to customer outcomes. Set up strategic customer-focused scorecard and dashboard with high-level and operational KPIs. Track consistent KPIs over time to ensure continual measurement.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "002a717c-d657-4c80-9e0f-6e17035be01f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.7,
        "y": 0.65
      },
      "kind": "paragraph",
      "text": "Drive end-to-end measurement across the customer purchase journey. Combine traditional measurement (e.g., marketing-mix modeling) with incrementality testing/experiments to optimize individual channel effectiveness toward holistic customer outcomes.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0155ea5b-66c0-4ef9-8340-25c123a0ebe1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.38,
        "y": 0.65
      },
      "kind": "paragraph",
      "text": "Deploy predictive models (e.g., uplift test, modeled conversions)—to bridge gaps in data (predominantly from loss of third-party cookies). Attribute value to each customer touch point.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7ac4f149-44a8-4311-b811-959c544568ac",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "1. Increased regulatory requirements (e.g., GDPR) and distrust drove shift away from cookies; 26% increase in ad blocker use globally in past 5 years driven by disruptive advertising and data security concerns; 2. E.g., incrementality, test and learn",
      "attrs": {
        "numbered": true
      },
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "19ca030e-6df4-4678-9439-298331c76e82",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.06,
        "y": 0.05
      },
      "kind": "title",
      "text": "Redefine the measure of success—shifting from channel to customer-first perspective; deploy holistic, rigorous ROI measurement",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fde497b1-0f78-45d5-84ca-8243bf71829d",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "adoption rate",
      "numberRaw": "78%",
      "numberKind": "percent",
      "actionTitle": "Redefine the measure of success—shifting from channel to customer-first perspective; deploy holistic, rigorous ROI measurement",
      "calloutText": null,
      "numberScale": null,
      "numberValue": 78,
      "metricFamily": "share_penetration",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1321-706c-9a66-b4fe60bf4154",
      "evidence": "Title quotes redefine measurement to customer-first ROI.",
      "confidence": 90
    },
    {
      "name": "Balanced scorecard",
      "slug": "balanced-scorecard",
      "agent": null,
      "layer": "slide",
      "matchId": "f44991c2-76c4-4a91-bb30-db724af8b3d1",
      "evidence": "Set common objectives across channels, and marketing and sales teams, linking them to customer outcomes. Set up strategic customer-focused scorecard and dashboard with high-level and operational KPIs",
      "confidence": 0.7
    },
    {
      "name": "Closing Techniques",
      "slug": "closing-techniques",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1321-706c-9a66-b861952fb830",
      "evidence": "Final implications slide closes with a 'redefine success' challenge.",
      "confidence": 65
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 20,
      "beatId": "019dd95a-0702-74a3-87dc-1f41ea6c0619",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Impact & Next Steps",
      "beatSlug": "consultants-gambit-impact-next-steps",
      "evidence": "Redefine measure of success: shift to customer-first ROI.",
      "position": 5,
      "confidence": 88,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    },
    {
      "to": 20,
      "from": 13,
      "beatId": "019dd95a-0702-74a3-87dc-2ae75796f0ac",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Action (Now What)",
      "beatSlug": "triple-take-the-action-now-what",
      "evidence": "Eight numbered prescriptive recommendations.",
      "position": 3,
      "confidence": 72,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 13,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "019dd95a-088b-72c8-b7e3-ffdc9a0d3a06",
      "evidence": "Eight numbered recommendation slides (2.1-2.8) grouped into the 3 pillars introduced on page 12.",
      "position": 4,
      "objective": "Decompose 'what leaders should do' into 8 distinct, parallel recommendations",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 80,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}