The Arthur D. Little and Leipzig Graduate School of Management benchmark study identifies 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 an industry-specific as well as cross-industry benchmarking, and provides insights into how companies can achieve marketing and sales excellence based on best-in-class performance of individual companies and industry sectors. The study defines 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 (4 Ps) for each individual segment; and tailored operational and organizational structure.
