3 Strategies to Boost Sales and Marketing Productivity: New research from Bain shows what the most productive companies do differently.

The article focuses on strategies to improve commercial productivity, defined as the revenue or gross profit generated per dollar of sales and marketing expense, based on research of 1,254 public B2B companies across 10 industries from 2017 to 2021. It identifies three key approaches used by sustained productivity leaders: refining the go-to-market model by reallocating sales capacity toward higher-return opportunities; enhancing frontline sales rep performance through data-informed sales plays and consistent coaching; and increasing efficiency in sales and marketing support via leaner teams and better digital tools. The article emphasizes the importance of a deliberate, repeatable execution process with clear ownership and alignment among senior leaders, especially during economic downturns, to sustain productivity gains and achieve superior shareholder returns.