About the Authors Robert Archacki is a partner and associate director in the Austin office of Boston Consulting Group and leads the firm’s work in B2B marketing. You may contact him by email at archacki. [email protected]. Phillip Andersen is a managing director and partner in BCG’s Seattle office and a core member of the Marketing, Sales & Pricing practice. You may contact him by email at [email protected]. Scott Rhodes is an associate director in the firm’s Austin office with a focus on next-generation sales. You may contact him by email at [email protected]. Basir Mustaghni is a managing director and partner in BCG’s Frankfurt office and a core mem- ber of the Marketing, Sales & Pricing practice. You may contact him by email at mustaghni.basir@ bcg.com. For Further Contact If you would like to discuss this report, please contact one of the authors. Boston Consulting Group 19