Marketing is not only communication One of the most limited ways to understand marketing is to see it as the function responsible for communicating what the organization has already decided.... read more →
The future of marketing is not a list of tools Discussions about the future of marketing often move quickly toward a list of technologies: artificial intelligence, automation, augmented reality, virtual... read more →
The funnel organizes, but does not always explain For decades, the conversion funnel has been one of the most widely used models to represent the process through which a person... read more →
Before selling, a company needs to make value visible Before discussing conversion, funnels, campaigns or digital channels, every company needs to answer a more fundamental question: why should someone choose... read more →
Marketing was never just advertising For many years, people associated marketing mainly with advertising campaigns, catchy slogans or strategies designed to sell more products. While those elements are certainly part... read more →
Exceptional service rarely happens by accident Companies recognized for outstanding customer service often generate immediate admiration. Customers remember smooth experiences, fast responses, personalized attention and interactions that create trust and... read more →
Tools change, but the underlying problem remains Customer service tools evolve quickly. What seems advanced today may become outdated within a few years, especially in an environment shaped by artificial... read more →
Technology has changed the way companies relate to customers For many years, customer service was primarily associated with direct human interaction: phone calls, in-person support, emails and manual problem resolution.... read more →
Customer service is entering a new phase For many years, customer service was largely understood as an operational function focused on solving problems. Today, however, that perspective is changing rapidly.... read more →
Soft skills are no longer a secondary complement For many years, the business world primarily prioritized technical capabilities. Understanding processes, mastering tools, knowing products and executing tasks efficiently seemed enough... read more →