Practical insights on performance marketing, team development, and data-driven strategy—plus the latest trends shaping how marketing teams learn, execute, and grow. Explore our latest articles below.
There is a question that keeps coming up in growing companies: We need to hire someone for marketing, but what kind of profile? A generalist who does a bit of everything? Or a specialist focused on a specific area? At first glance, it looks like a simple resource allocation decision. In practice, it can compromise […]
There is a moment in many growing companies when this decision surfaces: “We need a Head of Marketing.” It is a positive sign. It means marketing is no longer a one-off effort or a task spread across several people. There is an intention to build structure, to grow with more consistency. But it is also […]
There is a moment in any company’s growth that does not show up on dashboards and, in many cases, is not reflected in the metrics either. And it is an absolutely crucial moment: it can even be the turning point that separates the companies that survive the first year from the ones that do not. […]
There is a moment in a company’s growth when, suddenly, the founder stops knowing everyone by name. If you are reading this and you lead a business that grew fast, you know what I mean. Two years ago, the team fit in one room. Decisions were made over lunch, everyone knew what the others were […]
There is a conversation I have had many times, first at Google and now with Portuguese companies. It almost always starts the same way: “We have been getting inquiries from clients in Spain (or France, or the UK). We think it is time to go abroad.” If you are reading this and you lead an […]
There is a sentence I hear often from founders and business owners across industries, right at the start of a conversation about strategy: “Our product is for everyone.” It is said with pride, and it is easy to see why. If everyone is a potential customer, the market feels infinite and growth becomes a matter […]
Imagine the scenario: sales drop or stagnate for the second consecutive month. Alarms go off. Something needs to be done, fast.
Many entrepreneurs started their companies in the proverbial parents’ garage. With no money and no resources, they built a business.c They often relied, successfully, on their intuition when making decisions.
For years, the dominant narrative in business was that the GDPR (General Data Protection Regulation) was a hurdle. Compliance was seen as an operational cost, a necessary bureaucracy that stifled marketing creativity and effectiveness, reducing lead volume.