Useful journalism to understand, manage and grow a business.
Search
Transform sales from a manual effort into a predictable system: define your ICP with data, standardize the process, and measure the real ROI of each channel to grow without losing profitability.
Read story
Your own website, marketplaces, direct sales, or distributors: compare each option against your customers, costs, operational capacity, and access to data before expanding your channels.
Read story
A campaign can generate sales and still lose money. Learn how to calculate ROI with full costs, distinguish it from ROAS and CAC, and track results with accessible tools.
Read story
**OTAs** offer global visibility but charge commissions of **15% to 30%**, while a hotel’s own channel retains guest data and reduces acquisition costs. This analysis details how to use the **billboard effect** to turn third-party traffic into profitable direct bookings through key metrics such as **COA**.
Read story
A well-planned connection between social media and CRM helps SMEs record interactions, prioritize opportunities, and relate social activity to sales progress.
Read story
Google Ads connects with people who are already searching for a solution; Meta Ads allows you to present products to audiences who are not yet looking for them. The choice depends on demand, the purchase cycle, and the ability to measure conversions, not just the cost per click.
Read story
An international pricing strategy combines the full cost of exporting with the market, channel, and positioning of each country. This guide helps organize the analysis and review profitability without automatically carrying the domestic price over to international markets.
Read story
Asia-Pacific brings together markets with different preferences, purchasing habits, and regulatory frameworks. For an SME, a stronger entry starts with choosing a specific country and segment, conducting local research, and testing products, prices, and channels before expanding operations.
Read story
Direct sales can offer greater control and margins, but require taking on customer acquisition, logistics, and service directly. A distributor provides a local structure and manages part of the operation in exchange for a margin and commercial autonomy.
Read story
Choose a specific sign of satisfaction, explain whom you help, and make it easy to say no. This can open the door to new introductions without turning the relationship into an obligation.
Read story
Loyalty does not start with a discount: it starts when a company delivers on what it promised, makes it easy to use the purchase, and stays in relevant contact. A simple after-sales process can turn a transaction into a relationship built on trust.
Read story
Latin America is not a single market: available channels, digital maturity, and company capabilities vary. A country-by-country method helps determine where to acquire customers, which message to test, and how to measure results without automatically extrapolating regional data.
Read story