Marketing Diagnostics
5 situations that can hide a disconnection
The problem is not always where it seems.
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Independent marketing audit
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Marketing Diagnostics1 / 8
Case 01 · Architecture studio
The business existed. Almost no new clients could see it.
A studio with activity and clients. It did not appear on Google Maps, in magazines or at trade fairs. Virtually no communication.
BUSINESS→VISIBILITY→NEW OPPORTUNITIES
How does a client arrive today? And how would someone who does not know us find us?
The disconnectionBusiness ↔ MarketThe business existed. But the market had few ways to discover it.
LearningA company can work well and still limit its potential because one part of the system is not doing its job.
Case 02 · Barcelona restaurant
A good restaurant. Online, you could not see everything happening inside.
Good product, solid sales, clients by referral. No menu on Google and no active Instagram. Nobody knew about the vermouth, the English breakfast or the special dinners.
WE HAVE→WE COMMUNICATE→THE CLIENT WE WANT
Which client do we want to come in?
The disconnectionExperience ↔ CommunicationThe experience was much richer than what a potential guest perceived before visiting.
LearningA business can offer far more than it communicates. You need to decide what to say, to whom and why.
Case 03 · Air-conditioning installations
The campaign worked. So well that the company could not meet demand.
A summer air-conditioning campaign with very strong numbers. Many leads, but not enough units or installation capacity. Waiting, frustration, lost opportunities.
CAMPAIGN→DEMAND→CAPACITY→SERVICE→CUSTOMER EXPERIENCE
Can we serve the demand we are generating?
The disconnectionMarketing ↔ OperationsMarketing generated demand. Operations was not ready to absorb it.
LearningA campaign can be a marketing success and a problem for the business.
Case 04 · Home product
The product sold well. But customers did not come back.
The product worked and the sale happened. The consumption model should have created repeat purchases. They did not arrive.
SATISFACTIONREPEAT PURCHASEREFERRALINCIDENTS
It was not about selling more. It was about what happened after the sale.
The disconnectionSale ↔ After-salesThe sale was under control. The experience afterwards was not.
LearningCustomer experience does not end when the sale is made.
Case 05 · B2B company
They did everything. The business still did not move at the expected pace.
Website, social, campaigns, leads and positive metrics. Marketing was well executed, but business results were not evolving.
ACQUISITION→QUALIFICATION→SALES→FOLLOW-UP ◆→CONVERSION→DEAL
What happens to the contacts marketing generates?
The disconnectionMarketing ↔ SalesMarketing worked. But the path to the sale was disconnected.
LearningOne part can show an excellent indicator while a disconnection exists somewhere else in the system.
The common thread
Five situations. Five DISCONNECTIONS.
01Visibility
Architecture studio · Business ↔ Visibility
Architecture studio · Business ↔ Visibility
02Communication
Restaurant · Experience ↔ Communication
Restaurant · Experience ↔ Communication
03Capacity
Air conditioning · Demand ↔ Capacity
Air conditioning · Demand ↔ Capacity
04Experience
Home product · Sale ↔ Later experience
Home product · Sale ↔ Later experience
05Conversion
B2B company · Marketing ↔ Sales
B2B company · Marketing ↔ Sales
Marketing Diagnostics
WE DO NOT LOOK FOR BLAME. WE LOOK FOR EXPLANATIONS.
A symptom is not a diagnosis.
Diagnose first. Decide afterwards.
02 The problem
When results do not arrive, the problem is almost never what it seems.
Processes do not work with the same logic
Each area moves forward, but not always in the same direction.
The team does not share the same priorities
Everyone does their work, but not always with a shared view.
Information does not flow
Data and learning do not always reach the people who need to decide.
Decisions are made without a global view
Action is taken on symptoms without seeing what sits behind them or how it connects to the rest.
Marketing generates leads, but does not sell
There is activity and contacts, but they do not turn into the expected sales.
We do not stop at what is visible. We look for what sits behind it.
03 A company as a system
A company can work well and still fail to reach the results it wants.
It can have a good product, a good team and good marketing, but results do not depend only on the pieces. They depend on how those pieces connect.
Marketing Diagnostics identifies those disconnections before they shape your next decision.
Your company
Leadership
Direction and priorities
Marketing
Attraction and opportunities
Sales
Conversion into clients
Experience
Loyalty and referral
Operations
Execution and coordination
Communication
Messages and people
04 A different audit
We do not stop at analysing data.
We understand the real context of the company, connect information and analyse how the different areas contribute to results.
Company
We understand the context, the goals and the direction of the business.
People
We understand who makes decisions and how the team works.
Processes
We analyse how work gets done and how processes connect.
Communication
We analyse what is communicated, to whom and how it arrives.
Experience
We observe what the client lives at each touchpoint.
Decisions
We analyse with what information and judgement decisions are made.
Data explains the results.
With the audit, we explain their origin.
05 What you get
A complete view.
A clear direction.
Not a report that piles up data, but a reading that helps order it and turn it into decisions.
Global view
A complete reading of the company as a system.
Clear audit
An independent, ordered and understandable analysis.
Limiting points
The disconnections that condition results.
Priorities
A sequence of actions with judgement.
Better decisions
Clarity before deciding or investing.
06 Independence
Independence to analyse.
Clarity to decide.
An external view makes it possible to understand the company without inertia, bias or hidden agendas.
Objective view
Independent judgement
Informed decisions
Clear direction
07 We start with the diagnosis
Assessing your company is the first step to making better decisions.
In 30 minutes we will understand your situation, listen to what concerns you and assess whether we can add value.
30 minutes
Just enough time to understand what you need.
Video call or phone
You choose the option that works best.
No commitment
An honest and confidential conversation.