Insights
Analysis and
perspectives.
Short notes from our work with clients and with our own businesses.
Fractional marketing direction: when it makes sense for an SME
Many SMEs need marketing leadership without having the scale for a full time director. When a fractional model is the right option and how it fits into the management of the company.
The marketing indicators management should follow
Lengthy reports rarely help decisions. Which indicators management should follow across the customer lifecycle and how to build a one page indicator framework.
AI in operations with human validation: where it creates value and how to govern it
Intelligent automation can free teams from repetitive tasks, provided there is human validation, clear rules and data protection. Where to apply it and how to organise it.
Measuring the full funnel: connecting website, campaigns and CRM
When the website, campaigns and CRM do not talk to each other, every channel seems to work and nobody knows which one brings customers. How to connect the systems so that each channel's return is visible.
GEO: company visibility in AI assistant answers
More and more customers ask an AI assistant where to go and who to hire. What Generative Engine Optimisation is and what we do to make companies appear in those answers.
From spreadsheets to an integrated operations application
How The Florist Portugal replaced spreadsheets, Heroku and Make with one app that handles orders, shipping, stock and marketing numbers.
Volume or quality: assessing leads in B2B campaigns
Lead forms on Meta can bring many contacts at a low cost. In B2B, the question is how many of them become real opportunities.
Let's talk about
your company.
An initial meeting, with no commitment, to understand the starting point and assess how we can contribute.