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The #1 Critical Element Missing from Your 2026 Marketing Strategy
13 ideas de marketing sacadas de «The #1 Critical Element Missing from Your 2026 Marketing Strategy», de Perpetual Traffic. Sobre todo de medición y…
- 13 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 45 min
- Publicada en 2025
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Ingeniería inversa de metas de adquisición a partir del CAC admisible
Medición y experimentosPara proyectar las metas de adquisición, se debe aplicar ingeniería inversa calculando el número exacto de clientes necesarios en función del presupuesto disponible y del costo por adquisición (CAC) máximo que el negocio puede y está dispuesto a pagar.
been obviously talking about goals here. Feel free to download the NCAT calculator, which you can reverse engineer exactly how many customers you need as long as you know what you can afford and are willing and able to pay to acquire a customer. You can do that over at your11.com forward slash NCAT or
Escúchalo en el minuto 43:52
Incluir al personal de primera línea en el rediseño de experiencias y la planificación estratégica
Retención y relación con el clienteAl rediseñar la experiencia del cliente o establecer metas estratégicas, es recomendable convocar a representantes de todos los niveles operativos (como personal de limpieza, atención directa o logística) y no únicamente a los directivos. El personal de primera línea observa a diario problemas, comportamientos y fricciones reales que la alta dirección no percibe, lo que enriquece drásticamente la toma de decisiones.
cruises, Carl came and said, Hey, we want to re-envision some of the different onboard experiences for these two new ships that are being built. So my team had gathered 60 key decision makers within the are on ship. Like those are interacting with the guests on a daily basis. We brought someone who was a housekeeper because she's the one that sees everything that no one else wants to talk about. Right. Like what's happening behind doors. We brought the admin staff. We brought a few younger interns. We had 60 people came together for this collective decision. I'm not saying anyone's going the…
Escúchalo en el minuto 30:23
Alineación entre lo que el cliente quiere y lo que realmente necesita
Investigación de mercado y clienteEs indispensable extraer con precisión qué es lo que el cliente realmente quiere y necesita antes de entregar una solución; si se promete o entrega en función del deseo equivocado, el cliente juzgará al negocio por no haber resuelto su verdadera necesidad.
extracting what is it they actually want and need. Because if you're delivering for the wrong want, you're going to be held accountable to a need you couldn't fulfill.
Escúchalo en el minuto 40:20
Medición y experimentosFijar un objetivo únicamente en ingresos brutos es vago e insuficiente. Una meta de facturación debe desglosarse en sus palancas operativas reales: si el crecimiento vendrá de captar más clientes, incrementar el valor promedio de orden (AOV), extender la retención y el LTV, o mantener una ratio de eficiencia de marketing (MER) específica.
like, they'll have a goal of like, yeah, I want to do this amount of revenue, but they're not dialing deep enough into it. It's like, okay, but is that revenue coming? Like, just, are we just talking about revenue? It feels like a lazy type of goal versus like, if you're, if you're trying to do X number in revenue, okay, I understand, but I would employ like you and I talked earlier. It's like, well, are you trying to double your customers? Are you trying to increase your average order value? Are you trying to increase the retention time? Like if you have people that stay with your agency for…
Escúchalo en el minuto 18:08
Medición y experimentosPara fijar metas de crecimiento realistas, se debe hacer ingeniería inversa desde el objetivo de facturación: descomponer cuántos clientes se requieren, qué porcentaje comprará cada producto de la gama (alta, media o baja), qué tasa de retención se necesita y cuál es el costo máximo admisible de adquisición de clientes (NCAC).
customers, then we could do the math backwards and figure out what that means for revenue. What do you want that product mix to be? And now we're actually talking about like, we're having a real business conversation here. So, and then if you pull that out and I think it was, they stratified it with 50% of their new customers they wanted in their high end product. It was 35% in and around there for the middle product and then 15% for the low end product. And so we added that all up and we figured out, okay, that is taking you from 10 million, their higher end product. So what would that mean…
Escúchalo en el minuto 20:16
Medición y experimentosPara fijar metas de crecimiento realistas, se debe hacer ingeniería inversa desde el objetivo de facturación: descomponer cuántos clientes se requieren, qué porcentaje comprará cada producto de la gama (alta, media o baja), qué tasa de retención se necesita y cuál es el costo máximo admisible de adquisición de clientes (NCAC).
customers, then we could do the math backwards and figure out what that means for revenue. What do you want that product mix to be? And now we're actually talking about like, we're having a real business conversation here. So, and then if you pull that out and I think it was, they stratified it with 50% of their new customers they wanted in their high end product. It was 35% in and around there for the middle product and then 15% for the low end product. And so we added that all up and we figured out, okay, that is taking you from 10 million, their higher end product. So what would that mean…
Escúchalo en el minuto 20:16
Escalar la inversión publicitaria exige aumentar en paralelo el volumen creativo y el soporte operativo
Canales de adquisiciónAumentar de golpe el presupuesto publicitario (por ejemplo, en 100.000 dólares al mes) requiere invertir proporcionalmente en la producción de creatividades para sostener el gasto, además de prever el impacto en software y capacidad operativa para entregar el servicio ante un crecimiento sostenido de clientes.
penetrate? Is there new investments into marketing? If you're going to be increasing your ad spend, say $100,000 a month, you need to have the creative investment that supports that additional ad spend. You need to be mindful of like operational level, like what is the impact if you're taking on an additional 20% growth of customers month over month, you need to understand like, are there any software implications that are going to need to be like upgraded or increased like those small things
Escúchalo en el minuto 25:27
Medición y experimentosPara lograr un crecimiento significativo, la dirección debe definir metas de negocio claras (a 1, 3 o 5 años) y desglosarlas en cascada por trimestre, mes y departamento, comunicándolas con total transparencia a agencias y equipos internos. Las metas operativas no deben ser métricas aisladas de canal (como buscar un ROAS de 2x en Facebook o un volumen aislado en email marketing), sino que cada táctica debe responder…
you want to achieve in 2026, 2027, 28? Usually a one year, three year, five year goal is the most important thing. And then direct your marketing department and or your agency to achieve that goal. And oh, by the way, make it transparent. Tell them what you want. They're your partner. they don't communicate from the top what the true north is. And then having that being broken down by department, by quarter, by month, by week down. I see that people have goals, but it's aligned to know I can do this versus having that incrementality mindset of what's my contribution to the overall goal? If…
Escúchalo en el minuto 11:13
Integrar diversas generaciones y personal operativo para evitar marketing desconectado del cliente real
Investigación de mercado y clientePara evitar campañas desconectadas de la demografía real que visita los puntos de venta, las empresas deben incluir en la planificación estratégica a personal de distintas generaciones y áreas operativas en lugar de concentrar las decisiones en cúpulas directivas alejadas del consumidor actual.
is a Disney one, but there is another high enterprise client that we consult with. Um, they were so out of touch that their entire fiscal year marketing plan was around the English speaking family when their largest growing division were Spanish speakers. They had nothing to accommodate the massive population that is flocking to their environment. Like, I, like it was so tone deaf that when we were brought in, all of the stores rejected all of the marketing collateral because they said it will be embarrassing to put this in our storefronts because it is so disconnected from who our consumer…
Escúchalo en el minuto 35:27
Indagar con múltiples «porqués» para descubrir el verdadero objetivo de negocio detrás de una táctica
Medición y experimentosAl fijar metas de marketing aparentemente tácticas (como optimizar costos publicitarios), es necesario profundizar preguntando iterativamente «¿por qué se quiere lograr esto?» hasta llegar a la visión estratégica y necesidad fundamental del negocio.
I know. Well, we'll think back to the example that I just said, like, we want to make our Facebook ads more efficient. Like that was the goal until it was like, why do you want to do that? Why do you want to do that? Like keep asking that question. So in most cases you can go all the way through to the why to find the actual why of your business, which I do in this case. And I've done this plenty of times in boardrooms where I go, all right, well, why do you want that? Why do you want this? And then you actually figure out what their vision is. I think Charles doing talks about like the power…
Escúchalo en el minuto 39:37
Involucrar a los perfiles de ejecución en la fijación de objetivos y cambios estructurales
Estrategia y decisiones de negocioAl planificar metas trimestrales o reestructurar modelos operativos (como la facturación o flujos de trabajo), es conveniente integrar a los roles que ejecutan el trabajo diario (copywriters, project managers o contratistas). Conocen los matices operativos sobre el terreno para prevenir el caos y ejecutan con mayor compromiso al haber participado en la decisión.
leadership team. So I want their opinions, I want to tell I want them to tell me what they think. But I also want them to feel like a part of the goal setting. So this is also a leadership strategy as in and day out, I think it's really important for goal setting, especially right now, to be done with them, because you all get on the same page, you're all equally motivated, because you want to ultimately, building something great. And if they're a part of the goal setting, and then they're a part of the execution, you've achieved something fairly remarkable as a leader, because you are…
Escúchalo en el minuto 26:59
Estrategia y decisiones de negocioUna vez definidos los objetivos numéricos de clientes e ingresos, se deben desglosar trimestre a trimestre (Q1-Q4) los recursos e inversiones requeridos, calendarizando las contrataciones clave necesarias en cada área para poder ejecutar las metas.
within 90 minutes, if not less, depending on where you guys are. I would actually push you to have even deeper conversations, which is okay. Once you've established what those are, you need to then look at what resources do you have available in which you can achieve it. And then what are the additional resources you're looking at investing? I'm not saying this is necessarily going to work for everyone, but this has been working for me at least, where it's like, we're mapping out what do we want from 2026. And then I have like our sheet where it's like Q1, Q2, Q3, Q4, with key hires that need…
Escúchalo en el minuto 24:23
Riesgo de desalineación entre incentivos individuales y objetivos globales del negocio
Medición y experimentosCuando los gestores de marketing optimizan presupuestos basándose en KPIs aislados para cobrar bonos personales, pueden deteriorar el rendimiento y los objetivos globales de la empresa. La falta de transparencia sobre la estrategia general del negocio impide ejecutar el marketing de forma alineada y rentable.
It totally does. Cause the marketing manager is going to ask to position your efforts towards their growth metrics. Like I literally had this conversation a few weeks ago where someone was like, my performance bonus is a hundred percent based on this KPI. So I need you to shift budgets and help me get my holiday bonus. I'm like, okay, but that's contrary. You want to put budgets in something that's going to deter the overall objective for the account. And their direction was, yes, I understand, but it's my income. And I was like, what are you doing? Unfortunately, I'm able to coordinate and…
Escúchalo en el minuto 15:43
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