Marketing de influencers, the Spanish-language term for influencer marketing, describes the practice of partnering with creators to reach and influence target audiences through trusted, personal content. The term has gained traction as brands operating across Latin America, Spain, and US Hispanic markets look for frameworks that speak to the cultural and commercial realities of those…
Digital platform strategy is the discipline of deciding which platforms your business commits to, how each one serves a specific commercial purpose, and how they connect to form a coherent go-to-market system. Done well, it focuses your resources and compounds your results. Done badly, it turns your marketing team into a content factory with nothing…
McKinsey’s marketing frameworks are some of the most widely referenced in the industry, covering everything from go-to-market strategy to customer decision journeys and commercial transformation. Whether you work inside a large organisation or advise one, understanding what McKinsey actually says about marketing, and where it holds up under commercial scrutiny, is worth the time. This…
McKinsey’s People and Organizational Performance Practice is the firm’s dedicated capability for helping companies build the organizational structures, talent models, and cultural conditions that drive commercial performance. For marketers and growth leaders, it matters because most go-to-market failures are not strategy failures. They are organizational failures dressed up as strategy failures. Understanding how McKinsey frames…
Media procurement transformation is the process of redesigning how organisations buy, govern, and evaluate media investment, shifting from cost-focused purchasing to value-focused decision-making. Done properly, it connects media buying to business outcomes rather than rate cards, and gives finance and marketing a shared language for what media is actually worth. Most organisations are not doing…
Strategy and workforce planning belong in the same conversation. When they are treated as separate exercises, you end up with a commercial plan that nobody has the people or capability to execute, and a hiring plan that was built around last year’s priorities. Most marketing functions get this wrong not because they lack ambition, but…
Personalization at scale means delivering relevant, individualized experiences to large audiences without sacrificing the commercial logic that makes personalization worth doing in the first place. Most organizations get one of those two things right. Very few get both. The failure mode is almost always the same: teams invest heavily in the technology, build out segmentation…
Social commerce in the United States is growing fast, but most brands are still treating it like a content channel with a checkout button bolted on. The opportunity is real. The execution, for the majority of brands, is not. Understanding the structural difference between a social commerce strategy that generates revenue and one that generates…
LLMs like ChatGPT and Gemini are changing search behaviour in ways that most marketing teams have not fully accounted for yet. Instead of clicking through a list of results, a growing number of people are asking a question and getting an answer directly, often without visiting a single website. For marketers who built their content…
The Rule of 40 is a performance benchmark used in SaaS to evaluate whether a company is balancing growth and profitability effectively. It states that a SaaS company’s revenue growth rate plus its profit margin should equal or exceed 40. A company growing at 30% with a 15% profit margin scores 45, which is considered…
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