Alocallao | Strategic Marketing Consultancy

The layer you don’t see behindcompanies., agencies., the Dominican Republic., Spain.

The strategy and commercial planning layer behind companies and agencies in the Dominican Republic and Spain.

We are the layer you don’t see
Strategy has no color. It has results
Trabajamos a lo callao
The client decides. We direct. Third parties execute

01Thesis

Alocallao is a boutique strategic marketing and commercial planning consultancy. We diagnose the market, write the playbook and direct whoever executes it. No noise, no brand when it isn’t ours to show, and measurement signed from day one.

Good singers are everywhere. Few make it. It isn't talent: the ones who make it have planning, visibility and strategy behind them.

Alocallao is the strategy behind the ones who make it.

02Who it’s for

We work for two kinds of client.

Companies

You have a product, a sales team and suppliers who execute. What you lack is someone to decide where all of that is going and to measure it.

We act as your strategic marketing and commercial planning function: we run the diagnostic, write the playbook and direct whoever executes.

For companies

Agencies

Your client asks for a launch plan, a go-to-market or a playbook. Your agency creates and produces, but it doesn't have that layer.

We are your white label strategy partner. We sign with you, the client stays yours and the work goes out without our brand.

For agencies

03Funnel

A funnel with a tool at every level.

We don’t start with the campaign. We start with the market and work down, level by level, to the customer. Every step has a deliverable and someone accountable for it.

From market to customer

Market
01 Market assessment
Segments
02 Winnability matrix
ICP
03 Ideal customer profile
Decision-makers
04 Decision-maker map
Opportunities
05 Activation sequence
Customers
06 Action sheet and committee

Every level of the funnel has a tool and a deliverable. Illustrative.

04Areas

Six practice areas.

Each area groups specific products with defined deliverables. They are contracted within the method, never on their own and never without a diagnostic.

Market strategy and positioning

Where to compete, against whom and with what promise. The foundation for every other decision.

Market AssessmentSegmentation and ICPPositioning and value propositionSee the practice area

Go-to-market and launch

From a product that exists to a product that sells. Segment, channel, sequence and timeline.

Go-to-Market StrategyMulti-market launch planMarket EntrySee the practice area

Commercial architecture and pricing

How the offer is packaged, priced and sold. And who sells it, against which targets.

Pricing and packagingCommercial planSee the practice area

Playbooks and sales enablement

Strategy turned into a working method for the team that sells.

Commercial playbookTalk tracks and sales narrativeCorporate trainingSee the practice area

Measurement and governance

What gets measured, who decides and how often it is reviewed. Without a baseline, there is no result to defend.

KPI framework and dashboardPeriodic reviewSee the practice area

Outsourced strategic direction

The strategy function, without having it on the payroll. For companies and for agencies.

Full strategic layerStrategy partner for agenciesSee the practice area

05Products

What we solve.

Products with a defined deliverable, grouped into six practice areas. Each one leads to its area.

06Method

Three phases, three contracts, no skipping.

First we measure and diagnose. Then we write the playbook. Finally we direct execution and review the result against the baseline.

See the full method

Phase 1: Diagnostic and Strategy
Understand the market and the problem before proposing anything. The baseline is set.
- Market assessment
- Operational definition of the problem
- Segmentation and ICP
- Map of decision-makers and channels
- Positioning and strategic thesis
- KPI framework and baseline
Deliverable: Strategy document and presentation to leadership.
Phase 2: Playbook
The strategy becomes actions with an owner, cost, KPI and date.
- Method layer and local layer
- Action sheets
- Dashboard
- Governance
- Execution budget per period
Deliverable: Playbook and kickoff.
Phase 3: Strategic direction
We direct third-party execution and review results against the baseline.
- Direction of third-party execution
- Periodic review
- Committee with leadership
- Replanning
Deliverable: Periodic report and committee.

Who does what

01Clientdecides
02Alocallaodirects
03Third partiesexecute

Periodic report

The division of roles we don’t negotiate.

07Markets

Two markets, one method.

We work in the Dominican Republic and in Spain. The method is the same; the local layer changes: decision-makers, channels, vocabulary and pace.

08Limits

What we don't do.

Branding and identity
Digital marketing, social media and media buying
Websites, landing pages and development
Production of assets, content, audiovisual work and events
Hiring or outsourcing of personnel
Campaign execution

We design it, brief it and review it. Whoever produces it today keeps producing it.

09Team

The team.

Spanish partners with experience in the Spanish, US and Dominican markets, leading every project. Whoever runs the diagnostic directs the project to the end: no intermediaries, no change of contact and a first and last name on every deliverable. That is how we work a lo callao (quietly, behind the scenes).

Marcos Castaño

Partner. Strategy consultant.

Mario Pérez Lianes