Alocallao is a strategic marketing and commercial planning consultancy. We work with Spanish companies that have no in-house strategy function and with marketing agencies that need a consulting layer behind them. We are the layer you don't see.
Why a Spanish company needs strategic marketing
Many small and mid-sized companies in Spain have a managing director, a sales director and a team that sells. What they lack is someone who decides where to compete, against whom and with what promise. That function is not on the org chart. The sales director covers it in spare moments, or nobody does.
The symptoms repeat. A product is launched without an entry plan. A new market is opened because a distributor turned up, not because it was chosen. Prices are set by copying competitors. Each salesperson sells their own way and nobody knows which argument works. Money goes into marketing without a baseline, and at year end nobody can say what delivered.
It is not a talent problem. It is a method problem. Good singers are everywhere. Few make it. It isn't talent: the ones who make it have planning, visibility and strategy behind them.
What we do and what we don't
We provide strategic marketing consultancy and commercial strategy. We diagnose the market, define the problem, prioritize segments, design the go-to-market, the pricing and the commercial plan, and turn all of it into a playbook your team can execute. Then we direct execution and measure against the baseline.
We are not an agency. We don't produce. Whatever needs executing is executed by your team or your current suppliers, with our brief and our review. Strategy has no color. It has results.
- 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.
Six practice areas for the Spanish market
Our portfolio is organized into six practice areas. In Spain we apply them to specific situations:
- Market strategy and positioning. For companies competing in a mature market that need real differentiation, or that want to reposition a business line.
- Go-to-market and launch. To launch a product or service with a defined segment, channel and sequence, and to move into other markets. We cover it in go-to-market plan and multi-market launch.
- Commercial architecture and pricing. To bring order to the offer, the tiers and the discount policy. See pricing and packaging.
- Playbooks and sales enablement. For sales teams that sell without a shared method. See commercial playbook.
- Measurement and governance. For leadership teams that want to know what is measured, who decides and how often it is reviewed.
- Outsourced strategic direction. For companies that need the strategy function without having it on payroll, and for agencies that need a strategy layer.
The detail of each area and its products is in services.
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 areaGo-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 areaCommercial architecture and pricing
How the offer is packaged, priced and sold. And who sells it, against which targets.
Pricing and packagingCommercial planSee the practice areaPlaybooks and sales enablement
Strategy turned into a working method for the team that sells.
Commercial playbookTalk tracks and sales narrativeCorporate trainingSee the practice areaMeasurement 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 areaOutsourced strategic direction
The strategy function, without having it on the payroll. For companies and for agencies.
Full strategic layerStrategy partner for agenciesSee the practice areaHow we work: three phases, three contracts
We work in three phases. Each one is contracted separately. The next one doesn't start until the previous one is closed. First Diagnostic and Strategy, with the baseline set. Then the Playbook. Then Strategic direction of execution. The detail is in our method.
Phase 1: Diagnostic and Strategy
Understand the market and the problem before proposing anything. The baseline is set.
Includes
- 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.
Includes
- 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.
Includes
- Direction of third-party execution
- Periodic review
- Committee with leadership
- Replanning
Deliverable: Periodic report and committee.
Remotely, on a fixed cadence
The work is done remotely: interviews, analysis, working sessions, presentations to leadership, workshops with the sales team and steering committees, on a cadence agreed in the proposal. We know Spanish companies well, including those that sell beyond the big capitals.
The practice is led by partners Marcos Castaño and Mario Pérez Lianes, Spanish consultants with experience in the Spanish, US and Dominican markets. Whoever runs the diagnostic directs the project to the end. More about us in about.
For companies and for marketing agencies
We work with two kinds of client. Companies in any sector without an in-house strategic marketing function: we explain it in strategic marketing consultancy for companies. And marketing agencies with production capacity but no consulting layer: we sign with the agency, the client remains the agency's client, and trabajamos a lo callao (we work quietly, behind the scenes).
If your company also operates, or wants to operate, in the Dominican Republic, we have a dedicated hub for the Dominican Republic.
What happens after you get in touch
- You book a diagnostic call through the Cal.com calendar.
- First meeting: we listen to the problem, ask about the data that exists and tell you whether we are a fit.
- If we are a fit, we send a proposal for phase 1, Diagnostic and Strategy, with scope, timeline and deliverables.
- You decide. No commitment to later phases.
Strategic marketing services in Spain
Strategic marketing consultancy in Spain
What a strategic marketing consultancy does for a Spanish company with no strategy function: diagnostic, playbook and direction, with signed measurement.
Go-to-market plan: from product to sales
How to build a go-to-market plan that turns a product that exists into a product that sells: segment, channel, value proposition and sequence.
Multi-market launch strategy
Coordinated launches across several markets for Spanish companies that export or expand, with market-by-market adaptation and shared governance.
Pricing and packaging consultancy
Price structure, tiers, offer packaging and discount policy, so that price stops being set by watching competitors.
Commercial playbook for sales teams
A commercial playbook turns strategy into a working method for the sales team: action sheets, talk tracks and a dashboard.
Strategy layer for marketing agencies
White-label strategy partner for marketing agencies whose clients ask for launch plans, go-to-market or playbooks the agency doesn't build.
Frequently asked questions
It is the function that decides where to compete, against whom, with what offer and at what price, and how it is measured. It doesn't produce campaigns or assets. It diagnoses, plans, directs third-party execution and measures against a baseline.
An agency produces and executes. We design, brief and review. The client decides. We direct. Third parties execute. That is why we also work with agencies, as their strategy layer.
We work with companies in any sector that have a sales team and a product on the market but no strategy function. Fit is decided in the first meeting, not by size.
Remotely, on a cadence agreed in the proposal, including presentations to leadership, workshops and the playbook kickoff. It doesn’t matter which city your company is in.
With data. Before acting, we set the baseline: what is measured, from which source and how often it is reviewed. Every period you see the result against that starting point and we decide in committee what continues and what changes.
No. Each phase is a separate contract. You start with Diagnostic and Strategy and, once it is closed, you decide whether to continue. We explain it in the method.
Let's talk about your market
Book a diagnostic call on Cal.com. In the first meeting we look at the problem and, if we are a fit, we send you the phase 1 proposal.
Book a diagnostic