Your company has a product, customers and a team that sells. What's missing is the function that decides where to compete, with what offer and how it is measured. That is the function we cover as a strategic marketing consultancy.
The problem: a company that sells without a written strategy
In many Spanish companies, marketing strategy exists only in leadership's heads. There is a sales director who manages the accounts, a marketing manager who executes activities and suppliers who produce what they are asked for. Nobody is tasked with thinking about the market as a whole.
The result is easy to recognize:
- Market decisions are made by opportunity, not by choice. The company enters wherever a distributor or a large customer appears.
- Positioning is not written down. Everyone in the company describes the offer differently.
- Prices are set by watching competitors and defended with discounts.
- The sales team has no shared method. What works depends on who is selling.
- Marketing money is spent without a baseline. At year end nobody can say what worked.
Hiring a full-time strategy director is a big decision. Many small and mid-sized companies don't make it, or keep postponing it. In the meantime, nobody does the job.
What a strategic marketing consultancy does
A strategic marketing consultancy doesn't produce campaigns. It decides what needs to be done, turns it into an executable plan and directs whoever executes it. At Alocallao we do it in three blocks.
Diagnostic of the market and the problem
We analyze the market, the competition and the current portfolio. We define the problem in operational terms: what needs to change, in which segment, measured by which indicator. We prioritize segments and map the ideal customer profile and the decision-makers. And we set the baseline: where the company stands today, measured.
Executable plan
The strategy becomes a commercial playbook: action sheets with an owner, cost, KPI and date. If needed, it includes the go-to-market plan for a product or a review of pricing and packaging.
Direction of execution
We don't execute what we direct. Your team and your suppliers execute; we direct, run a periodic review and replan with leadership. The client decides. We direct. Third parties execute.
Three phases, three contracts, no skipping
We work in three independent phases. Each one is contracted separately, and the next one doesn't start until the previous one is closed. That way the company decides with information at every step and doesn't sign a long project blind. 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.
How we work with Spanish companies
There are four rules we don't change from one project to the next:
- Measurement before action. Without a baseline there is no result you can defend in front of leadership.
- Diagnostic before playbook. We don't write a plan for a problem we haven't defined.
- Signed measurement. We sign off on what is measured, how, and how often it is reviewed.
- The client decides, we direct, third parties execute. Every party knows its job.
Strategy has no color. It has results.
What a strategic marketing consultancy doesn't do
Better to say it early so nobody wastes time. We are not an agency and we don't produce. If your company needs execution, it is done by whoever does it today: your team, your agency or your suppliers. We write the brief, set the KPI and review the result.
- 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.
How we work
The work is done remotely, on an agreed cadence: analysis, the presentation to leadership, workshops with the sales team, the playbook kickoff and steering committees.
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 on how we work in about and on the page for companies.
If your company wants to sell outside Spain, the diagnostic can include a multi-market launch strategy. And if you work with an agency that needs a strategy layer, see how we work with marketing agencies.
What your leadership team receives
Each phase ends with a deliverable that leadership can read, discuss and decide on. No reports that end up in a drawer.
- At the close of phase 1: a strategy document and a presentation to leadership. Market, defined problem, prioritized segments, ideal customer profile, positioning, strategic thesis, KPI framework and baseline.
- At the close of phase 2: the playbook with its action sheets, the dashboard, the governance model and the execution budget per period. Plus the kickoff with the team.
- During phase 3: a report every period with results against the baseline, deviations and adjustments, and a steering committee to decide.
What leadership doesn't receive is a promise of numbers. It receives a system for knowing, every period, what happened and why. To see how the work is organized in detail, see the measurement and governance practice area.
What happens after you get in touch
The process is short and commits you to nothing:
- You book a diagnostic call on Cal.com.
- In the first meeting you tell us about the problem, what data exists and who makes decisions in the company. We tell you frankly 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.
- Your leadership decides. Phase 2 is only proposed once phase 1 is closed.
Frequently asked questions
When the company has a product and a sales team but nobody is tasked with deciding where to compete, with what offer and how it is measured. Also before a launch, an entry into another market or a price change.
No. We work with them. The sales director keeps running sales and the marketing team keeps executing. We bring the diagnostic, the plan and the strategic direction.
A strategy document and a presentation to leadership: market, defined problem, prioritized segments, positioning, strategic thesis, KPI framework and baseline.
Yes. That is outsourced strategic direction: the equivalent of a fractional strategy director, with a periodic steering committee.
No. We work with companies across Spain. The work is remote, on an agreed cadence.
Start with the diagnostic
Book a call on Cal.com. A first meeting to understand the problem and, if we are a fit, a proposal for phase 1, Diagnostic and Strategy.
Book a diagnostic