The most crucial mission in my last role before my MBA was to improve Customer Loyalty putting forth initiatives on all the 150 airports that the biggest airline in Latin America flew at that time. Customer Loyalty was the top performance indicator on the Customer side of the company. When…

In the previous weeks, we have been going through the growth funnel to figure out how to maximize the potential of every step to achieve sustainable revenue growth. In this article, I’ll review the Revenue stage of the Growth Funnel that is about how a company will make money from…

Customer Retention is one of the most critical stages of the Growth Funnel. After all your hard work to acquire customers and make them use your products, the retention of those customers must be of your top priorities. Your revenue growth will not be sustainable unless you manage to maintain…

Customer Activation is the third step of the Growth Marketing funnel after Awareness and Acquisition. It’s essential to understand what the difference with the latter is. Customer Acquisition is to achieve the formalization of a relationship through the subscription to a newsletter, free trial, mailing list, document download, creating an…

In the journey of understanding, planning, and running the growth funnel, we discovered that the first stage was generating awareness of your brand. Do you remember how to use the Brand Personality Test and Berger’s 6 STEPPS? If not, check my previous article How to think about brand awareness. …

I will never forget when my professor of Social Media Management, Ben Shields, Senior Lecturer in Managerial Communication at the MIT Sloan School of Management, told the class about the Brand Personality Test: If your brand would walk into the room: How would it look like? …

Let’s start with the basics: Do you know the difference between Marketing and Growth? Sudip Chhatui, in his article Growth vs. Marketing: The real difference nobody is talking about declares: Growth is a data-driven approach that is based on iterating and reiterating strategies to arrive at the end goal, whereas…