Perspective on how companies grow.

Perspective on how companies grow: strategy, media, retail intelligence and venture building, written from inside the work. Written from inside the work, across Central America, Mexico and the United States.

The first 90 days of a CMO in a company that has never had one

By Alicia Aragón

Inheriting a vendor roster you didn’t choose, a budget you can’t defend and a board that expects results by Q2. The sequence that works is not the one most new CMOs run.

The first 90 days of a CMO in a company that has never had one

By Alicia Aragón

Inheriting a vendor roster you didn’t choose, a budget you can’t defend and a board that expects results by Q2. The sequence that works is not the one most new CMOs run.

The first 90 days of a CMO in a company that has never had one

By Alicia Aragón

Inheriting a vendor roster you didn’t choose, a budget you can’t defend and a board that expects results by Q2. The sequence that works is not the one most new CMOs run.

Who actually owns the growth number?

By Alicia Aragón

Marketing reports leads. Sales reports closes. Finance reports margin. When four functions each own a fragment, nobody owns the outcome — and the gap between them is where growth disappears.

The positioning test: ask three people what you sell

By Alicia Aragón

Ask your head of sales, your marketing lead and your founder to describe the company in one sentence. Three different sentences is not a communication problem. It is a revenue problem that has not surfaced in the numbers yet.

Why expansion into Mexico fails from Central America

By Alicia Aragón

The product travels. The pricing does not. The channel logic does not. The commercial cadence does not. What stays the same and what never does when a Central American company opens its second market.

Buying media is not building distribution

By Alicia Aragón

One ends when the budget ends. The other compounds. Most companies have never owned a single channel of attention — they have only rented it from platforms that raise the price every year.