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Marketing and SalesHow to Align Marketing and Sales: Two Teams, One Customer
Aligning marketing and sales requires a shared target customer, compatible metrics, responsible lead handovers and one coherent customer journey.
Read the article →English adaptation: This page may provide a shorter overview than the Portuguese original. For the complete text and additional detail, consult the Portuguese version.
What you will find in this section
Marketing and sales should work towards the same customer and business outcomes. The articles in this category explore customer needs, brand positioning, sales strategy, conversion and retention, with careful attention to contribution margin and measurable results.
How to use these articles
Start with the question you face: targeting the right customers, aligning a campaign with the sales pipeline, defending prices, reducing attrition or communicating a product's value. Use the examples as frameworks and check which assumptions apply to your market.
Available articles
Marketing and Sales
Marketing and SalesHow to Build a Sales Strategy for an SME
An SME sales strategy should decide whom to serve, how to differentiate and which profitable sales actions to prioritise and measure.
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Marketing and SalesWhy Do Businesses Lose Customers?
Customer attrition often starts before the final purchase. Understand unmet promises, service failures, changing needs and the economics of retention.
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Marketing and SalesHow to Increase Sales Without Cutting Prices
Eight practical ways to increase sales through segmentation, value demonstration, conversion and stronger relationships without automatic discounting.
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Marketing and SalesAIDA: Applying Attention, Interest, Desire and Action in Sales
AIDA—Attention, Interest, Desire and Action—helps structure messages, but should be tested against real customer behaviour and qualified results.
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Marketing and SalesThe BCG Matrix in 2026: Is It Still Useful for Products and Brands?
The BCG growth-share matrix remains a portfolio discussion tool, but its quadrants need profitability, cash and customer analysis.
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Marketing and SalesBrand Personality: Why Some Brands Build Bonds Beyond the Product
How a brand’s perceived personality relates to identity, positioning and consistent customer experience, with a fictional SME example.
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Marketing and SalesEmotional Intelligence in Marketing and Sales: Understanding People to Build Valuable Relationships
Emotional intelligence in marketing and sales: self-awareness, active listening, responsible negotiation and constructive complaint management.
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