Oriol Guitart is a seasoned Business Advisor and digital business strategist specializing in marketing and training services.
Many companies claim to use AI, but are they actually applying it with real impact, or just using it as a marketing buzzword? In this article, we analyze industries where AI is truly transforming processes—and others where the narrative outpaces reality. There’s nothing wrong with admitting we’re not using AI yet if we’re prioritizing wisely. The key isn’t just to ‘use AI’—it’s to make better business decisions.
Product-Led Growth (PLG) has transformed SaaS by making the product itself the engine of growth. But is this model exclusive to software? While applying it outside the digital space comes with challenges, brands like Nespresso, Tesla, and Gillette successfully implemented it long before the term even existed. The key lies in knowing when it works—and when it doesn’t. Can PLG thrive beyond SaaS? The answer isn’t obvious, but it’s more intriguing than you might think.
In the B2B healthcare sector, dominated by personal relationships and traditional sales, customer experience is often an overlooked area. In this environment, the need and the incentives don’t seem to align very well, especially in an industry with sales-oriented structures and processes, while marketing remains a secondary focus. However, designing personalized journeys for doctors and procurement directors is not only necessary, but it can also become a means to stand out in an oligopolistic market.
Networking isn’t about piling up business cards or adding connections on LinkedIn. It’s about building real, long-lasting relationships. Because when the time comes and we need an opportunity, it’s not about how many people we know—it’s about how many are willing to take action for us. And that only happens if three conditions are met, in this order: WANT, CAN, and KNOW HOW.
If any of these pieces are missing, your contact won’t be of much help. Want to understand how real ‘productive’ networking works?
Talent is valued, but only up to a certain age. In Spain, the labor market has turned into a “sandwich” where young people struggle to enter, and seniors are left out without warning. Those in between can seize this window of opportunity—but with an inevitable expiration date. If this trend continues, conflict is unavoidable. Are we prepared for what’s to come?
In 1979, The Buggles famously sang, “Video Killed the Radio Star.” The song captured a shift in how audiences consumed content, marking the decline of radio dominance in favor of television. Fast forward to today’s B2B marketing landscape, and we could see a similar shift: the overemphasis on sales urgency has all but strangled the essence of true marketing.
While many businesses are obsessed with the bottom line, they often overlook the importance of the middle of the funnel. By focusing too heavily on closing deals, companies risk neglecting the crucial steps that lead up to a sale. Without a strong foundation in brand awareness and lead nurturing, it’s like trying to build a house without a solid framework. It’s simply not going to stand.
According to Spencer Stuart Business Services after tracking the CMO role at the top 100 advertisers for 19 years, average CMO tenure fell to the lowest level in more than a decade. CMOs working there in the US had been at the role for just 3.3 years, half the average tenure of CEOs.
Just as the phrase ‘Why do they call it love when they mean sex?’ highlights the mislabeling of an intense emotion, we often mislabel management as leadership. This mislabeling can be detrimental, as true leadership requires a unique blend of skills and qualities that extend far beyond effective management.