Sergio Torices / The Second Question
A campaign hits its targets. Another tool gets approved. The business grows again. But what did it cost to get there?
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I'm Sergio Torices. I question the decisions behind marketing, technology and growth.
02Perspective
Madrid · Marketing & Business Strategy
Imagine a business where every dashboard is green.
Marketing brings in more leads. Sales closes with discounts. Technology ships a platform. Every team can celebrate while serving the customer costs more than the customer brings in. This is a hypothetical example, but the contradiction is real: improving each part does not guarantee a better whole. Before scaling a decision, ask what is getting worse outside its dashboard.
What the metric leaves unanswered
Are we attracting customers we can serve well?
Are we removing a constraint or making it faster?
Which cost are we multiplying along with the result?
Work / Tested in practice
Three real situations where ideas had to become work. The context matters. So do the limits of each result.
Robert Bosch Spain
Robert Bosch Spain
Ontime Logística Integral
Thinking / Read the argument
One published article and two complete notes. Three ways to look behind the result.
Published in PuroMarketing / 2018
A reflection on how social influence shapes purchasing decisions, from sales and e-commerce to word of mouth around a brand.
Note / Commercial operations
An opportunity moves forward when the buyer does something concrete: shares a need, involves someone else or agrees on a next step. Recording those signals in the CRM helps distinguish interest from a decision that is actually taking shape.
Note / CRM × Operations
Commercial fit is only part of the relationship. Serving an account also requires capacity, coordination and follow-up. CRM information should help commercial and operations teams assess those requirements together.
07Current focus
Working with commercial data at Bosch taught me that having information is not the same as being able to decide with it. Automating processes added another question: are we removing unnecessary work, or simply doing it faster?
Account management at Ontime brings those decisions to the customer's test. A promise stops being a sentence when someone has to deliver it. That is where my interest in marketing, technology and business meets: in the next decision worth examining.
09Contact
Tell me what's actually happening. A professional opportunity, a collaboration or a business conversation can start with a few lines. You do not need a perfect brief.
Tell me what is happening, what you would like to change and what you have tried. A finished brief is not necessary: a concrete situation is a good starting point.
You can share the context directly in your email.