Articles referring to traditional marketing

Tom Peters: The business excellence in a disruptive era

Tom Peters based their strategy to survive in the new era in which we find in 11 truths about leadership, explained during his lecture ExpoManagement 2004: Business Excellence in a Disruptive Age.

(This article I wrote in May 2004 to and had lost ... it public again because I think what Tom Peters told us in 2004 is still valid today for our companies)

It's been four days since the end Expomanagement. Now I start to digest everything that was said in Congress, because the truth is that after attending the 11 conferences of the main "gurus" of management was completely jammed with information and new ideas. I needed to sit down and write and make drawings, to begin to structure the chaos in my mind.

Of the 11 conferences, which struck me most was the Tom Peters. I was shocked not because say 3,000 people (mostly men), which should give power to women managers, not because we were screaming and "hitting fights" for a couple of hours, but by the turning of attending one of his lectures. You just replanteándotelo everything and salts determined to act to change the conventional structures.

The phrase that sums it all up:

“If you don’t like change, you’re going to like irrelevance even less”.

Let us begin:

The 11 truths of leadership:

1. Talent Management:

In the era of "added value" through the imagination, creativity and intellectual capital, the most important thing in a business is the recruitment, development and retention of talented people out of the ordinary.

Great leaders rely on the talent of his team. The mission of a leader should be to develop and manage talent of his team.

He quotes from David Ogilvy: "Our business needs a massive transfusion of talent, and talent, I think, it is usually between nonconformists, dissidents and rebels.”

For Tom Peters, companies should not "manage career"Of its employees. They must offer them opportunities to develop their own personality, so that they can handle themselves direct their own career. Life should be seen as a project for each person, step by a company must be part of a personal project. The company should help carry out this project.

2. Metabolism management of a company:

The interaction between entrepreneurship, competition and invention, each time moves faster. The mission of a leader is to increase and manage the ratio of this interaction in your organization.

Tom Peters suggests that to improve this ratio, strategic business meetings are conducted several times a week instead of several times a year.

Quote from Mario Andreotti: "If things seem under control, you're not doing it fast enough”.

3. Technology Management:

Internet and other technologies associated with the network, are changing everything. The leader of a company should be directly responsible for the implementation of new technologies in your business (boring it).

4. Management Barriers:

Cita de Frank Lekanne Deprez & René Tissen "The organizations we created have become tyrants. They have taken control, keeping us chained, creating barriers that slow us rather than help us in our business. The lines we draw on our precious organization charts, have become walls for no one can climb, penetrate or even see what lies beyond.”

With this appointment, Tom Peters illustrates what for him is one of the main problems of today's companies: bureaucracy and processes.

In his view, the only solution to survive in the new era in which we live, is tear down these barriers and completely redesign the structure and business processes. To this it suggests that the eBusiness implementation at all levels of our organizations can help greatly to achieve this goal.

5. Management of Oblivion:

The new competitive reality, you need to give back to those and everything that brought us here. Every leader needs a formal strategy, to forget what he has learned.

Cita de Dee Hock: “The problem is not how to have new lines of thought in your mind, but how to let go of old.”

6. Management Metaphysics:

new values ​​are emerging. Every time we move further into a world where products and services are ethereal. A leader must be aware of these changes.

Tom Peters suggests that the leader of a company is also the MIC of the company ( "Metaphysician-in-Chief”).

Quote Kjell Nordstrom and Jonas Ridderstråle (Funky Business): “The 'surplus society' has a surplus of similar companies, employing similar people, with similar education, with similar ideas, producing similar things, with similar prices and similar quality.”

Tom Peters argues that many companies have defined "best practices" now all act the same way.

For Peters the secret is to focus on the experiences that our client gets acquiring our product. To my knowledge this is the most important part of the conference. The "philosopher's stone" of the new era: focus on experiences, not products.

For Harley Davidson (lecture by Richard Teerlink, President of Harley Davidson) and it became clear that the strategy for the conversion of Harley was based on selling experiences, not products "We focus on giving the customer reason to go on a motorcycle"... And the way you sell a bike, but the important thing is to convey all that emotionally get when driving a Harley.

Transmitting Harley experience "Rebellious lifestyle

What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Peters illustrates this with other examples:

  1. Selling Toys: Focus on communicating the care of children. Sales of sportswear: focus on assisting sporting events. Sale of flatware: focus on the experience of eating out.
  2. Selling garden tools: Focus on landscaping services. Car sales: focus on repair and car maintenance.
    The secret is to emotionally connect with the customer and focus on differentiation focused on customer experiences. Obviously you have to have a good product, but what management intends Metaphysics is that you focus on experience rather than the product.

7. Opportunity Management

There are 2 groups both forgotten all marketing strategy and product: women and people between 45 and 65 years. These two segments offer great opportunities for the leader who knows how to reach them.

Opportunity 1: Women

Según datos mostrados por Peters, las mujeres toman la decisión de compra del 94% de los productos que forman parte de un hogar, del 92% de los destinos vacacionales, del 66% de los ordenadores personales domésticos, del 68% de los coches. En líneas generales, las mujeres toman la decisión de compra del 83% de todas las compras. Pero son las grandes olvidadas de los directores de marketing. Según datos de Martha Barletta, de Marketing to Women, el 91% de las mujeres piensan que los anunciantes no las entienden y el 58% además se sienten disgustadas con los anuncios que ven.

For Tom Peters, the essence of marketing to women is to be aware that a woman does not buy a brand, adheres to a brand becomes part of it. The main thing for a woman is the connection with other women, and this can make it through a brand.

Peters's advice is: "first connect women among them and then connect them to the brand". (When you ask a girl "How was school? ", It's natural to tell you chapter and verse how he has gone on and tell you about all her friends. When you ask a child, simply replies "I went well.”)

My personal opinion about it, as a woman and marketiniana is that we are indeed a forgotten target. Forgotten even by ourselves. Because I confess that in the marketing plan no special actions are included to capture women, just think globally and act. And that is precisely the error that Peters commits the vast majority of planners. And therefore, it is a great opportunity for those who know her. (I take good note and promise to correct).

Opportunity 2: between 45 and 65 years old

The figures Peters offers to illustrate this opportunity, say it all:

Between 2000 and 2010, the segment of people between 18 and 44 years will decrease by 1%. The segment of over 55 years of age will grow by 21%. Moreover, specifically, the segment of people between 55 and 64 years will increase by 47%.

Paradoxically, even though those over 45 will be a major segment and with great purchasing power (all mortgages are paid), almost no products (other than pension plans) that target them specifically.

Peters sees here a great opportunity for those leaders who know how to use it. His advice to do is focus on innovations and systems of delivery of the goods.

8. Portfolio Management:

We must think of each of the parties mentioned in the above (our talented employees, customers, suppliers, leaders, projects, initiatives, etc ...) in terms of portfolio. The key question is: "It is our portfolio as strange as these strange times demand? ". The leader of a company must think like you would a venture capital firm: creating and managing diverse portfolios strategically, not realizing an overall strategy for all parties involved.

Mark Twain quote that illustrates this point: "The best swordsman in the world should not fear the second best swordsman in the world; not, who should fear is an ignorant antagonist who has never had a sword in his hand; It not is acting as it should, so the expert is not prepared to fight him; It does things that just should not do and surprising the expert and beating him.”

Transposing this quote to the business world would come to tell us that to grow a company needs to break vicious circles of competition and imitation. Tom Peters proposes to ask ourselves if we used rare enough to represent the rare society. also it proposes to establish a coefficient of rarity in our company with a scale of 1 to 10.

9. Error Management:

To err is more important than ever in the age in which we live. The error rate is the best indicator of the rapid adaptation of a company of its time. A good leader must "manage"Processes of error (literally said it).

Cita de C. Northcote Parkinson: “Perfection is achieved only in companies that are about to collapse.”

That is, in times where innovation is one of the pillars of the company, should encourage people to take risks and therefore make mistakes. Of these errors will encourage knowledge and creativity at all levels end up finding what really makes the difference and will catapult us to success.

10. Case Management:

A good leader creates a "cause", not a business. The business will operate from the time that all employees, suppliers and customers to work for a common cause.

Cita de Richard Brandson: “I've never thought of myself as a businessman. What has always mattered to me is to create things that I feel proud.”

Cita de Howard Gardner (Leading Minds: An anatomy of Leadership): “The key (perhaps 'The Key') leadership is effective communication of a story.”

11. Management of the Passion:

The passion can move mountains. This became clear to us in exposing Peters and also in the rest of speakers ExpoManagement. If something is important in business it is the passion of their leaders and their employees.

Quote Napoleon "A leader is a dealer in hope.”

Enthusiasm is contagious, there's no doubt. And Tom Peters exuded passion for the nearly two hours of your conference.
And finally, I include this little scheme that belongs to one of the slides in the presentation of Peters:

The 12 truths of business success

  1. Talent is the lack of respect for tradition Passion to irrationality.
  2. Believing in "What we're doing here."
  3. Not believe in the "normal behavior of the industry."
  4. Obsessed with the "Action" ... and contempt for those who "do not get it".
  5. devilishly fast speed.
  6. Go up and out.
  7. I hate bureaucracy (red tape hate with passion).
  8. Total customer orientation.
  9. Rewarding errors.
  10. Punishing the poor triumph.
  11. Courage to fight alone against the forces of the "conventional wisdom /".
  12. Clear understanding of the power of the brand.

I hope this article will be as profitable as it was for me the conference.

A hug.

Who is Montse


Montserrat Peñarroya

Montserrat is Director of the International Institute for Research of the Information and Knowledge Society (3isic). Su día a día discurre entre su dedicación a la docencia, la investigación, la consultoría y la impartición de conferencias en eventos nacionales e internacionales. También trabaja como facilitadora y experta para la OMT (Organización Mundial del Turismo) en los cursos que esta entidad, perteneciente a las Naciones Unidas, imparte en todo mundo.

His academic background is in tourism (Graduate in Tourism), with a Master in International Marketing and Foreign Trade, and a Masters in Information Society and Knowledge. Currently he is doing a Ph.D. Information Technology and its application in Business Management.

How did all start

Her relationship with the net and the software that lives in it, comes from afar. She started programming when she was 13 (she had a ZX Spectrum 16K). Before the WWW existed, she was already working in international networks, sending messages similar to today's e-mails through these networks. And she knew what data encryption was before the https protocol was invented (she worked at the Treasury Department of Bank of Sabadell).

  • She created her first website in 1995.
  • She founded her first business in 1999.
  • She taught her first classes at the UAB in 2002.

Working at Intercom

In February 1999 she started working at ISP Intercom Advanced Telematic Services as technical support assistant.

In October 1999, inside the Intercom Group, she founded her first company: Digital Commerce, S.A., a company property of She was CEO of this company from its foundation until December 2004.

12 years later, SoloStocks is still the greatest market for wholesalers in Spain and is present in more than 10 countries. The image next to these lines corresponds to the party that was held in early 2010 on the occasion of 10 years since SoloStocks was founded.

In December 2004 she joined and acted as its CEO for 2 years, making this newspaper one of the first 2.0 newspapers and gathering over 100.000 subscribers.

After two years directing, and seven years working at Intercom Group, Montse decided to abandon the company (as an employee, not as a shareholder) and she joined in full the company that she had already founded in 2004 with two of his best friends, and ex-co-workers from Intercom.


Together with Jaume Clotet and Iván de Muro, Montse founded Alt64 Digital, in 2004. Since its beginning, the company has been dedicated to the commercialization of tools to improve the productivity of online businesses, though they also offered Digital Marketing consulting services.

This is the company that imports the Eyetrackers (computers that work with the sight and allow performing usability analysis with empirical data) to Spain.

After two years of Alt64's foundation, she decided to split the consulting area from the area of products commercialization to avoid competing with the clients in this areas. At the same time, Montserrat founded Quadrant Alfa, S.L.


Quadrant Alfa, S.L.

Quadrant Alfa was founded using the customer base from Alt64's consulting department, and was created precisely to help the companies in creating their websites and performing Digital Marketing actions with a solid base. Its mission was also to help the internationalization of companies through Internet.

After two years of operation, Montse founded GEA Internet Project Consulting along with Sandra Calsina and segregated the Digital Marketing consulting services and the creation of website, to focus Quadrant Alfa on the investigation and the education., which is still doing today.

Montse is also founding partner of other companies. Please, visit the page dedicated to investments to know more about the entrepreneurial/investor side of Montserrat.

The lectures

in 2002, after finishing the Degree in Foreign Trade and International Marketing at UAB, this university invited Montse to give a lecture about International Digital Marketing to some of the students at the Graduate School.

From this moment, Montserrat started teaching regularly in other editions of the masters in marketing and distribution at UAB. At the same time, she started receiving invitations to teach in other subjects related to Digital Marketing in other universities and business schools.

If you wish to know all the masters, postgraduates and specialization courses in which Montse takes part, please, visit the training side of this website.

In the attached photo, Montserrat is receiving the title of «best valued teacher» in the delivery of diplomas for the 2012-2013 edition of Marketig and Distribution masters at the UAB (it should be said that she was not the only teacher awarded this award).

The United Nations World Tourism Organization

The relationship between Montse and the UNWTO (United Nations World Tourism Organization) or UNWTO (World Tourism Organization) as it is known in Spanish, is not new, in October 2012 Montserrat wrote the agenda for «Digital Marketing for Sustainable Tourism Destinations»For a master's degree taught by the UNWTO and the UOC. And in May 2014 he participated as a speaker at the World Congress of Snow and Mountain Tourism organized by this institution.

However, it was not until 2015 that Montserrat began to actively collaborate with this organization and became a "facilitator" of its face-to-face training programs.

He has participated in training missions for the government and the tourism industry in Zimbabwe, Ghana, Lithuania, Qatar, Dubai and Argentina.

The photograph attached to these lines is the official image of the Tourism Digital Marketing course in which you can see the students (60 members of the different Zimbabwe tourist authorities), the Minister of Tourism of this country, the two «facilitators »Of the program (Montserrat and Karin Elgin [from Holland]), the course coordinator (Mouad Achhab [from Morocco]) and the UNWTO representative (Albaro Moreno [born in Madrid and resident in UK]). Representatives of the tourism authorities of the Seychelles and Mauritius Islands also attended as guest participants.

Not everything is work ...

Peñarroya Montserrat

Thank you for wanting to know more about me.

I have three great hobbies: cooking, reading and music.

  • About cooking, I write a cooking blog with lots of recipes: Kitchen House
  • About reading, my favorite genre is Sci-Fi. I read the majority of the books published in Spain of this genre. You can read some of the books I've read in Library Thing or on the reviews part of this website.
  • About music, I love New Age above the rest, though I like all kinds of music in general. I play the piano whenever I can, and I compose songs when I feel inspired. I can also sing: I am contralt at "Chamber Choir Father Vidal".
  • I have a fourth hobby, which I can only do in weekends video games. I play video games since I was 9 and I've never stopped doing it. In my early years, I even coded some. For years I've been playing Age of Empires and all its variables, Civilization IV , I dedicated over 3 years to AION, 3 more to HayDay, SimCity, FalloutShelter and others of the same kind... though right now I'm going out to catch Pokemons.

When I had free time (it's been more than 15 years since this happened) I also did oil painting and pottery. Now I have the oven, the lathe, mill, easels, paint boxes and everything else, stored in a warehouse, hoping that someday I have free time again. The last exhibition I took part in happened before I entered Intercom, in 1998.

Have I said that I am mother of three kids yet? I have a son named Jaume (26 years old), a daugther named Mireia (24 years old) and another daughter named Georgina (18 years old). They are the best thing that happened in my life. Any mother/father would agree that there is no project or enterprise better than raising and helping your kids grow..


A big hug.

Montse Peñarroya

Yes. A good web analytics program you can earn money ...

How? Very easy: if you knew exactly what websites users end up buying on your website and exactly where users who buy products in a particular category come get you. Would not you be much easier to attract more like them and thus increase your revenue?

But unfortunately, there are hundreds in the software market statistics, and few give you this kind of information.

La mayor parte de ellos ofrecen datos interesantes desde un punto de vista técnico o desde un punto de vista de estadísticas básicas. Pero no desde el punto de vista del profesional del Marketing.

Lo cierto, es que en la mayoría de las empresas, las estadísticas web están aún en manos del departamento técnico en lugar de estar en manos del departamento de Marketing. Si bien el control de la web, estos últimos años, ya ha ido pasando de técnicos a marketinianos, las estadísticas aún están iniciando sus primeros pasos en el cambio de departamento. De ahí que la gran mayoría de los programas que las analizan han sido creados por personal técnico, y están pensados para ser leídos por personal técnico.

This does not mean that a marketer not understand, nothing is further from reality, what happens is that the data provided by these programs are geared to meet the needs of knowledge of the technical staff rather than staff marketing.

Piensa en tu programa de estadísticas… ¿te indica claramente cuál es el camino de navegación que sigue la mayoría de tus usuarios?, ¿te indica los referrers de los usuarios que compran algo en tu web? más bien no… solo te indican los referrers de tus visitas, pero no distingue entre clientes y visitas. ¿Te indica en qué campos tus usuarios abandonan los formularios?… hay un sin fin de información que deberías poder manejar, pero que tu programa no te ofrece.

El pasado 29 de septiembre, en Barcelona, se realizó un seminario de Web Analytics dedicated to explaining the needs of marketing professionals and see how HBX a statistics program oriented 100% marketing could help them.

En el marco del seminario, algunos de los asistentes expusieron sus preocupaciones acerca de los programas de analítica. Algunas de estas preocupaciones eran, por ejemplo, cómo poder manejar datos de múltiples páginas web (entre los asistentes había varias personas que pertenecían a grandes corporaciones que disponen de decenas de páginas y que desean agregar los datos de sus webs). Otros asistentes manifestaron su preferencia por los programas que analizan tags (pequeños códigos de programación insertados en una página web) en lugar de los que analizan logs (registros del servidor), aunque temían que la instalación de los tags en sus páginas fuese complicada. Nada más lejos de la realidad, tal como nos mostraron los ponentes del seminario.

Volviendo al título de este artículo: cómo ganar dinero con un programa de estadísticas web. El secreto consiste en conocer tanto como te sea posible a tu cliente para poder crear su retrato robot y así facilitar la tarea de conseguir muchos más como él. Pero para ello necesitas un buen programa de analítica. Uno que trate clientes y no visitas.

Para esto, nada mejor que un programa que pueda conectarse con nuestro CRM. Los programas de análisis de nueva generación ya lo hacen. HBX se conecta de forma automática con programas como SalesForce y en caso de que la empresa disponga de otro CRM, es se puede crear una aplicación puente que comunique ambos programas. Además, con la identificación por cookies, es posible seguir todo el ciclo de vida de un cliente incluso antes de que sea formalmente cliente, desde el mismo momento en que entra en nuestra página web.

Definitivamente, el mundo de las estadísticas web está transformándose en algo potente como herramienta de marketing. No te pierdas la oportunidad de conocerlo más a fondo. Descubre qué sistema tienes instalado en tu web y aprende a utilizarlo!