capacity
GrowthandMarketingOperatingSystem
Chile
LATAM
The Challenge
Rapid growth created the need for a structured marketing function, consistent demand generation, and clear prioritization.
Approach
- Built the marketing function and defined roles across channels
- Designed a webinar-led demand generation playbook
- Introduced planning and performance review cycles
System Design
- Operating system for campaign planning and prioritization
- Webinar funnel with conversion tracking
- Performance dashboards for pipeline and productivity
Data Sources
Webinar registrations and attendance
Campaign performance metrics
Lead pipeline reports
Website analytics
Outputs
- Webinar playbooks and calendars
- Campaign briefs and content plans
- Performance reports and dashboards
- Lead nurturing workflows
Decision Impact
Delivered 15+ webinars with about 10% conversion
Built the marketing function from 0 to 1 during high-growth
Improved team productivity by 50% through focused execution
Adoption & Cadence
Used by Marketing and Sales to align campaigns and track pipeline growth.
Governance
Owned by Marketing with regular reviews with leadership and Sales.
Tools Used
HubSpot
Google Analytics
Mailchimp
Zoom