Marketing, Sales and Operations

In this article, Nuno Saraiva takes an ironic look at the overly confident rhetoric surrounding artificial intelligence and the clichés that have taken hold around the topic. From “sacred prompts” to AI committees, he debunks the fiction surrounding the technology to defend a simple idea: AI is neither a distant threat nor a passing fad to be endlessly debated, but a tool that should be integrated into daily work in a practical, strategic, and non-dramatic way.

It is up to operations to continuously manage and improve all these factors of production, with the aim of creating the competitive advantages that are essential to any business and in any market.

Gonçalo Bernardes, Customer Development Director at Unilever FIMA and Customer Development Director at Gallo Portugal, explains why Revenue Growth Management (RGM) is key to the success of your business.

Francisco Teixeira, CEO of GroupM, explains why the AI for Marketing Excellence program is essential at a time when marketing continues to undergo rapid transformation and needs to integrate more and more branches of knowledge.

Procurement and global sourcing have evolved into complex strategic functions that are critical to an organization's success. Pedro Silva Caldeira, Academic Director of the Procurement & Global Sourcing Program, explains what is expected of the procurement area in today's global market.

Alberto Silva, Associate Partner at New Angle, explains why Operational Excellence should be seen as "a state in which the level of business performance consistently meets the expectations of customers, shareholders and employees".

Nuno Moreira, Co-founder of the Fullsix Portugal agency and Guest Professor at Nova SBE, explains how content should "be like water" and adapt to the strategy, the needs of the main target audiences and the different channels.

Filipa Caldeira and Pedro Batalha, co-founders of the Fullsix group, give us some examples of companies with a strong focus on "customer experience" and how it is being shaped by new digital technologies.