Differentiated service, investment in talent and sales and marketing channels defined for the success of growth tech

March 24 (Portaltic/EP) –

Launching a new company is a huge challenge and precisely for this reason it is essential have clear and well-structured sales and marketing channels, knowing how to invest in digital talent at the right time and, of course, offering a differentiated service.

These are some of the conclusions reached at the event BCG X Growth Techthe first in a series of meetups hosted by Boston Consulting Group’s (BCG) hybrid technology design and development unit.

BCG X works with the central objective of achieving impact from day one. To do this, it integrates digital solutions, ‘deep tech’ and artificial intelligence in companies, and has a team of 3,000 engineers, developers, designers, digital marketing experts and launching new businesses.

“We not only make a design of how things have to be, but we make things happen”, explained the general director of BCG in Iberia and South America, Luis Barallat. “Although digital technology and artificial intelligence attract a lot of attention, in reality, For things to change in companies, 30% of success lies in integrating the best technological solution, and 70 percent in the transformation of people’s work. You have to adapt the way you work to get real improvements.”

The leader of the BCG X team in Iberia, Alfonso Abella, has insisted that the team of this hybrid unit has the experience “that in times of greater uncertainty there are better opportunities. For this reason, it is necessary for companies to adapt and take advantage of these moments “to prosper and continue to grow, leveraging technology as a lever for transformation.”

BCG X experts shared experiences from different sectors in which they are working today, capturing high business impact opportunities in such as price optimization with artificial intelligence, maximizing the return of digital marketing, or the integration of artificial intelligence in industrial processes to improve production decision making.

VISION OF SHORT-TERM GROWTH IN THE ‘TECH’ SECTOR

Likewise, the founder of Flywire and CEO of Zubi Group, Iker Marcaide; Kibo Ventures co-founder Aquilino Peña; and the CEO and executive president of Cabify, Juan de Antonio, three entrepreneurs who began their professional career at BCGhave presented the cases of their own companies at the event and have spoken about the challenges faced by ‘growth tech’ companies, as well as their contribution to society.

“Our role as entrepreneurs consists of planting the seed, which we later want to become a tree and sometimes fantastic forests”, commented Iker Marcaide. In his speech, he highlighted that one of the most important aspects for the success of an entrepreneur, and more so in projects with a social and environmental impact such as the ones he develops at Zubi Group, it is linking people with projects that connect them with their personal purpose.

Aquilino Peña, for his part, stressed how important it is for entrepreneurs to evolve their organization. Incorporate new talent on timewhich reinforces the original founding team, is one of the most complex decisions and one that most determines success.

For Peña “there are two fundamental errors in this investment relationship: spending a lot on product marketing, when you do not have clear neither the public nor the channelsand not spend or not invest in talent or do it ahead of time,” he said.

Juan de Antonio also pointed out the importance of having a clear vision for the new company. Where appropriate, improve mobility in cities and propose sustainable alternatives. Also the importance of adapting to the environment continuously: “successful undertaking is anything but linear. Entrepreneurs are facing new situations such as the pandemic, regulatory and environmental changes, which make it necessary to continually refound. “In any case, he considers that the biggest mistakes that entrepreneurs make are “They do not arise from doing things, but from not doing them.