Full-Funnel Operating Plan for Mexico and LatAm

Most funnel plans for this market break at the same seam: they assume a click becomes a session becomes a form, and here a large share of qualified demand arrives as a WhatsApp message with no source attached to it. What we hand over instead is a stage-by-stage operating plan with one named owner per stage and a written trigger for each transition. On the last four engagements the largest leak was never acquisition. Twice it was the gap between an inbound message and a quote leaving the sales floor; once it was a returns policy that killed repeat purchase; once it was a documentation page. How we start: Three weeks of reading before we write a sentence of plan. Campaign-level exports from Meta, Google Ads and Mercado Libre Ads; the raw CRM table rather than the dashboard sitting on top of it; the last four board decks; and forty minutes each with the people who touch the buyer directly, which means the WhatsApp agents, the showroom staff, the SDRs, the paralegal who answers intake calls. That last set is where the plan actually comes from. The floor knows which SKUs only move with interest-free installments. The dashboard does not. What you receive: A demand map with each stage defined by an observable event and a measured volume, not by a mood word. One owner per stage, named, with the decisions that owner is allowed to make without asking anyone. A transition inventory that says how many people cross each boundary per month and how long they take to do it, at the median and at the ninetieth percentile, because the tail is where the money sits. A measurement plan that states plainly which stages you can instrument and which you cannot, with an agreed proxy for the ones you cannot. And a decision calendar: four decisions across the year, each with the evidence that has to exist before the decision is taken and the date by which it has to exist. Where the argument happens: The disagreement in these engagements is almost always about stage ownership, not about channels. When marketing owns lead volume and sales owns revenue, the boundary between them is unowned, and the boundary is where the leak lives. We will push for a single owner across it, and we will keep pushing after you have explained that it is politically difficult. What is not included: We do not produce creative, we do not buy media, and we hold no accounts with any platform or reseller, so nothing in the plan points at a channel we profit from. No brand guidelines, no site build, no CRM implementation. We will specify what the CRM has to record; your team or your systems partner builds it. We do not write the investor version of this document. Who should not hire us for this: Companies before product-market fit. The work assumes a repeatable sale you can already describe, and if the sale changes shape every month the stage model will be wrong before it is delivered. Companies under roughly forty thousand dollars a quarter in working media, where the allocation question is small enough to answer on one page yourself. And anyone who needs this inside three weeks, because we would have to skip the interviews, and the interviews are the engagement. Languages: English and Spanish. Interviews with Mexican staff and buyers happen in Spanish. The plan is delivered in both, written twice rather than translated.