Strategy that transforms. Results that last.
FRACTIONAL LEADERSHIP · CRM & MARKETING
FOR ORGANIZATIONS IN TRANSFORMATION
STRATEGY · TRANSFORMATION · GROWTH · GUIDANCE
15
Years leading marketing and CRM — the last 5 on the executive committee
2
Service lines: CRM & Commercial Transformation, and Fractional Marketing Leadership
6
Methodology stages, from business to adoption
THE CONTEXT
Growth outpaces the structure that should support it.
Many organizations have grown quickly, stacking up tactical decisions without an architecture to support them. They know they need to professionalize their commercial operations — implement a CRM, bring in real marketing leadership, or start a digital transformation process — but don’t have the senior profile to lead that process, nor the right moment to bring one on full-time.
Understanding a company’s short- and long-term goals matters just as much as understanding its day-to-day needs: that’s the only way to build a foundation capable of sustaining the growth — often exponential — that leadership expects from the business.
ALMARA joins these organizations’ leadership for as long as it takes to lay those foundations — as one more member of the committee, not as an outside vendor.
Four ways we create value
CRM & Commercial Transformation
We align strategy, people, processes and technology to drive sustainable growth.
Strategy
Clarity to decide. Vision to move forward.
Fractional Marketing
Experience, focus and flexibility to lead your growth.
Applied AI
We use AI to multiply impact, not to complicate.
A BUSINESS DECISION, NOT A TECH PROJECT
The CRM is led by the business — or it should be.
This isn’t a problem unique to CRM — the same pattern shows up in marketing and in any digital transformation process. We use CRM as the reference here because it’s the case with the strongest evidence:
30–70%
of CRM implementations fail to meet their business goals
Forrester, Gartner, HBR, Merkle Group
6–10%
of those results is attributable to technical software limitations
The rest: weak executive sponsorship and ungoverned processes
A Harvard Business Review analysis of twelve reports from different consultancies raises that figure to 90% when leadership is asked directly whether the CRM is actually helping the business grow.
What isn’t recorded, measured and governed doesn’t exist for decision-making purposes. The CRM, the marketing plan or the transformation roadmap are the consequence of understanding the business — never the starting point.
HOW WE WORK
We take your organization up one step at a time: first understand, then build, and finally stay until it runs on its own.
STRATEGY · DECISION · IMPLEMENTATION · ADOPTION
SERVICES
CRM & Commercial Transformation
Support through the entire implementation process: requirements, vendor selection, and staying on until the change has settled in.
- Requirements defined with leadership, not guessed from outside
- Marketing that nurtures and qualifies, not just fires off messages
- No lead lost between the website and the CRM
- A dashboard leadership actually uses to decide
Fractional Marketing Leadership
For organizations with communications in place, but no marketing leadership: the acquisition and conversion processes that don’t exist yet.
- A clear acquisition and conversion process, not one-off actions
- Content that gets reused and keeps generating leads after it’s published
- Communications and social media aligned to business goals, not just visibility
- A team that knows how to use AI to produce more, without losing judgment
METHODOLOGY
The same process we’ve already applied in retail, education and professional services organizations.
01
Understand business and leadership
What decisions are made today and what goal is behind them.
02
Define KPIs and key questions
Before considering any tool.
03
Design CRM and automation
Acquisition, conversion and nurturing.
04
Choose and integrate the technology
With independent judgment.
05
Build the dashboard
Answers the questions above, and nothing more.
06
Support adoption and go-live
Until leadership actually uses that data.
Ways of working together
The level of dedication adjusts to each stage of the project.
You start within days. No long contracts, no months-long selection process.
ADVISORY
One weekly meeting, remote.
ACCOMPANIMENT
Weekly meeting + on-site presence at key milestones.
IMMERSION
Two days a week on-site with the organization.
WHO LEADS ALMARA
Alexia Sanjuan Satorra
Fifteen years building the invisible infrastructure behind growth — the kind that’s rarely seen, but that decides whether an organization scales or stalls.
I’ve led CRM and marketing transformations in education, retail and professional services organizations, always from inside the leadership committee, never from outside as a vendor.
I join every project as one more member of the team. I think from the business side, not from the technology side — and I don’t leave until the solution runs on its own.
OUR COMMITMENT
What we agree on, we put in writing — and we deliver.
TRANSPARENCY · COMMITMENT · RESULTS
LET’S TALK
Tell me where your organization is at. I personally reply to every message — or write to me directly on WhatsApp.
