Uno de los errores m\u00e1s f\u00e1ciles de cometer al entrar en un nuevo mercado es confundir presencia con progreso.<\/p>\n\n\n\n
Una compa\u00f1\u00eda abre una oficina, contrata a un representante local, empieza a asistir a eventos y a aparecer en las conversaciones del sector. Desde fuera, todo parece avanzar. La compa\u00f1\u00eda ya est\u00e1 presente.<\/p>\n\n\n\n
Despu\u00e9s suele llegar la frustraci\u00f3n.<\/p>\n\n\n\n
Hay reuniones, pero pocas se convierten en oportunidades reales. El reconocimiento aumenta, pero los ingresos no avanzan al mismo ritmo. El mercado empieza a conocer la marca, pero eso no significa que haya decidido adoptarla.<\/p>\n\n\n\n
He visto este patr\u00f3n repetirse durante a\u00f1os en compa\u00f1\u00edas de AdTech, MarTech y Media Technology.<\/p>\n\n\n\n
La raz\u00f3n es sencilla: estar presente en un mercado y conseguir que ese mercado te adopte son dos cosas muy diferentes.<\/p>\n\n\n\n
La presencia significa que el mercado sabe que existes.<\/p>\n\n\n\n
La adopci\u00f3n significa que el mercado ha decidido que eres relevante.<\/p>\n\n\n\n
La distancia entre ambas es lo que en CADELO llamamos The Adoption Gap. Y cerrarla es donde empieza el trabajo de verdad.<\/p>\n\n\n\n
Requiere confianza, consistencia, las relaciones adecuadas y suficientes pruebas de que tu propuesta funciona en ese mercado. Tambi\u00e9n exige entender c\u00f3mo se toman realmente las decisiones y aceptar algo que las compa\u00f1\u00edas tecnol\u00f3gicas no siempre llevan bien: tiempo.<\/p>\n\n\n\n
Muchas est\u00e1n acostumbradas a pensar en t\u00e9rminos de product-market fit. Al expandirse a un nuevo pa\u00eds aparece otra pregunta igual de importante: \u00bfencaja tambi\u00e9n la compa\u00f1\u00eda en la forma en que funciona ese mercado?<\/p>\n\n\n\n
\u00bfEntiende el mercado el problema que est\u00e1s resolviendo?<\/p>\n\n\n\n
\u00bfConf\u00eda en que tu compa\u00f1\u00eda sea una buena opci\u00f3n para resolverlo?<\/p>\n\n\n\n
\u00bfTiene suficientes motivos para cambiar lo que hace hoy?<\/p>\n\n\n\n
Estas preguntas rara vez se responden en unas pocas reuniones.<\/p>\n\n\n\n
Las compa\u00f1\u00edas que consiguen construir negocios s\u00f3lidos en Espa\u00f1a suelen entenderlo pronto. Dedican menos energ\u00eda a parecer presentes y m\u00e1s a conseguir ser relevantes.<\/p>\n\n\n\n
La visibilidad puede comprarse.<\/p>\n\n\n\n
La relevancia hay que gan\u00e1rsela.<\/p>","protected":false},"excerpt":{"rendered":"
One of the easiest mistakes to make in market expansion is confusing presence with progress. A company opens an office, […]<\/p>\n","protected":false},"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1013","insights","type-insights","status-publish","hentry","category-market-notes"],"yoast_head":"\n