Telef\u00f3nica<\/b> is one of the largest telecom operators in the world and one of the most influential companies in Spain's digital economy. Its digital marketing team works in a sector where channels, measurement and technology change every few months.<\/p>
That is exactly the problem for an organisation of that size: standard training arrives late. By the time a corporate programme is approved, produced and rolled out, the ground has already shifted. Telef\u00f3nica wanted the opposite: people executing in the market that same quarter, able to explain what works and what does not with cases from the week before.<\/p>","imagen_2_del_cliente":59408,"el_reto_caso":"
The brief was not to give a talk. It was to genuinely raise the skill level<\/b> of a senior team that already knew marketing, across a range that ran from advanced analytics to technologies almost nobody had mastered inside companies at the time.<\/p>
Three requirements shaped the design of the programme:<\/p>
We designed and produced the whole programme from scratch: 7 training areas<\/b> and 12 sessions<\/b>, with close to 975 slides<\/b> of original material. Each area was delivered in two parts, a 1.5 hour masterclass<\/b> to build the judgement and a 3 hour workshop<\/b> to apply it live on the tool.<\/p> We taught them using their own competitors.<\/b> The examples in the paid campaigns block were not generic brands: we analysed real campaigns from Orange, Vodafone, M\u00e1sm\u00f3vil and AT&T<\/b>. Seeing the market from the outside triggers a kind of conversation no invented case can produce.<\/p> We launched live campaigns.<\/b> In the paid workshop we built and launched real advertising on Google, Meta and TikTok during the session itself, budget control included. Nobody left wondering where each setting lives.<\/p> We created a token and handed it out.<\/b> In blockchain we did not explain what a token is: we issued one and distributed it to attendees, who received it in their own wallet after creating it in the session. That is the difference between understanding the concept and having used it.<\/p> We taught ChatGPT in 2022.<\/b> The programme already covered prompt development applied to brand awareness when generative AI was not yet a boardroom conversation. That same judgement is what we apply today in SEO and GEO.<\/p> We did not delegate it to external trainers or juniors. The sessions were delivered by cronuts' three founding partners<\/b>, each on their own ground.<\/p> Delivered Advanced strategy and Growth methodology<\/b>, Digital marketing and B2B social media<\/b> and the Blockchain<\/b> workshop. Lecturer at ISDI and IED, where he teaches artificial intelligence and growth marketing.<\/p><\/div>The 7 areas of the programme<\/b><\/h3>
Four decisions that changed the outcome<\/b><\/h3>
Who delivered the training<\/b><\/h3>