Marketing & sales

Marketing, media, branding, sales and service deciding on numbers, not gut feel. In this category: attribution, CAC, funnel, a clean CRM, AI in service and the metrics that show where to invest, what to scale and where to stop spending.

Who writes: Luiz Lázaro e Katia Nuno · Katia Nuno · Bruno Rosa · Lázaro Camões · NorthStar Works

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Klarna case: AI customer service and the return of the human team

Understand · 4 MINAI in customer service: why Klarna walked it back and what that teachesKlarna said AI did the work of 700 people. Then it went back to prioritizing humans. What went wrong and how to do it right.

Understand · 4 MINDigital first, not digital only: hybrid human + AI service Compare · 5 MINAI on WhatsApp without ruining the experience: 10 precautions before automating

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Metrics dashboard for an AI customer service agent

Compare · 5 MINHow to measure an AI service agent: the metrics beyond "resolved"Measuring an AI agent by how many conversations it closed is misleading. Six metrics that show if the customer was actually served: resolution, recontact, score and cost.Lázaro Camões · OCT/2026

Sales and service automation architecture: AI agents and people in the same flow

Hire · 5 MINCustom sales and service automation: architecture, timelines and what stays with your teamAutomation that works combines AI agents and people, connected to the systems the company already uses. Architecture, governance and what stays with your team.NorthStar Works · OCT/2026

Highlights

95%of your B2B market is not buying right now — the 95:5 rule.LinkedIn B2B Institute

3×brand mentions weigh more than backlinks to appear in AI answers (0.66 vs 0.22).Ahrefs, 75k brands

60%of sales reps’ time goes to tasks that are not selling.Salesforce, 2026

Frequently asked

Can you have 100% AI service?

For simple questions, yes. For complex cases, customers prefer a person: the model that works is hybrid, with handoff that doesn’t make the customer repeat everything.

MARKETING · SALES · FINANCE · LOGISTICS

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