An interview with Mario García Canfrán, COO at Tupl
We sit down with Mario García Canfrán, COO at Tupl. Tupl’s goal is to facilitate the creation of complex automation utilities within any industry - Telecommunications, Agriculture, Smart Factory, eHealth, etc.
How did you end up at Tupl and what problem does Tupl solve for its clients?
Drawing upon my experience in operations consultancy, I seized the opportunity five years ago to join Tupl and make meaningful contributions to its growth and professional advancement. Tupl stands out as a leading provider of a cutting-edge Low-code MLOps framework, facilitating the rapid development of hyperautomation applications and ensuring an accelerated time-to-market.
As the COO, what are your main responsibilities at Tupl?
As a member of Tupl's management team, I oversee key functions within the company, including Marketing, People, and Finance. In addition to these responsibilities, I actively contribute to our business development efforts, with a particular focus on cultivating strategic partnerships and driving growth in the Telco space, leveraging my extensive experience in this sector.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
Over the past couple of years, we have been actively developing and strengthening our marketing function from scratch. Our initial focus was on establishing a comprehensive online presence by effectively communicating our value proposition through our website. This served as the cornerstone of our content strategy, enabling us to share compelling information during the early stages of the sales process. Simultaneously, we have made a deliberate effort to maintain a consistent and regular presence on LinkedIn, as well as through various industry-specific channels such as telco, manufacturing, and agriculture. By doing so, we aim to engage with our target audience and establish ourselves as a thought leader in these verticals. Furthermore, we have implemented specific account-based marketing plans, tailoring our approach to individual clients. This includes the utilization of advertising and sales tools, such as LinkedIn Advertising and Sales Navigator, to further enhance our targeting capabilities and maximize our outreach efforts.
At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of Tupl, and what key elements does it encompass?
Building upon my previous response, our strategy at Tupl is primarily centered around understanding and addressing the challenges faced by our corporate customers. Consequently, effectively articulating the key benefits, both quantitative and qualitative, that our solutions offer is of utmost importance. By highlighting these advantages, we can better connect with our potential customer base and convey the value we bring to their organizations. In our advertising and sales actions, we consistently emphasize the efficiency gains and cost reductions achieved through the automation of various operational processes. These topics remain at the forefront of our messaging, as they directly resonate with our target audience and align with their business objectives. By showcasing how our solutions enable streamlined operations and reduce costs, we can effectively demonstrate the tangible value we bring to our customers' businesses.
What is an efficient marketing technique that you've implemented at Tupl or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
Our approach is based not on trying to get as many leads as possible but rather trying to get the right conversations. Thus, we are implementing prospecting techniques based on Account Based Marketing, which ensures we are contacting the right profiles at the right accounts and within the right industries. We have found that the key is to do a lot of research to find the ICP (ideal customer profile) and define the appropriate message for each before engaging in any proactive activity.
Has your C-level team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
As mentioned before, we are working on a prospecting strategy that is based on finding the right profiles and targeting them with the right message. This might include cold emails, but always as part of a wider reach-out effort. Cold emails without a background strategy do not tend to be very effective in our experience.