Integrated Leadership: Sales, Marketing, and Support
Marcos Vinicius Pereira explains how he unifies all three departments at Newe Seguros and advocates for sending marketing into the field.
Marcos Vinicius Pereira, director of sales, marketing, and customer service at Newe Seguros, discusses unifying all three areas under one leadership structure. Speaking with Bruno Gimenes on Marketing - The Podcast, he details the role of field operations and ROI analysis.
Field presence for marketing and customer service
Marcos Vinicius Pereira, director of sales, marketing, and customer service at Newe Seguros, discussed the challenges of coordinating sales, branding, and customer support under a single structure during a conversation with Bruno Gimenes on Marketing - The Podcast. In an episode that also covers other aspects of the insurance market, Pereira emphasizes that overlapping responsibilities require aligned leadership at the front lines. "We need to have a very cohesive team, and in each of these boxes I have leaders who have serious skin in the game," Pereira states.
For Pereira, keeping the team close to the clients' day-to-day routines prevents internal teams from becoming isolated. "Customer service leadership must join the sales team on visits to understand where the impact of their team's good or bad service will land," he points out. The same rule applies to the professionals responsible for company communications: "If the marketing department isn't present in the field, they don't understand anything that's happening. You have to be there, feel the pain, and see whether your messaging is working or not."
Product segmentation and ROI tracking
In his management at Newe Seguros, Pereira highlights that broad corporate messaging coexists with targeted strategies tailored to different business lines. "There is communication open to everyone, and there is targeted communication. If I'm talking about an agricultural product, it has one focus; if I'm talking about surety bonds, it has another, at distinct moments with different campaigns," he explains.
This segmentation is supported by investments in performance media and paid traffic, with returns closely monitored by leadership. "And I'm someone who really likes dashboards to track the results: where is the money going? Is it being efficient? What is the ROI of a single Meta or Google ad, or of a larger relationship project we're running?" Pereira notes.
In the video above, Pereira and Bruno analyze the accountability dynamics among the three departments and the operational hurdles of being simultaneously responsible for customer acquisition, communication, and retention.