Reportes y llamadas de resultados en inglés para equipos de marketing
Para marketers de agencia y de equipos internos en Buenos Aires que reportan a clientes de Estados Unidos. Una estructura de llamada, tres diálogos completos, plantillas y cómo decir los números en voz alta. Todos los números son de ejemplo, no referencias del mercado.
Reserva una clase de pruebaUna estructura para una llamada de resultados de 30 minutos
Los clientes de EE.UU. quieren primero el resultado, después la razón y al final el pedido. Si mantienes el mismo orden todos los meses, la llamada se vuelve más fácil para los dos lados.
- 1
Minutos 0 a 3: abrir
Di el objetivo de la llamada y cuánto dura. "I'd like to cover results, what we learned, and next month's plan."
- 2
Minutos 3 a 8: titular
Da el único resultado que importa contra el objetivo, y después dos o tres números de apoyo.
- 3
Minutos 8 a 15: qué lo impulsó
Explica los logros por canal o campaña. Reconoce al equipo y nombra qué cambiaste.
- 4
Minutos 15 a 20: fallas y riesgos
Di la falla con claridad, da la causa probable y di qué tan seguro estás.
- 5
Minutos 20 a 26: plan y pedido
Propón la próxima prueba, el pronóstico y, si está justificado, el pedido de presupuesto.
- 6
Minutos 26 a 30: cerrar
Repite las decisiones, los responsables y las fechas. Manda el resumen el mismo día.
| Situación | Qué decir |
|---|---|
| Abrir la llamada | Thanks for joining. Today I'll cover results, what we learned, and next month's plan. |
| Titular el resultado | The headline this month: leads are up 18 percent, and cost per lead is down. |
| Explicar una caída | Conversions dipped in the second half of the month. Here is what we think happened. |
| Reconocer al equipo | Big thanks to the creative team. The new video drove most of the lift. |
| Ser honesto con la incertidumbre | We are fairly confident about the trend, but we can't yet prove the cause. |
| Decir lo que todavía no sabes | I don't have that number yet. I'll send it by end of day tomorrow. |
| Pedir presupuesto | Given these results, we'd like to propose increasing the budget by 20 percent. |
| Proponer una prueba | We'd like to run a two-week test on a new audience before we scale. |
| Dar una mala noticia a tiempo | Before we start, a heads-up: we missed the target this month. |
| Cerrar con próximos pasos | To recap: you'll approve the test, we'll launch Monday, and I'll share early results on the 15th. |
Una llamada de resultados completa de 30 minutos
Una líder de la agencia (Maria) y dos clientes (Dan y Priya). Mira el orden: titular, causas, falla, pronóstico, pedido y cierre. Los nombres y los números son de ejemplo.
| Quién habla | Línea |
|---|---|
| Agency (Maria) | Thanks for joining, Dan and Priya. Today I'd like to cover results, what we learned, and next month's plan. We have 30 minutes. |
| Client (Dan) | Sounds good. Let's start with the headline. |
| Agency (Maria) | The headline: leads are up 18 percent month over month, and cost per lead is down. Revenue is slightly below target. |
| Client (Priya) | How far below target? |
| Agency (Maria) | About 4 percent below. The target was 100 sales and we closed 96. All the numbers here are sample figures. |
| Client (Dan) | OK. What drove the lead growth? |
| Agency (Maria) | Mostly paid search and the new landing page. The page lifted conversion from 2.1 to 2.6 percent. |
| Client (Priya) | And social? |
| Agency (Maria) | Social was flat. It missed its target, and I'll come back to that in a minute. |
| Client (Dan) | Is the new landing page the reason for the lift, or is it something else? |
| Agency (Maria) | It's the most likely reason. The lift started the day it went live. But we didn't run a clean test, so I'd call it strong evidence, not proof. |
| Client (Priya) | Fair. What went wrong on social? |
| Agency (Maria) | Two things. The offer was weak, and our best video was paused for a week by mistake. That one is on us. |
| Client (Dan) | Thanks for saying that. What are you doing about it? |
| Agency (Maria) | We restarted the video on the 19th, and we are testing a stronger offer. I'll share early results on the 15th. |
| Client (Priya) | What should we expect next month? |
| Agency (Maria) | Based on the last three months, we expect between 400 and 450 leads. If social recovers, we could land at the top of that range. |
| Client (Dan) | Are you asking for more budget? |
| Agency (Maria) | Not this month. I'd like to run the social test first, and then bring you a proposal in the quarterly review. |
| Client (Priya) | That works for us. Can you send the deck today? |
| Agency (Maria) | Yes. To recap: you approve the offer test, we launch on Monday, and I send the summary and the deck by end of day. |
| Client (Dan) | Great. Thanks, Maria. |
Formas débiles y fuertes de reportar resultados
Los resultados vagos y las frases que no comprometen a nadie ponen nervioso al cliente. Una frase fuerte tiene tres partes: el número, el objetivo y lo que sigue.
| Débil | Fuerte |
|---|---|
| The CTR is bad. | CTR came in below our 1.8 percent target, and here is what we are testing. |
| The campaign didn't work. | The campaign did not reach its goal. We think the offer was the issue, and we have a fix for next month. |
| Sales are good this month. | Sales are up 12 percent month over month, mostly from email and paid search. |
| We don't know why it dropped. | We are still confirming the cause. Our best hypothesis is a tracking change on the 10th, and we will confirm by Friday. |
| It was because of the algorithm. | Platform delivery changed mid-month. We adjusted the bids and CPA is back to normal since the 20th. |
| Everything is under control. | Two things are on track and one needs attention. Let me start with that one. |
| We need more budget. | We recommend moving 15 percent of the budget to search, because it returns more per dollar. Here is the data. |
| I think it will grow. | Based on the last three months, we expect leads to grow between 5 and 8 percent next month. |
| The client changed the brief again. | The brief changed on the 8th, so we reset the plan. Here is the new timeline. |
| The numbers are a mess. | The data has a gap between the 3rd and the 6th. I'll show the clean numbers and flag the gap. |
Frases titular para cada canal
Empieza cada canal con una frase que tenga el número, la comparación y qué significa. Los números son de ejemplo: usa los tuyos.
| Canal | Frase titular | Nota |
|---|---|---|
| Búsqueda paga | Paid search brought 320 leads at 24 dollars each, down from 28 last month. | Gasto, leads y costo por lead en una sola frase. |
| Búsqueda paga | Impression share is 62 percent, so there is room to grow before we hit the ceiling. | Di qué significa el número para el plan. |
| Social pago | Paid social spent 8,000 dollars and returned a ROAS of 2.4, below our target of 3. | Di el objetivo cada vez. |
| Social pago | Frequency reached 4.1, so people are seeing the same ads too often. We are refreshing the creative. | Da la causa y la acción. |
| SEO | Organic sessions are up 9 percent year over year, and non-branded clicks led the growth. | Compara con el mismo mes del año pasado, porque el SEO es estacional. |
| SEO | Ten pages moved onto page one this month. The best mover went from position 14 to position 6. | Di "position" para el ranking. La posición 1 es la primera. |
| Social (orgánico) | Organic reach was flat, but engagement rate rose from 3.1 to 3.8 percent. | Reach son personas. Engagement rate son acciones sobre alcance o impresiones: aclara cuál. |
| Social (orgánico) | The short video was our top post, with 45K views and twice the average saves. | Di "top post" o "best performing post". |
| Open rate was 41 percent and click rate was 3.2 percent, both up from last month. | Las tasas de apertura son menos confiables que antes: empieza por los clics. | |
| The welcome flow generated 18 percent of email revenue with only 5 percent of the sends. | Nombra el flujo y su parte de los ingresos. | |
| Unsubscribes stayed under 0.3 percent, so the list is healthy. | Da una señal de salud, no solo un logro. | |
| Todos los canales | Blended cost per lead was 26 dollars, and search carried most of the volume. | "Blended" significa todos los canales juntos. |
Cómo comparar períodos
Di siempre con qué comparas. "Up 10 percent" no significa nada hasta que el cliente escucha "versus what".
| Comparación | Ejemplo | Nota |
|---|---|---|
| Contra el mes pasado (MoM) | Leads are up 8 percent versus last month. | Simple, pero los meses tienen distinta duración y estación. Dilo si importa. |
| Año contra año (YoY) | Revenue is up 22 percent compared to the same month last year. | Lo mejor para negocios estacionales. Di "same month last year" para que quede claro. |
| Últimos 30 días móviles | Over the rolling 30 days, cost per lead is 25 dollars. | Los últimos 30 días desde hoy. Cambia todos los días, así que da la fecha final. |
| Semana hasta hoy (WTD) | Week to date, we have spent 60 percent of the weekly budget. | Desde el lunes hasta hoy. No lo compares con una semana completa. |
| Mes hasta hoy (MTD) | Month to date, we are pacing 5 percent ahead of target. | "Pacing" es la proyección al ritmo actual. |
| Trimestre hasta hoy (QTD) | Quarter to date, we have hit 70 percent of the quarterly goal. | Útil en el último mes de un trimestre. |
| Último mes completo | Looking at the last full month, October, leads were 410. | Usa meses completos cuando el actual no terminó. |
| Cohorte | Customers who joined in March have spent 30 percent more than the February cohort after 60 days. | Una cohorte es un grupo que empezó en el mismo período. Compara a la misma edad. |
| Mismo período, distinta duración | Adjusting for one extra day, the results are in line with last month. | Di cuándo ajustaste y cómo. |
| Antes y después | In the two weeks after the launch, conversion rate averaged 2.6 percent versus 2.1 before. | Di la duración de las dos ventanas. |
Cómo decir números y tendencias en voz alta
| Para decir | Cómo suena | Nota |
|---|---|---|
| Creció un 12 por ciento | Traffic is up 12 percent month over month (MoM). | Usa "up" para subas y "down" para bajas. |
| Sin cambios | Traffic was flat this month. | También: "held steady" o "was unchanged". |
| Dejó de crecer | Growth has plateaued around 40,000 sessions. | Un plateau es un tramo plano después de crecer. |
| Baja pequeña | Conversion rate dipped slightly. | "Dipped" y "softened" son suaves. "Dropped" es más fuerte. |
| Suba repentina | Spend spiked on the 14th. | "Spiked" es repentino y suele durar poco. |
| Caída repentina | Traffic fell sharply after the update. | "Sharply" o "significantly" para un cambio grande. |
| Mejora sobre una base | We saw a lift of 9 percent in conversions. | Un lift es la ganancia causada por un cambio o una prueba. |
| Porcentaje vs puntos porcentuales | CTR went from 1.5 to 2 percent: a 0.5 percentage point increase, or a 33 percent relative increase. | Los puntos son la diferencia entre dos tasas. El porcentaje es el cambio relativo. |
| Puntos básicos | The conversion rate rose by 50 basis points. | 100 basis points es 1 punto porcentual, así que 50 son 0.5 puntos. |
| 12.5 por ciento | Twelve point five percent. | Di "point" para el decimal. En inglés no se usa la coma decimal. |
| 3.2x | Three point two x, or three point two times. | Di "x" como la letra. "ROAS of three point two" también sirve. |
| US$ 1,2 millones | One point two million dollars. | "M" es millón. No digas "mil". |
| 45 mil | Forty-five thousand, or forty-five K. | "K" es mil, en las slides y al hablar. |
| 1.250.000 | One point two five million, or one million, two hundred fifty thousand. | En inglés la coma separa los miles y el punto es el decimal. |
| 0,8 por ciento | Point eight percent, or zero point eight percent. | Las dos formas están bien. |
| 1 de cada 4 | One in four visitors, or a quarter of visitors. | A veces se entiende mejor que 25 percent. |
| Redondear | About 3 million impressions. Roughly a third of the budget. | Redondea al hablar. Deja la cifra exacta en la presentación. |
| Rangos | We expect between 400 and 450 leads. | "Between X and Y" es más claro que "X to Y" en un pronóstico. |
| Mil millones | One billion is 1,000,000,000. | En español es "mil millones". No traduzcas "billón": en inglés significa un millón de millones. |
| Moneda | Spend was 12,500 US dollars. Write USD 12,500 on slides. | Di "dollars" para USD. Un "$" solo puede leerse como pesos en Argentina. |
| Por unidad | Cost per lead is 24 dollars. ROAS is 3.2, or 3.2 to 1. | Di "cost per acquisition" o "CPA", y aclara qué significan las letras la primera vez. |
Cubrirse con honestidad: atribución y muestras chicas
Matizar no es debilidad. Es precisión. Di qué sabes, qué tan seguro estás y qué te haría cambiar de opinión. No te escondas detrás de "maybe" cuando sí tienes los datos.
| Situación | Qué decir | Nota |
|---|---|---|
| Atribución: un canal se lleva el crédito | This is what the platform reports. Other channels probably played a part. | Cada plataforma cuenta sus propias conversiones, así que los totales pueden superponerse. |
| Atribución: último clic | On a last-click view, search gets most of the credit. Social may be helping earlier in the journey. | Di qué modelo usas. |
| Atribución: los números no coinciden | The ad platform and analytics show different numbers. They count in different ways, and we use analytics as the source of truth for the total. | Di en qué fuente confías y por qué. |
| Correlación, no prueba | The timing matches, so it's a likely cause, but we can't prove it. | Usa "likely", "suggests" y "consistent with". |
| Muestra chica | We only have 12 conversions, so I wouldn't draw a conclusion yet. | Di el tamaño de la muestra en voz alta. |
| Muestra chica: un rango | With this volume, the true rate could be anywhere between 1 and 5 percent. | Un rango es más honesto que un solo número. |
| Es muy pronto | It's too early to call. We need at least two more weeks of data. | Da un plazo, no solo "later". |
| Cambió otra cosa | We changed the offer and the audience at the same time, so we can't say which one helped. | Dilo con claridad. Genera confianza. |
| Estacionalidad | Part of this is seasonal. Last year the same weeks looked similar. | Compara con las mismas semanas del año pasado. |
| Nivel de confianza | I'm fairly confident about the trend, and less confident about the size of the effect. | Separa la dirección del tamaño. |
Dar malas noticias y pedir más presupuesto
Mala noticia: dila primero, da los hechos, di qué tan seguro estás, di el impacto, y después la acción y la próxima actualización. Presupuesto: resultado, razón, riesgo y fecha de revisión.
| Quién habla | Línea |
|---|---|
| Agency (Maria) | Before we start, I have some bad news. Conversions dropped 30 percent last week. |
| Client (Dan) | 30 percent? What happened? |
| Agency (Maria) | Here is what we know. The drop started on the 10th, the same day the checkout page was updated. |
| Client (Dan) | Are you saying our site caused it? |
| Agency (Maria) | I'm saying the timing matches, and I don't want to blame anyone yet. Traffic and ad delivery are normal, so we think the problem is after the click. |
| Client (Priya) | How sure are you? |
| Agency (Maria) | Fairly sure, not certain. We are checking the tracking tag and the form now, and I'll confirm by Friday. |
| Client (Dan) | What is the impact so far? |
| Agency (Maria) | About 40 fewer sales than expected in the sample week. We paused the two campaigns with the highest spend to limit the loss. |
| Client (Priya) | Did you ask us before pausing them? |
| Agency (Maria) | No, and I should have called first. We paused them for one day to protect the budget. We can turn them back on right now if you prefer. |
| Client (Dan) | Keep them paused until you confirm the cause. |
| Agency (Maria) | Understood. I'll send an update tomorrow at noon, and a full write-up on Friday with the cause, the fix and how we prevent it. |
| Quién habla | Línea |
|---|---|
| Agency (Maria) | I'd like to make a recommendation. We propose increasing the search budget by 20 percent. |
| Client (Dan) | Why search, and why now? |
| Agency (Maria) | Search has returned more per dollar than any other channel for three months. It's also not capped by demand yet: we are missing about a quarter of the available impressions. |
| Client (Priya) | What do we get for the extra money? |
| Agency (Maria) | We expect more leads at a similar cost per lead. Our forecast is between 40 and 60 extra leads a month. That is a range, not a promise. |
| Client (Dan) | What's the risk? |
| Agency (Maria) | Returns usually shrink as you scale. To limit that, we'd release it in two steps: 10 percent now, and 10 percent after two weeks if cost per lead holds. |
| Client (Priya) | What if it doesn't work? |
| Agency (Maria) | We'd review on the 15th. If cost per lead rises above the limit we agree on today, we go back to the current budget. |
| Client (Dan) | I need to check this with finance. |
| Agency (Maria) | Of course. I'll send a one-page summary with the numbers today. Could we have your answer by the 5th, so we can launch on the 8th? |
| Client (Dan) | That should work. |
Preguntas difíciles de clientes y cómo responderlas
Responde primero y explica después. Di qué sabes, qué no sabes y qué vas a hacer. La respuesta B2 es clara y correcta. La C1 suma matices y suena más senior.
Why did CPA go up?
CPA went up because the audience got more expensive and conversions dropped. We changed the ads and CPA is going down again.
CPA rose mainly because auction costs increased while the conversion rate softened. We refreshed the creative on the 12th and CPA has been trending back down since. If it doesn't recover by next week, we'll rebuild the audience.
Da una causa principal, una acción y una fecha para volver a revisar.
Is this working?
Yes, partly. Leads are up and cost is stable, but sales are still below the target. We need one more month of data.
It's working at the top of the funnel, and it's too early to say for revenue. Leads are up and cost is stable, but the sales cycle is long, so I'd give it another month before drawing a conclusion.
No respondas solo sí o no. Di qué funciona, qué no y qué necesitas para decidir.
Why should we increase the budget?
This channel gives the best return per dollar. If we add 20 percent, we expect more leads at a similar cost.
Search is our most efficient channel, and it isn't yet capped by demand. Adding 20 percent should scale leads at a similar cost. To limit the risk, I'd release it in two steps and review after two weeks.
Une el presupuesto a un resultado, un riesgo y una fecha de revisión. Nunca pidas dinero sin una razón.
Can you guarantee these numbers next quarter?
We can't guarantee them, but based on the last three months, we expect a similar result. We will update you every month.
I can't promise a specific number, because it depends on the market and the platforms. What I can say is that our forecast is between X and Y, and I'll tell you early if we move away from that range.
No prometas. Da un rango, los supuestos detrás y cuándo lo vas a actualizar.
Why are we paying for this if it doesn't get direct sales?
This channel helps people find us before they buy. Direct sales are low, but it supports search and email, which convert.
It's an upper-funnel channel, so judging it on last-click sales undersells it. What we can measure is whether branded search and direct visits rise when it runs. If they don't, I'd recommend cutting it.
Explica el rol del canal, y ofrece una forma de probarlo y una salida clara.
Our competitor seems to be doing better. What are they doing that we aren't?
We can see their ads, but not their results, so we can't say they are doing better. We can compare our ideas with theirs and test the best ones.
From the outside we only see their activity, not their performance, so I'd be careful about drawing conclusions. What I can do is bring three of their tactics that we haven't tried, and we can test the ones that fit your goals.
No adivines los números de un competidor. Convierte la preocupación en una prueba.
The numbers in your report don't match our internal numbers. Which one is right?
The numbers can be different because we count in different ways. Let's compare how each one is counted, and agree on one source.
It's common for two systems to disagree, and it usually comes down to definitions, such as the time zone, the attribution window or how duplicates are handled. I'd suggest we walk through one week line by line and agree on a single source of truth.
No defiendas tu número. Pregunta cómo cuentan el suyo y alinea las definiciones.
Why did it take so long to fix this?
You are right, it took too long. We found the problem late. From now on, we will check the tracking every week.
That's fair. We found it later than we should have, because we weren't monitoring that metric daily. We've now set up an alert, so a drop like this reaches us the same day.
Acepta lo que es cierto y di el cambio concreto. No te disculpes de más.
Can we see results faster?
We can move faster on some things, like new ads. Other results, like SEO, take months. I can show you a plan with quick wins and long-term work.
Some levers move within days, such as bids, creative and landing pages, and others, like organic growth, take months. I'd suggest we split the plan into quick wins and longer bets, so you see progress in both.
Separa lo rápido de lo lento. Nunca prometas velocidad en algo que depende de la plataforma.
What would you cut if we reduced the budget by 20 percent?
We would cut the campaigns with the lowest return first. That is about 10 percent of the results but 20 percent of the spend.
I'd start with the lowest-return campaigns, since they use a larger share of spend than of results. Then I'd protect search and the welcome email flow. I can show you the projected impact of each cut before you decide.
Responde con un orden de prioridad y el impacto. Muestra que conoces los números.
Pedir tiempo o datos, y manejar a un cliente que te culpa
| Situación | Qué decir | Nota |
|---|---|---|
| Pedir más tiempo | Can I take until Thursday to look into this and come back with a proper answer? | Da un día, no "soon". |
| Pedir más tiempo | I'd rather not guess. Let me confirm the number and send it by end of day. | Mejor que un número equivocado. |
| Pedir más tiempo | That deserves a proper analysis. Could we cover it in the next call? | Ofrece una fecha para la respuesta. |
| Pedir datos | Could you share access to your analytics, or an export of last month's sales? | Di qué y en qué formato. |
| Pedir datos | To compare with your numbers, could you send the internal figures for the same dates? | Nombra las fechas. |
| Pedir datos | Do you have the offline sales by campaign? It would help us close the gap. | Explica para qué lo necesitas. |
| Pedir una decisión | To keep the launch date, we need your approval by Wednesday. | Di el costo de esperar. |
| Confirmar lo que necesitas | So I'm clear, you'd like the results by channel and the forecast, correct? | Repite el pedido para evitar retrabajo. |
| Insistir con amabilidad | Just a reminder that we're waiting on the data to finish the report. Could you send it by Friday? | Amable y claro con el plazo. |
| Discrepar con amabilidad | We can do that, but it would move the launch by a week. Would you like to go ahead? | Muestra el costo en lugar de decir que no. |
Cuando un cliente culpa a la agencia: escucha, asume lo que es tuyo, separa lo que no con hechos y cierra con un próximo paso. No discutas en el primer minuto.
| Movimiento | Qué decir | Nota |
|---|---|---|
| Mantén la calma | I understand the frustration. Let's look at what happened. | No respondas primero con una defensa. |
| Asume lo que es tuyo | That part was our mistake, and I'm sorry. Here is how we fixed it. | Una disculpa corta. Después, la solución. |
| Separa lo que no es tuyo | The ads ran as planned. The drop came after the click, so I'd like to look at the page together. | Usa hechos y un tono neutro. |
| Pregunta antes de defenderte | Can you tell me more about what you're seeing? I want to be sure I understand. | Primero escucha. |
| Usa lenguaje compartido | Let's look at how we can fix this together. | "We" lo vuelve un problema del equipo. |
| Muestra la cronología | Here is the sequence: the change went live on the 10th, the drop began on the 10th, and we flagged it on the 12th. | Una cronología es menos emocional que las opiniones. |
| Acuerda el próximo paso | What if we review the numbers together on Friday and agree on what to change? | Cierra con una reunión y una decisión. |
| No digas | It's not our fault. | Suena defensivo, aunque sea cierto. |
| Di en su lugar | Let me show you what the data says, and then we can decide together. | La misma idea, con un tono más calmo. |
Un QBR: estructura y guion
Un QBR (quarterly business review) es más largo y más estratégico que una llamada mensual. Planifica de 45 a 60 minutos. Empieza por las metas de negocio del cliente, no por tus métricas.
- 1
1. Abre con la meta del negocio
Empieza por sus metas, no por tus métricas. "Our goal this quarter was to grow qualified leads by 15 percent. Here is where we landed."
- 2
2. Resultados del trimestre contra las metas
Muestra cada meta, el resultado y la brecha. Usa las mismas tres o cuatro métricas que en la revisión anterior.
- 3
3. Tendencias del trimestre
Muestra los tres meses, no solo el último. "The trend is up, with a dip in month two that we explained."
- 4
4. Logros y aprendizajes
Dos o tres logros con su razón. Después, lo que aprendiste, incluso lo que no funcionó.
- 5
5. Fallas y riesgos
Di la falla, la causa y la solución. Suma los riesgos del próximo trimestre, como la estacionalidad o un cambio de plataforma.
- 6
6. Estrategia y prioridades
Di en qué te vas a enfocar el próximo trimestre y qué vas a dejar de hacer.
- 7
7. Presupuesto y pronóstico
Da el pronóstico como rango, los supuestos detrás y cualquier pedido de presupuesto con el retorno esperado.
- 8
8. Decisiones y responsables
Cierra con la lista de decisiones que necesitas, quién es responsable de cada una y para cuándo.
| Momento | Qué decir |
|---|---|
| Abrir | Thanks for making time. This is our quarterly review, so I'd like to zoom out from the month and look at the whole quarter. |
| Meta | Our goal for the quarter was to grow qualified leads by 15 percent. We reached 12 percent, so we are 3 points short. |
| Tendencia | The first month was strong, the second month dipped, and the third month recovered. Here is why. |
| Logro | The biggest win was the new landing page. It lifted conversion by about half a point and stayed there. |
| Aprendizaje | We learned that short offers beat long ones. We also learned that our video ads wear out after about three weeks. |
| Falla | The miss was paid social. It never reached its target, and I want to be clear about why. |
| Riesgo | One risk for next quarter is seasonality. Demand usually slows in the summer, so we've built that into the forecast. |
| Estrategia | Next quarter we will focus on search and email, and we'll stop the two social campaigns that did not work. |
| Pronóstico | We expect between 1,200 and 1,400 leads. That is a range, and it assumes the budget stays as it is. |
| Presupuesto | If you agree, we'd like to move 15 percent of social budget to search. Here is the expected impact. |
| Cerrar | To close, here are the three decisions we need from you, who owns each one, and the dates. |
| Slide | Qué decir |
|---|---|
| Título y agenda | Today I'll cover three things: results, what we learned, and the plan for next month. |
| Resumen ejecutivo | The short version: we hit two of three targets, and here is the one we missed. |
| Metas y objetivos | These are the targets we agreed on in January. I'll compare every result against them. |
| Métricas principales | Leads are up 18 percent, cost per lead is down, and revenue is slightly below target. |
| Rendimiento por canal | Search led the month. Social was flat, and email had the highest return per dollar. |
| Logros | Two things worked well. The new landing page lifted conversion, and the video ads brought cheaper leads. |
| Fallas | Paid social missed its target. Here is the cause we found and what we are doing about it. |
| Aprendizajes | What we learned is that short offers beat long ones, and we will apply that from now on. |
| Pronóstico | Based on the last three months, we expect between 400 and 450 leads next month. |
| Recomendaciones y presupuesto | We recommend moving part of the budget to search. Here is the data behind that. |
| Próximos pasos | These are the decisions we need from you, who owns each one, and by when. |
Plantillas: email mensual y actualización en Slack
Manda el email el mismo día de la llamada. Mantén corta la actualización de Slack, para que la lean. Reemplaza los números de ejemplo por los tuyos.
| Parte | Qué escribir |
|---|---|
| Asunto | Monthly results: October. Leads up 18 percent, revenue 4 percent below target |
| Saludo | Hi Dan and Priya, |
| Primera línea | Here is the summary of October. The full deck is attached, and we covered it on our call today. |
| Titular | Leads grew 18 percent month over month, and cost per lead fell to 24 dollars. Revenue was 4 percent below target. |
| Qué funcionó | The new landing page lifted conversion from 2.1 to 2.6 percent, and paid search carried most of the growth. |
| Qué no funcionó | Paid social missed its target. The offer was weak and our best video was paused for a week. It is fixed as of the 19th. |
| Próximo mes | We expect between 400 and 450 leads. We will test a stronger offer on social and share early results on the 15th. |
| Decisiones necesarias | 1. Approve the offer test by Wednesday. 2. Send the internal sales export for October by Friday. |
| Cierre | Let me know if you have questions. Happy to walk through any slide. |
| Firma | Best, Maria |
| Parte | Qué escribir |
|---|---|
| Encabezado | Weekly results update, week of October 14. All figures are samples. |
| Titular | Leads: 96, up 9 percent versus last week. Cost per lead: 25 dollars, flat. |
| Lo bueno | Paid search is pacing 5 percent ahead of target. The new ad group is our top performer. |
| A vigilar | Paid social frequency is 4.1. We are refreshing the creative today. |
| Bloqueo | We are waiting on the July sales export from your team. Could you send it by Thursday? |
| Lo que sigue | We launch the offer test on Monday and will report the first results on the 15th. |
| Consejo de tono | Keep it to five lines. Put the number first. Tag only the person who needs to act. |
Cómo presentar un plan de pruebas
Un buen plan de pruebas tiene una hipótesis, una variante, una métrica y una duración. Acuerda el criterio de éxito antes de lanzar, para que nadie mueva el arco después.
| Parte | Qué decir | Nota |
|---|---|---|
| Hipótesis | We believe that a shorter offer will increase the lead conversion rate, because visitors are leaving the long form. | Usa: "We believe that … will …, because …". |
| Variante | Version A is the current page. Version B has a shorter offer and a single button. | Di qué cambia, y cambia una sola cosa a la vez. |
| Métrica principal | Our main metric is the lead conversion rate. We'll also watch cost per lead. | Una métrica principal y una o dos de control. |
| Audiencia | We'll show it to 50 percent of new visitors from paid search. | Di quién lo ve y cómo se divide. |
| Duración | We'll run it for two weeks, or until we have at least 100 conversions per version. | Define el final antes de empezar. |
| Criterio de éxito | We'll call it a win if version B beats A by at least 10 percent. | Acuerda el umbral ahora, no después de los resultados. |
| Riesgo | The risk is small: half of the visitors will see the current page, so we can stop at any time. | Di cómo limitas el riesgo. |
| Decisión | If B wins, we'll roll it out to all traffic. If it loses, we keep A and try another idea. | Di qué pasa en cada caso. |
| Pedido | Could you approve the test by Wednesday, so we can launch on Monday? | Cierra con un solo pedido claro. |
| Reportar después | The test ended. Version B lifted conversion, but the sample is small, so I'd call it a strong signal, not a certainty. | Cubre con honestidad, como en la sección anterior. |
Lenguaje para compartir pantalla en dashboards
Di dónde estás, qué filtras y qué período usas. Las herramientas cambian sus menús seguido, así que nombra una función solo si estás seguro. Si no, describe lo que ves.
| Momento | Qué decir | Nota |
|---|---|---|
| Empezar | Let me share my screen. Can you see it OK? | Pregunta antes de empezar a hablar de la pantalla. |
| Mostrar la ventana | I'll share just this window, so you don't see my other tabs. | Buena práctica en llamadas con clientes. |
| Señalar un lugar | On the left, you can see the campaign list. At the top right is the date range. | Di dónde, y después qué. |
| Fijar el rango de fechas | I've set the date range to the last full month, so the numbers match the deck. | Di el rango cada vez que lo cambies. |
| Looker Studio | This is the report in Looker Studio. The scorecards at the top show the main metrics, and you can use the date filter to change the period. | Di solo lo que ves. Los filtros y controles pueden variar según el reporte. |
| Google Analytics 4 | I'm in GA4, in the reports section. Here you can see traffic by channel. If you want a deeper look, I'd use an exploration. | GA4 tiene Reports y Explore. Si no estás seguro de un nombre, describe la pantalla. |
| Meta Ads Manager | This is Meta Ads Manager. I'm looking at the campaign level, and I've added the columns for spend, results and cost per result. | Di el nivel: campaign, ad set o ad. |
| Google Ads | This is Google Ads. Here are the campaigns, and I'm comparing this period with the previous one. | Menciona las comparaciones en voz alta. |
| Filtrar | I'm filtering by this campaign, so these numbers are only for the offer test. | Di qué filtro es, o leerán otro número. |
| Cuando no estás seguro | I'm not sure where that setting is in the tool. Let me check and send you a screenshot after the call. | Mejor que adivinar el nombre de un menú. |
| Ir más lento | Let me pause here so you can read it. Does anything look unclear? | Deja que lean. |
| Dejar de compartir | I'll stop sharing now. I'll send the link and a PDF of this view after the call. | Di qué vas a mandar. |
| Problemas técnicos | Sorry, I lost my screen. Give me a second to share it again. | Mantén la calma y sigue hablando. |
Preguntas
- ¿Cómo empiezo una llamada mensual de resultados en inglés?
- Di el objetivo y el tiempo: "Today I'll cover results, what we learned, and next month's plan." Después da el resultado principal enseguida.
- ¿Cómo doy una mala noticia sin sonar a la defensiva?
- Dila temprano y con claridad, y después da la causa y la acción: "We missed the target. Here is why, and here is what we are changing."
- ¿Cuál es la diferencia entre porcentaje y puntos porcentuales?
- Los puntos porcentuales son la diferencia entre dos tasas. Si el CTR pasa de 1.5 a 2 por ciento, son 0.5 puntos porcentuales, o un aumento relativo del 33 por ciento.
- ¿Qué son los basis points?
- Un basis point es 0.01 puntos porcentuales, así que 100 basis points son 1 punto porcentual. Algunos clientes de perfil financiero los usan. En marketing suele ser más claro decir puntos porcentuales.
- ¿Qué significan MoM, QoQ y YoY?
- Month over month, quarter over quarter y year over year: mes contra mes, trimestre contra trimestre y año contra año. Cada uno compara un período con el anterior o con el mismo de un año atrás.
- ¿Qué diferencia hay entre WTD, MTD y QTD?
- Week to date, month to date y quarter to date. Cada uno va desde el inicio del período hasta hoy, así que no lo compares con un período completo.
- ¿Cómo digo que no estoy seguro de la causa?
- Di qué sabes y qué no: "We are fairly confident about the trend, but we can't yet prove the cause. We will confirm by Friday."
- ¿Cómo hablo de atribución con honestidad?
- Di qué modelo o fuente usas y que las plataformas cuentan de distinta manera: "This is what the platform reports. Other channels probably played a part."
- ¿Qué digo cuando la muestra es muy chica?
- Di el tamaño y rehúsa concluir: "We only have 12 conversions, so I wouldn't draw a conclusion yet. We need two more weeks."
- ¿Cómo le pido más presupuesto a un cliente?
- Únelo a un resultado y a un riesgo: "Search returns more per dollar. We propose adding 20 percent and reviewing after two weeks."
- ¿Cómo pido más tiempo para responder una pregunta?
- Da una fecha: "I'd rather not guess. Let me confirm the number and send it by end of day." Después cúmplela.
- ¿Qué digo cuando un cliente culpa a la agencia?
- Mantén la calma, asume lo que es tuyo y muestra los hechos: "That part was our mistake, and I'm sorry. Here is the timeline and how we fixed it."
- ¿Digo "dollars" o "pesos" con un cliente de EE.UU.?
- Di "dollars" y escribe USD 12,500 en las slides. Un "$" solo puede leerse como pesos en Argentina, así que sé explícito.
- ¿Cómo digo 1,250,000 o $1.2M en voz alta?
- "One point two five million" o "one million, two hundred fifty thousand". $1.2M es "one point two million dollars". En las slides, usa 1.25M.
- ¿Qué es un QBR y en qué se diferencia de una llamada mensual?
- Un QBR es una revisión trimestral del negocio. Mira tres meses, une los resultados con las metas del negocio y suele incluir estrategia y presupuesto. La llamada mensual es más táctica.
- ¿Qué debe incluir un plan de pruebas?
- Una hipótesis, la variante, una métrica principal, la audiencia, la duración y el criterio de éxito. Acuerda todo antes de lanzar.
- ¿Puedo usar notas o un guion durante la llamada?
- Sí. Deja en notas cortas el titular, los números y el pedido. No leas frases enteras: suena plano y hace más difícil responder preguntas.
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