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GOL launches new payment format and tickets can now be purchased with FGTS

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GOL launches new payment format and tickets can now be purchased with FGTS

GOL Linhas Aéreas, the main Brazilian airline, announces a new feature that promises to make life easier for its customers. Now, passengers can purchase airline tickets using the early withdrawal of the Birthday Withdrawal from the FGTS (Guarantee Fund for Length of Service). This new payment option is the result of a partnership between GOL and Banco Digio, Bradesco's digital bank, with technology from Finantech.

The initiative is part of the Company's commitment to providing solutions that meet Customers' needs, allowing them to plan their trips in a more accessible and flexible way. The payment for the airline ticket will be made with the amount available for the early withdrawal of the FGTS Birthday Withdrawal, in partnership with Banco Digio. It is worth noting that this convenience is exclusive to purchases on the GOL website.

“We are always looking for solutions that offer greater convenience and accessibility to our customers. The partnership with Banco Digio and Finantech is an important step towards democratizing access to air travel, allowing more people to plan their vacations and special moments using a resource they already have in their daily lives. With this new payment method, we hope that the travel experience will become even easier and more enjoyable for all our passengers,” says Diogo Lopes, GOL’s Director of Payment Methods.

With this new modality, clients with a balance in the FGTS can advance up to 10 years of the Birthday Withdrawal to purchase airline tickets, bringing the dream of travel closer. The amount available in the FGTS account must be greater than R$300, and the purchase must be made at least 4 days prior to the travel date.

“We are excited to join forces with GOL and Finantech to offer significant benefits to consumers. Our goal is to enable people to have more financial possibilities for their leisure time, using resources that are already theirs, such as the early withdrawal of the FGTS Anniversary Withdrawal, without compromising their monthly income or creating future debts,” says André Fonseca, CFO of Banco Digio.

GOL reaffirms its commitment to innovate and transform the travel experience of Brazilians, always seeking alternatives that meet the diverse needs of its Customers. For more information about this new payment method and purchasing airline tickets, visit GOL's website.

Tray integrates system with Privalia's Brandsplace and increases sales channel options for retailers

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Tray integrates system with Privalia's Brandsplace and increases sales channel options for retailers

A Tray, an e-commerce platform owned by LWSA, announced integration with Brandsplace, Privalia's marketplace – a hub with 16 years of operation in the Brazilian market that connects consumers to over 600 "love brands". With the initiative, the company further expands the sales channel options for retailers who already have more than 30 options, including the largest marketplaces operating in the country.

In this way, the retailer operating through the Tray platform will be able to make sales in Privalia's featured categories, such as fashion, accessories, footwear, pets, kids, beauty, beverages & gastronomy, home, electronics, and even travel.

The hub currently has about 20 million users and records around 500,000 daily visits. "This partnership is very important for Tray because it benefits the platform's retailers by increasing their sales potential through offering a large showcase of brands and loyal consumers," says Thiago Mazetto, Tray's director.

The configuration to integrate the Bransdplace online store is already available and can be installed by any Tray retailer directly through the app store. Upon completing the setup, the entrepreneur will go through Privalia's approval and, once granted, will be able to offer their virtual store products on the marketplace.

FCamara opens more than 150 professional opportunities

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FCamara opens more than 150 professional opportunities

Brazilian multinational FCamara has over 150 open opportunities. The vacancies are available for the company's technology and innovation areas, in on-site, remote, and hybrid models for the state of São Paulo – capital, metropolitan region, and interior – Curitiba, Belo Horizonte, and even for the offices in Lisbon and Dubai.

Interested candidates can apply for positions such as Product Owner, Business Consultants, Performance Analyst, Revenue Operations, Information Security, Data Architecture, Back-end, Front-end, and Fullstack Developers, at levels including mid-level, senior, and specialist. The company has an active talent pool for candidates interested in future job openings.

For more information about vacancies and to register your CV, candidates can access theFCamara pageon Gupy or follow theofficial company profile on LinkedIn.

FCamara is an innovation technology ecosystem that has been in the market for 17 years, implementing actions that promote the development of its professionals. Among them, the Training Program stands out for those at the beginning of their careers and wanting to work with technology; the Orange Juice tech community, which emerged within FCamara's Training Program; the Leadership School, a comprehensive immersion for your leaders; and various partnerships.

Cybersecurity Month: Discover new hacking strategies and how to protect yourself

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Cybersecurity Month: Discover new hacking strategies and how to protect yourself

During the month of October, awareness about cybersecurity worldwide is promoted. Although consumers and businesses have become more aware of tactics such as phishing or malware, there are still other less known methods and devices widely used by cybercriminals. During a period when a drastic increase in the number of attacks is documented and people are increasingly using smart devices in their daily lives, it is essential that both companies and users give proper importance to security.

Thinking about it, thePalo Alto Networks, a leading cybersecurity company dedicated to protecting organizations and consumers against digital threats, has selected the main recent discoveries about attacks on smart devices to warn about the dangers that can affect anyone.

According to Marcos Oliveira, Country Manager of Palo Alto Networks in Brazil, despite the unprecedented increase in cyberattacks, users still believe that incidents are unrelated to them. "Unfortunately, in the current threat landscape, everyone is susceptible, and the consequences of cybercrime can be incredibly severe for companies and consumers," states the executive.

The potential for consumers to become victims of cybercrimes has skyrocketed as the speed of attacks also advances. In nearly 45% of cybersecurity cases recorded by Palo Alto Networks this year, criminals exfiltrated data within less than a day after the attack, which means that actions to stop them must occur within a few hours before the information is compromised.

For users, the pathways of cybercrimes are diversifying rapidly. Although Palo Alto Networks recorded a 17% reduction in phishing attacks in 2023, many new routes have opened up through the smart devices that have entered the market.

New types of attacks detected

There are still several types of attacks that consumers need to be aware of, from fake Wi-Fi networks to smart speakers, according to researchers at Palo Alto Networks, who have compiled the following definitive guide to help users protect themselves and keep their personal devices safe:

  • Ataques evil twin:They consist of setting up a fake Wi-Fi network in public places, such as restaurants or airports, tricking users into connecting to it. This allows intercepting data such as passwords, emails, and bank card information.
  • Juice jacking:The intruders access public charging stations, such as those found in airports or cafes, to steal data. When users connect their devices to these power stations, malicious software can be injected into the devices.
  • Cryptojacking: it is the seizure of users' devices to mine cryptocurrencies without their knowledge. This unauthorized activity may lead to increased electricity costs, reduced device performance, and potential hardware damage.
  • Smart devices:Cybercriminals can target consumers on devices that go far beyond just phones or computers. Refrigerators, coffee makers, and other connected devices can be entry points to access more vulnerable systems.
  • Portable devices:Electronic fitness devices and other wearable devices, such as watches, can expose personal and health data, potentially leading to data breaches for consumers or businesses.
  • Automotive systems:Cars with internet-connected entertainment systems can also be targets for hackers. Hackers can access the user's personal data, track their location, or even interfere with system functions.

In 2023, according to the Identity Theft Resource Center, there was a 72% increase in data breaches compared to 2021, which set the record. As intruders become increasingly creative in the ways they target people, and with a recorded 49% year-over-year increase in victims posted on ransomware breach sites, it has become increasingly important for consumers and companies to take effective cybersecurity measures.

“While the number of attacks, the level of sophistication and the methods used are evolving rapidly, the good news from a consumer perspective is that the chances of being hacked can be significantly reduced by following some general best practices,” concludes Oliveira.

To protect personal data, consumers should always ensure their devices have the latest security updates, use strong and unique passwords, and enable two-factor authentication whenever possible. Furthermore, it is essential to be careful with what they download or click on, and always value the use of antivirus software for an additional layer of protection.

ScaleUp in Brazil startup acceleration program announces those selected for its fifth edition

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ScaleUp in Brazil startup acceleration program announces those selected for its fifth edition

O ScaleUp in Brazil, an acceleration program developed by ApexBrasil (Brazilian Agency for Export and Investment Promotion) and ABVCAP (Brazilian Association of Private Equity and Venture Capital), recently launched its fifth edition to support international companies seeking to expand their operations to Brazil. Thanks to the partnership with the Israel Economic Mission in Brazil, Enterprise Singapore, and JETRO – Japan External Trade Organization, the program now serves companies from Israel, Japan, and Singapore. In this fifth edition, companies with ESG solutions received an extra score, resulting in more selections from the climatech, agritech, and Industry 4.0 sectors.

The program has four stages: in the first, foreign companies are introduced to the Brazilian market and learn the country's rules and laws so they understand, for example, what is needed to start a business and access talent. These companies also receive a customized market report for their sectors. At the end of this stage, they are evaluated by a panel of investors and corporations who select the top 20 companies to continue their acceleration process.  

Next, startups undergo immersions with industry experts, business development consultants, strategic planning, pitch training, and mentorship programs. This stage is essential to prepare the companies for the three-week trip to Brazil, scheduled to take place in May 2025. After the in-person immersion, companies are supported in the final stage of post-program assistance.

The list of 29 companies selected to participate in the first phase of the program:

  • Adtech and Martech: Partpost
  • Agritech: Fermata, Phenome Networks, Endophyte, e Yevul 
  • Automotive: AutoCoin e Oyika 
  • Climatech, energy transition & decarbonization: AC Biode, JB Energy – Japan Blue Energy, Marvin, Erevista, e NanoClear Water Solutions 
  • Cybersecurity: CloudWize, IronVest, e Multikol 
  • Fintech: Authlete e inabit tech 
  • Healthcare: Qritive e RescueDose 
  • Hub management: PitchBob.io 
  • Industry 4.0: IronComm, ARJeannie e Knowledge Navigator 
  • IT & Data infrastructure: APTO 
  • Retail: Commbox e My Bites 
  • Smart cities: Relyon (Safety Ecosystem ltd) 
  • Textile: PEEL Lab K.K. e Sonovia Technology 

 From Japan to Brazil. One of thecasesThe originators of ScaleUp In Brazil are CloudAce. The company originates from Japan and arrived in Brazil through the fourth edition of the program in 2022. A startup operates with infrastructure for cloud content storage. Currently, CloudAce has a director and team in Brazil and is incubated at Cubo Itaú.

"O ScaleUp in Brazil plays a very important role in attracting these ideas so they can establish themselves and scale in Brazil, including with Brazilian teams. Our country has very specific issues, and the program's stages are precisely designed to identify these companies, which even have synergy with initiatives from various Brazilian entrepreneurs," comments Ângela Ximenes, executive superintendent of ABVCAP.  

ApexBrasil's Investment Manager, Helena Brandão, highlighted the program's contribution to Brazilian neo-industrialization. Second, she said, "the ScaleUp in Brazil program is essential to boost digital transformation and innovation in the Brazilian industry, aligning perfectly with the Nova Indústria Brasil Program. By prioritizing strategic sectors such as Cybersecurity, Climatech, Industry 4.0, IT & Data Infrastructure, and Smart Cities, we are attracting international companies that bring innovative solutions and global expertise to establish themselves in the country. This initiative not only strengthens Brazil's competitiveness but also promotes sustainable development and industrial modernization, benefiting the entire national economy."

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ApexBrasil 

ApexBrasil works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors, currently supporting around 15,000 companies in 80 sectors of the Brazilian economy. It has also served more than 1,300 investors and over 118 projects worth US$ 23 billion in announced investments in Brazil. The Agency is part of the Brazilian Ministry of Foreign Affairs (MRE), through which it has more than 120 offices worldwide, and works closely with other ministries, regulatory agencies, and professional associations.

ABVCAP

The Brazilian Association of Private Equity and Venture Capital (ABVCAP) is a non-profit organization active since 2000, aiming to develop long-term investment activities in the country, and representing national and international institutions active in the Brazilian alternative assets industry, including private equity, venture and seed capital, private credit, infrastructure, real estate, natural resources, and special situations, among others. As a representative entity of the private equity industry, ABVCAP advocates for the interests of industry members with public and private institutions, both domestic and foreign, in pursuit of public policies increasingly favorable to the promotion of these investments in the country, for the benefit of its members and the real economy as a whole.

Israel Trade & Investment 

Israel Trade & Investment, São Paulo Office, is part of the Foreign Administration of the Ministry of Economy of Israel – a network of over 50 offices around the world. Your goal is to connect opportunities, promote business and investments between Israeli and Brazilian companies across various sectors.

JETRO

JETRO, or "Japan External Trade Organization," is an organization affiliated with the Japanese government that works to promote mutual trade and investments between Japan and the rest of the world. Originally founded in 1958 to promote Japanese exports abroad, JETRO's main focus in the 21st century shifted to promoting foreign direct investment in Japan and helping small and medium-sized Japanese companies maximize their global export potential.

Enterprise Singapore 

Enterprise Singapore is the government agency that promotes business development in Singapore. Works with committed companies to build capabilities, innovate, and internationalize. It also supports the growth of Singapore as a global trade and startup hub. As the organization responsible for national standards, it continues to build trust in Singapore's products and services through quality.

Three out of five organizations in Brazil enabled with cyber-physical systems (CPS) lost almost US$500,000 in cyberattacks last year

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Three out of five organizations in Brazil enabled with cyber-physical systems (CPS) lost almost US$500,000 in cyberattacks last year

 Claroty, a company specializing in cyber-physical system (CPS) protection, releases a new study that sheds light on the significant impacts of cyberattacks in environments with cyber-physical systems (CPS). The report “The Global State of CPS Security 2024: The Impact of Business Disruptions” (The Global State of CPS Security 2024: Business Impact of Disruptions) is based on an independent global survey of 1,100 professionals in information security, OT engineering, clinical and biomedical engineering, and facilities management and plant operations on the impacts of cyberattacks on their organizations over the past 12 months.

The research also includes data from interviews with executives of organizations in Brazil. The results revealed a significant financial impact, with three out of five (62%) Brazilian organizations reporting a financial impact ranging from $100,000 to nearly $500,000 due to cyberattacks that affected their cyber-physical systems. Several factors contributed to these losses, the most common being revenue loss (reported by 86% of the organizations interviewed in Brazil), recovery costs and legal fees (42%), and regulatory fines (38%).

Ransomware continues to play a significant role in recovery costs, with seven out of ten (71%) Brazilian organizations having paid nearly US$500,000 in ransom demands to regain access to encrypted systems and files and resume operations. This problem is particularly severe in the global health sector – 78% of respondents worldwide reported ransom payments exceeding $500,000 – as ransomware and extortion attacks in hospitals and clinical environments continue to occur almost nonstop.

Closely linked to financial losses are operational impacts, with more than half of organizations in Brazil (54%) reporting one to twelve hours of operational downtime affecting their ability to produce goods or services. About half (48%) of organizations in Brazil said the recovery process took up to six days, and nearly two in ten (18%) reported that recovery took up to a month. This is particularly notable given that environments with cyber-physical systems, such as manufacturing plants, prioritize the availability and uptime of critical systems—even at the expense of timely security updates and features.

Considering the root cause of these cyberattacks, third-party exposures and remote access persist within organizations. More than half (52%) of Brazilian organizations reported that one to five attacks occurred in the last 12 months, while 48% reported between five and ten attacks, originating from third-party suppliers' access to the CPS environment. However, half of Brazilian organizations (50%) admit to having only some knowledge about third-party connectivity with the cyber-physical systems environment, but are concerned about what they do not know about it.

Although the results show that the last 12 months were disruptive and costly for most organizations in Brazil equipped with cyber-physical systems, the interviewees also demonstrated growing confidence and improvements in their corporations' risk reduction efforts. Most (56%) have greater confidence in their organization's CPSs' ability to withstand cyberattacks today compared to 12 months ago, and more than half (46%) expect to see measurable improvements in cyber-physical system security in the next 3 months.

“The impacts of cyberattacks on asset-intensive organizations can be detrimental to operations and, in fact, often require the level of loss we saw in our study to prompt the necessary cybersecurity investments,” says Grant Geyer,Chief Strategy Officerfrom Claroty. To evolve from a reactive process to a proactive one that will reduce losses, we also found that organizations are changing their mindset – they are beginning to consider it fundamental to fulfilling an organization's mission. The insights from this report confirm that not investing in the very specific challenge of protecting cyber-physical systems can lead to a serious impact on the organization's financial results and that, fortunately, corporations are beginning to realize the return on this investment.

Italo Calvano, Vice President of Claroty in Latin America, emphasizes that: "CISOs have already understood that protecting the corporate environment is essential, but protecting the business is vital for the company's survival." Preserving lives and ensuring business continuity connect CISOs directly toboardof organizations, increasing the relevance of cybersecurity. This movement is strengthened by market initiatives, such as the 'Global CyberSecurity Outlook 2024from the World Economic Forum, which points to "increasingly alarming attacks on critical infrastructure." In Brazil, we have the ONS with its Operational Routine RO-CB.BR.01, which establishes minimum cybersecurity controls for the regulated environment. utilities Brazilian women. Another important milestone is Decree No. 11,856 of the Brazilian Government, which highlights "the prevention of incidents and cyberattacks, especially those directed at critical infrastructures and essential services to society."

To learn more, download the full report:The Global State of CPS Security 2024: The Impact of Business Disruptions.

IT Professional Day: specialization and remote vacancies abroad

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IT Professional Day: specialization and remote vacancies abroad

Among the vacancies with the greatest shortage of talent on recruitment platforms such asIndeed, more than half are linked to the IT area, a challenge that should affectnine out of ten organizationsuntil 2026, according to IDC. For example, 43% of software engineer positions on the Brazilian Indeed platform remain open for 60 days or more, leading the scarcity ranking. On the other hand, Brazil stands out as an emerging hub of IT talent, and its specialized workforce is sought after by foreign companies, which are offering salary opportunities in dollars, with work arrangements that balance professional well-being and personal life.

Damian Wasserman is a co-founder ofBEON.techplatform that connects the best talents in Latin America with companies in the United States, offering fully remote IT team expansion. The executive highlights that Brazil is the country in the region with the highest adoption of this work model, allowing the company to build a team of nearly 100 professionals in the field in just three years of operation in the country, with salaries that can reach up to US$ 100,000 per year (approximately R$ 500,000).

Currently, BEON.tech is offering more than 20 career opportunities for senior professionals, with new positions being added every week. The current openings include positions forSenior Full Stack Engineerin an innovative radiology technology startup,Senior Full Stack Engineerfor a disruptive energy technology company, andProject Managerfor a recognized SaaS document management solutions provider. These roles offer competitive salaries of up to $6,500 per month, providing the opportunity to work with innovative companies in high-impact industries. Other positions are available in the section "Most Wanted Jobs“.

"The IT market shows high demand across various roles, from the most common to the specialized. But for those seeking innovation and following industry trends, data science, artificial intelligence, and machine learning are areas with significant leaps, making them excellent career investment options," comments the executive.

In the data field, João Serrajordia, professor of the courseEBAC Data ScientistBritish School of Creative Arts and Technology also highlights the growing phenomenon of migration of qualified talents abroad. "With the globalization of the labor market, numerous remote opportunities arise, and the international market has a high demand for specialized labor from Brazil. Countries like the United States and the United Kingdom offer significantly higher average salaries, ranging from $70,000 to $120,000 per year," he comments.

IT at the forefront of AI adoption

The adoption of new technologies has become a great ally in the talent shortage scenario, enabling teams to achieve high performance without compromising the well-being of professionals. According to a global survey by Freshworks, the IT department is the one that uses AI the most in daily work, with 89% of professionals using the tool at least once a month. They are in charge of Marketing (86%), Sales (74%), Accounting (74%), HR (77%), Customer Service (64%), and Legal (53%), for example.

In terms of productivity, IT professionals participating in the study estimate that the use of AI solutions could save, on average, 4 hours and 55 minutes per week, the equivalent of 30 working days in a year.

“We live in an era where Artificial Intelligence (AI) technology is rapidly reshaping every industry, and for IT professionals, keeping up with this evolution is no longer an option – it’s a necessity. AI not only increases operational efficiency, but also opens up a wealth of new opportunities for innovation. IT professionals who invest in staying up to date and mastering AI-powered tools and processes will be at the forefront of digital transformation, ready to face challenges and maximize the impact of their organizations in the future,” said Willian Pimentel, Managing Director of Freshworks in Latin America.

Research reveals that 36% of companies adopt continuous feedback as a strategy to boost productivity

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Research reveals that 36% of companies adopt continuous feedback as a strategy to boost productivity

With the increasingly competitive corporate market, Brazilian companies are betting on a new approach to talent development: continuous feedback. According to a recent survey conducted by thePandape, in partnership withImpulse, People Tech specialized in increasing the capacity and productivity of medium and large companies, regular feedback has stood out as an effective strategy to promote professional growth and increase productivity in teams.

Continuous feedback: a rising trend

The study reveals a striking fact: 36% of companies already hold regular feedback sessions between managers and employees, showing a clear trend towards continuous and interactive communication. On the other hand, only 16% still use formal annual evaluations, and 30% opt for individual follow-up meetings. This movement reinforces the growing preference for practices that prioritize constant dialogue rather than isolated assessments.

Another important fact: only 17% of HR professionals use specific tools or software for performance evaluation, which reveals a huge space for digitalization and innovation in these processes.

The importance of continuous and personalized feedback

For Hosana Azevedo, Head of Human Resources at Infojobs and spokesperson for Pandapé, continuous feedback is a transformative tool: “It cannot be a sporadic event. When feedback is continuous, it becomes a powerful lever for employee development, creating a more collaborative and productive work environment. Investing in this constant and personalized communication is the key to getting the best out of each person.”

Engagement and performance: a path to success

The research also indicates that companies investing in continuous feedback practices reap benefits not only in terms of productivity but also in team engagement. Hosana adds: "The companies that stand out in the market today are those that can align the individual growth of their employees with the company's objectives. This type of communication allows for a deeper connection, engaging the team and creating a culture of collaboration and high performance."

The future of business is in feedback

As companies increasingly shift their focus to human development and engagement, continuous feedback becomes a decisive competitive advantage. "Creating a culture of constant feedback is essential not only to improve performance but also to retain talent. When combined with performance management tools, feedback becomes a strategic differentiator for the success of companies," concludes the executive.

The trend is clear: companies that adopt a more dynamic and frequent approach to performance management will be better prepared to face the challenges of a market increasingly focused on innovation and people development.

Sales team qualification is synonymous with business conversion and success

Matthew Pagani
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Sales team qualification is synonymous with business conversion and success

Faced with a constantly changing and increasingly competitive market, companies face significant challenges to stand out. Today, traditional business strategies alone are no longer enough. No wonder, Gartner's consultancy predicts that by 2025, 85% of sales organizations will invest in immersive and adaptive training worldwide. In Brazil, the outlook is also promising: according to Sebrae, the sales training market is expected to grow by 10.2% in 2024.

Alongside factors such as the quality and availability of the products themselves, it is necessary to take further steps forward, having a qualified salesperson by your side with access to the right tools to meet both the brand's goals and the demands of modern customers, who are notably more critical and discerning. This is because, although it is important to have experienced professionals, it is impossible to assemble a team solely with specialists without exceeding the department's budget.

Within this scenario, the role of technology is much greater than simply automating processes, becoming a powerful ally in enhancing the performance of salespeople. Tools like CRM, for example, enable a complete mapping of the sales process, providing data that not only records the negotiation history but also generates strategic insights to improve each professional's performance. With the data at hand, sellers can act more precisely, understanding customer behavior and personalizing their approaches, which translates into better results.

In everyday life, the use of these tools continues to be a differentiator. Automation of operational tasks allows salespeople to focus on more strategic activities, such as customer relationship management. By offering an integrated management platform, the CRM directly contributes to salespeople adopting a more consultative stance, acting as specialists who help the client make autonomous decisions. This approach reflects the transformation of the salesperson's role, who no longer just "pushes" products but adds value to the purchasing process.

Technological innovations offer features that make training more dynamic and effective for these professionals. The CRM itself again enables, for example, the creation of simulations and role-playing based on real situations, providing a practical and direct experience for the salespeople. This methodology allows participants to assimilate the theoretical content and experience everyday sales scenarios, enhancing their skills in a personalized way. Such training, combined with performance monitoring and Individual Development Plans (IDPs), ensures that learning is more effective and tailored to each salesperson's specific needs.

Furthermore, the CRM allows for better performance comparison among sales professionals. Companies that lack visibility into what their salespeople are doing cannot even understand why one professional performs better than their peers. By bringing the entire process into a tool, it is possible to understand exactly what is working best and replicate that knowledge for the rest of the team.

Due to all these factors, it becomes essential for companies to help their salespeople adapt to new technologies. Many professionals still face difficulties when using modern tools, either due to lack of familiarity or resistance to change. Thus, training focused on the use of these solutions is crucial to ensure that teams are prepared to explore the full potential of the available technological resources, maximizing their results in the sales environment.

In addition to training and the use of technology, salespeople's skills need to be adapted to the new pace of consumption. A consultative competence, for example, is a highlight. The current consumer sees the seller as an obstacle to accessing products and services. With the evolution of audience behavior, sellers need to position themselves as authorities in their market, providing clear and objective information so that the customer can make independent decisions. The traditional "push sales" has become obsolete, and technology, when well utilized, facilitates this transition to a more collaborative model focused on the customer experience.

Therefore, continuous employee training is a strategy that goes beyond short-term benefits, symbolizing a vision for the future. Companies that invest in the development of their sales teams and promote continuous learning ensure a competitive advantage in the market. More than ever, training is the key to sustainable growth and building a team prepared for the challenges of a more discerning and evolving market. After all, in a world where change is the only constant, those who do not keep up fall behind.

Expert points out 5 strategies for integrating newsletter campaigns with e-commerce platforms

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Expert points out 5 strategies for integrating newsletter campaigns with e-commerce platforms

The synergy between newsletters and e-commerce platforms is a powerful tool to achieve significant results. By combining these features, companies can create more engaging and targeted shopping experiences, significantly increasing sales.

This integration offers a powerful set of actions that will enable boosting online sales through message personalization, intelligent recommendations, and campaign automation. In this way, it is possible to create more relevant and engaging shopping experiences, increasing conversion and strengthening customer relationships.

Fabio Jr. Soma, innovation specialist and creator of the MAGO Method, which helps entrepreneurs and content creators achieve success with their newsletters, recalls thatCustomization is at the heart of this strategy. By analyzing customer purchasing behavior, companies can create newsletters with highly relevant content, highlighting products and promotions according to individual interests.

The specialist points out that another benefit is the proximity to the consumer, which strengthens brand loyalty. "It is remarkable how personalized newsletters improve the shopping experience. The promotions and featured products are uniquely selected, making it much more likely that the end consumer will make a purchase. The integration between e-commerce and newsletters creates a more engaging and effective experience," concludes Soma.

Fabio highlights 5 strategies for successful integration.

Segmentation and personalization
By dividing the customer base into groups with similar characteristics and behaviors, companies can create even more personalized newsletters. This segmentation can be based on various criteria, such as purchase history, product preferences, age, and geographic location.

Smart recommendationsE-commerce platforms offer advanced features for creating personalized product recommendations. By integrating these tools with newsletters, companies can present customers with product suggestions that perfectly match their profiles and needs.

Campaign automationThe solution allows companies to save time and resources, as well as ensure that messages are delivered at the optimal moment. When setting up automated workflows, companies can send welcome newsletters, abandoned cart recovery emails, and other relevant messages in a personalized and scalable way.

Results analysisTo optimize campaigns, it is essential to closely monitor the results. E-commerce and email marketing platforms offer analytics tools that allow companies to measure the performance of their campaigns, identify which strategies are working, and which need to be adjusted. By analyzing the data, companies can make more informed decisions and continuously improve their actions.

Omnichannel experienceThe integration between newsletters and e-commerce is part of a broader omnichannel experience strategy. By providing a consistent and personalized experience at all customer touchpoints, companies can strengthen their relationship with the brand and increase customer loyalty.

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