MCI
MCI Methodology · Hablla

Your company forgets —
and it's paying for it.

Integrated Conversational Marketing (MCI)

When context doesn't cross departments, channels and people, margin evaporates in silence. Integrated Conversational Marketing turns the conversation into the new asset of value — not the lead.

32%

of margin evaporates in avoidable discounts

5

decision archetypes classified

6

states that govern the cycle

Start here

How to study MCI on this site

A 4-step journey from thesis to your first pilot cycle.

Step 01

Understand the thesis

Read the Manifesto and see why the conversation replaces the lead as the unit of value.

Read manifesto

Step 02

Measure the loss

Use the Calculator and the Diagnostic to estimate the invisible margin lost to operational amnesia.

Run diagnostic

Step 03

Simulate the cycle

Compare an amnesic company with an MCI-driven company.

Simulate

Step 04

Apply to your operation

Explore cases, glossary, articles and tools to design your first pilot cycle.

See study tracks

What you'll discover

Four experiences to understand — first-hand — where your company loses value.

It's not a whitepaper. It's a simulator, an AI diagnostic, a game and a calculator. Each exposes a different angle of conversational governance.

Multichannel Simulator

See side by side the company that forgets and the company that governs context.

AI Diagnostic

Discover your IAm — Amnesia Index — and the Context, Memory and Decision gaps.

Run the Cycle

Serious game: every decision preserves or evaporates margin in real time.

Invisible Margin

How much does your operation lose monthly in avoidable discounts and lost cycles?

MCI Manifesto

MCI Manifesto

"The conversation is the new asset of value. Not the lead. Not the click. Not the session.
It's the context that crosses every interaction — and when forgotten, costs margin that no one sees on the report.

Who it's for

MCI speaks directly to those who pay the cost of amnesia.

C-Level

CEO, CFO, COO

You feel growth costs more than it should. MCI shows where margin evaporates before the P&L flags it.

Marketing & Sales

CMO, CRO, Head of CS

Stop measuring leads. Start governing conversations. MCI redefines the unit of value you track.

Founder

Founder scaling up

Before hiring more people, install conversational memory. Capacity comes from governance, not headcount.

Fresh content

Latest videos and articles

Channel and blog on WhatsApp, AI and Integrated Conversational Marketing — updated weekly.

Latest videos

See all videos
Video cover: WhatsApp Banned: How to Recover Your Account and Avoid Another Ban
15:09
WhatsApp Business

WhatsApp Banned: How to Recover Your Account and Avoid Another Ban

Identify the type of ban, request an official review step-by-step, use ready-made templates, and avoid pitfalls. A humane guide for those who arrived here scared.

July 24, 2026
Video cover: CTWA and Conversion API for WhatsApp: the complete guide
14:15
WhatsApp Business

CTWA and Conversion API for WhatsApp: the complete guide

Click to WhatsApp Ads without CAPI optimize for clicks, not sales.

July 18, 2026
Video cover: New WhatsApp billing in October 2026: the complete guide
WhatsApp Business

New WhatsApp billing in October 2026: the complete guide

No panic, with documentation in hand: what changes, what remains free, and how to calculate your real cost in 10 minutes.

July 14, 2026
Video cover: WhatsApp Username and BSUID: The Definitive Guide (Usernames, Privacy, and the End of Cold Prospecting)
18:10
WhatsApp Business

WhatsApp Username and BSUID: The Definitive Guide (Usernames, Privacy, and the End of Cold Prospecting)

The biggest game-changer for WhatsApp since its launch—and why cold prospecting is over.

July 10, 2026
Video cover: WhatsApp Business Number Health: How to Monitor Quality, Status, and Limits (2026 Guide)
8:41
WhatsApp Business

WhatsApp Business Number Health: How to Monitor Quality, Status, and Limits (2026 Guide)

Conversations that convert, numbers that survive.

July 10, 2026
Video cover: WhatsApp Business Manager: What It Is, How to Create It, and Why It Is Your Most Important Asset
10:13
WhatsApp Business

WhatsApp Business Manager: What It Is, How to Create It, and Why It Is Your Most Important Asset

The ownership layer of your Meta assets—and how to shield it against the errors that bring down entire operations.

July 03, 2026
Video cover: Why WhatsApp Business is Banned: The 3 Signs Before the Block (and How to Avoid It)
12:24
WhatsApp Business

Why WhatsApp Business is Banned: The 3 Signs Before the Block (and How to Avoid It)

WhatsApp banning almost never happens "out of nowhere." Check out the 3 signs Meta gives before a block — quality rating, status, and messaging limits — and how to protect your number.

June 20, 2026

Latest blog articles

See the whole blog
Editorial illustration with purple saturation curves over a dark background, representing Marketing Mix Modeling.
Métricas do MCI

Marketing Mix Modeling (MMM): The Method That Became Indispensable Again in 2026—and How to Apply It to Conversational Marketing

Why the 1960s technique became the measurement story of 2026—and how to combine it with MCI and HTM.

July 22, 2026
Editorial illustration of Bayesian probability curves in purple over a dark background, representing predictive marketing.
Previsibilidade Conversacional

Predictive Marketing: How to Forecast How Many Sales Next Month Will Bring (Before Investing the First Dollar)

From reporting to oracle: how data, AI, and conversation anticipate revenue—featuring a live MCI tool for you to operate.

July 22, 2026
Illustration explaining the role of CQL and RevOps in conversational operations using the MCI methodology.
Métricas do MCIUpdated on

CQL and RevOps: The Conversation Qualified Lead Guide in Revenue Operations

How Conversation Qualified Lead replaces MQL/SQL and becomes the new handoff between Marketing, Vendas, and CS within RevOps.

June 19, 2026
Orbital visualization with glowing spheres rotating in concentric rings on a navy blue background, representing the MCI Órbita.
Implementação do MCIUpdated on

MCI Órbita: The New Way to Track Opportunities (And Why the CRM Became Too Small)

From static funnel to living orbit: how MCI organizes what needs you now, what's in flow, and what hasn't heated up yet.

June 14, 2026
Illuminated conversation bubbles and a flow of light connecting two people in dialogue, representing conversational marketing
A Conversa como Unidade de ValorUpdated on

What Is Conversational Marketing: A Complete Guide for Businesses

Understand what conversational marketing is, why it outperforms traditional marketing, and how to apply it to generate real sales—not just leads.

June 14, 2026
Harvester in a field at sunset illustrating the agribusiness sales cycle
Casos de Uso por Setor

Marketing Conversacional in Agribusiness: How MCI Solves Operational Amnesia in the Rural Sales Cycle

How to apply the MCI methodology to connect RTVs, WhatsApp, CRM, and the producer journey—without losing context between harvests.

June 13, 2026
Article cover: Turista Archetype: high volume, low intent — and the mistake of wasting salesperson time on them
Estados, Arquétipos e Conversation Score

Turista Archetype: high volume, low intent — and the mistake of wasting salesperson time on them

Those who arrive out of curiosity, not pain. Nurture lightly, filter intelligently, and protect sales capacity.

June 12, 2026
Article cover: Use cases by sector: where the cycle breaks and how MCI protects the margin
Casos de Uso por SetorUpdated on

Use cases by sector: where the cycle breaks and how MCI protects the margin

There is no 'MCI for Education' or 'MCI for Retail'. There is MCI applied to the specific decision physics of each sector.

June 11, 2026
Patrocínio editorial

Este canal existe porque a Hablla acredita que conversa bem governada vira receita.

O MCI é o método. A Hablla é a plataforma que coloca o método em produção — inbox omnichannel, CRM, automações e agentes de IA, na mesma jornada.

Conhecer a plataforma A relação MCI ↔ Hablla
  • Omnichannel

    WhatsApp, Instagram, Webchat, E-mail — uma inbox só.

  • CRM + Pipeline

    Kanban, score e visão de receita em tempo real.

  • Agentes de IA

    Qualificam, respondem e agendam 24/7.

  • Automação conversacional

    Fluxos visuais que disparam mensagens e tarefas.

Start your MCI journey

In less than 8 minutes you'll discover your operation's IAm and the 3 gaps draining margin right now.