Marcus
BarbozaCriador do MCI — Marketing Conversacional Integrado
Founder and CRO of Hablla and Growth Hacker at Pericoco Martech. Creator of the MCI — Integrated Conversational Marketing. For over a decade redesigning the revenue cycle of companies that sell through conversation.
Founder · CRO · Growth Hacker · Author
"Companies don't lose customers over price.
They lose because context doesn't cross departments."
MCI was born from an obsession: treat conversation as infrastructure — not as a channel. When marketing, sales, CS, support, CX and business performance operate under the same cycle, the invisible margin returns to the bottom line.
Born from an observation no one wanted to name
MCI — Integrated Conversational Marketing — emerged from Marcus Barboza's view of how commercial, marketing and relationship operations evolved in multichannel environments. The central problem stopped being the absence of leads: it became the loss of context, memory and continuity across every interaction.
The first implementations happened at the clients of Pericoco Martech — that's where, in real operations, the reading moved beyond diagnosis and proved itself in practice. From that ground, MCI was formalized as a teachable methodology, capable of organizing Marketing, Sales, CS, Support, CX and Business Performance around a single unit of value: the conversation.
Where MCI stops being a concept.
Hablla was founded by Rodrigo Xavier, Álvaro Magri and Marcus Barboza. It is on Hablla's platform, operation and market vision that MCI gains practical application at scale.
Without Hablla, the methodology would have nowhere to run. It was Rodrigo Xavier's market vision and Álvaro Magri's engineering that turned MCI into product, data, AI and governance — operating the conversation as a unit of value not in theory, but in production at real scale.
Customers don't descend stages. They alternate states.
MCI replaces the linear funnel view with a logic of cycles, decision states, conversational archetypes, operational memory and dynamic progression.
Cycles, not stages
The customer advances, retreats, pauses and decides again — sometimes within the same day.
Decision states
Every conversation signals a decision moment — not a position in a pipeline.
Conversational archetypes
Behavior patterns that guide the next best turn.
Conversational marketing needed new axes.
When the conversation becomes the central asset, product-price-place-promotion are no longer enough. The 8Cs organize what truly governs the decision.
RevOps integrated departments. MCI integrates context, memory and conversation.
MCI expands RevOps logic by incorporating Marketing, Sales, CS, Support, CX and Business Performance under the same conversational layer — adding generative AI, operational memory, governance and predictability over every decision cycle.
Ten years to MCI
The milestones that turned a practical frustration into a teachable methodology.
The frustration
The inbound marketing strategy does not speak to Sales. Generated leads reach the salesperson without enough context. Margin evaporates in the silence between departments.
Forced integration
Sales and Marketing must operate as a single cycle. Aligning goals is not enough: the customer's context needs to cross departments without loss.
The future is conversational
Chat and SMS cease to be support channels and become sales infrastructure. We begin implementing Conversational Marketing in real operations.
Zenvia partners
Facebook launches the official WhatsApp API. We become Zenvia partners to operate the first version of the integration at enterprise scale.
Meio API
The startup Meio API is born to connect RD Station to WhatsApp through the Zenvia broker. Conversation becomes a revenue entry point.
The encounter
In an omnichannel operation with the official API, I meet Rodrigo Xavier and Álvaro Magri. The core business is systems integration — and conversation is the connecting thread.
Hablla
Hablla is born with the challenge of uniting CRM, conversational channels and generative AI in a single platform. MCI gains a technological engine.
The methodology
After implementing the framework at dozens of Pericoco Martech clients, we formalize MCI — Integrated Conversational Marketing. It's not a channel, it's not a tool: it's revenue infrastructure.
The book
I finalize the manuscript of 'Integrated Conversational Marketing'. Ten years of operation condensed into an auditable framework for CROs, CMOs and CEOs.
The tools
I create interactive tools to facilitate understanding of the book before its release in the second semester. Theory and practice in one place.
Integrated Conversational Marketing
The new infrastructure of growth
Integrated Conversational Marketing
The definitive manual for CEOs, CROs and CMOs who want to stop financing organizational amnesia. Ten years of practice condensed into an auditable framework.
- The 4 MCI pillars and how to install them
- The anatomy of invisible margin
- Real cases: Hablla, Costa Aurora, Nexa, UniVerta and Vermont
- 7-question diagnostic for your cycle
Let's talk
Executive consulting, keynotes, in-company training or MCI implementation in your operation.