Marcus
Barboza
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
After years leading sales and marketing at SaaS companies, Marcus spots a pattern: the customer tells the story three times — once to marketing, once to the salesperson, once to post-sales. Margin evaporates in the silence between departments.
Hablla is born
Founder and CRO of Hablla and Growth Hacker at Pericoco Martech, a platform that unifies conversations, data and governance in a single cycle. The company becomes a reference for B2B conversational operations in Latin America.
The methodology gets a name
After applying the framework in dozens of operations, Marcus formalizes MCI — Integrated Conversational Marketing. It's not a channel, it's not a tool: it's a new revenue infrastructure.
The book and the movement
Marcus consolidates the methodology in the book 'Integrated Conversational Marketing', currently in pre-launch. MCI is now taught in executive trainings for CROs, CMOs and CEOs.
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, Ipioca, Blink, UniCV and Lupema
- 7-question diagnostic for your cycle
Let's talk
Executive consulting, keynotes, in-company training or MCI implementation in your operation.