Strategic Marketing

Strategic Marketing

Strategic Leadership

msManny Santos, MCDBA, PMP, USMC Advanced Leadership; Lead strategist

Smart, funny and great dad! This Philadelphian is a tried and true Philly sports fan who cooked and served up authentic cheesesteaks at Cappuccino’s on North Broad when he was 17 years old. He is natural teacher who has coached Marines in the boxing ring and his kids on Colonie and Niskayuna football and baseball fields. He’s a strong family man who participates in local community organizations, enjoys golf and Sunday morning church service.

Manny is an experienced, integrated marketing professional with an Information Technology background that has consulted for small to large companies such as Comcast, University of Pennsylvania, Tribune Broadcasting and New York City advertising agencies. He has developed business plans in various industries including Online Marketing, Healthcare, Education, Software & Non-Profits.

As former Chairman of the Northeast Kidney Foundation, and in collaboration with a great board and executive director, Manny developed a plan and led the NEKF to a sound position by achieving several operational and financial goals. This was accomplished using a 3-year business plan designed and implemented by Manny from 2012 – 2015. He has also consistently overachieved business development goals for 3 consecutive years as VP of Operations for Go Gonzalez .


cahrlotteCharlotte Sahadeo, MBA Financial and Business Analyst; Research

Enthusiastic, Sharp and quick witted! Charlotte has a contagious positive spirit that leaves you feeling good for the rest of the day. While her expertise is in business finance and forensic accounting, she is also passionate about public relations.

Merck, SAP & University of Pennsylvania are some companies that have benefited from Charlotte business and financial strategies. She is currently managing a $35 Million budget for a large pharmaceutical company and has recently rolled out finance tools in Europe and Latin America.

Charlotte manages profitability metrics, contract negotiations, cross-region financial analysis and forecasting that entails tracking of accounting practices, profit exchange risk analysis and vendor price equalization. She also performs online public relations, financial assessments, trend analysis, 3-5 year projections and preparation of year-end taxes and profitability reports. She also provides public relations direction and quality assurance for marketing strategy.


ecEdward Concepcion, Web Master; Global Online Marketing Specialist

The nicest geek you will ever meet! Ed is known by many clients and friends as one of the sweetest human beings on the planet. A great dad to four boys who loves family more than anything. He also enjoys a nice strong coffee and an H Upman cigar.

Ed is a pioneer in the web 2.0 / user-generated content space. He has led Online Marketing integration for global companies such as Play Power Global, Miracle Recreation and Billy Graham Evangelistic Association as well as educational institutions.

He is a retired U.S. Army Captain with extensive leadership in web development, project management, online marketing and the development of software support departments. ED provides technical guidance for the systems that are required for all projects.

Uniquely Suited

Ed and Manny have many years of experience in the online marketing and web development space. Over 18 years they have developed several digital marketing departments and systems including Web Development, Software Support, SEO, SEM, Lead Generation, Conversion Strategies and email marketing for local, national and global companies. Charlotte financial background and online public relations experience provides the right balance and accountability to the establishment of people, process and service for this business.  This team has developed business plans and marketing plans for University of Pennsylvania, Penn Medicine, Inflooense mobile app, Digital Marketing Firms, Pharma Companies, charitable organizations and several organizations that sought out Go Gonzalez.

Strategic Process

SWOT-Analysis-examples-clearThe Go Gonzalez team collaborates with key personnel to develop the path to realize your your organization. The objective of the team is to develop the process, obtain or utilize the right people, develop the service and determine the measure required to cultivate the success of the product or service.


Go Gonzalez recognizes the valuable insight that a client contributes during the needs analysis phase of the strategic process. What is said and what is not being said are both critical to developing the right strategy. Go Gonzalez works to understand the objective and obstacles that could hinder achieving goals to determine the research required for the right solution. In most cases a recorder or scribe is present to make sure that valuable information is not missed.


Determining the right solution requires research. The Go Gonzalez team has experts in integrated media research, market, internal and competitive analysis. There is no limit to the creativity used to obtain the information required to make sound decisions. From SWOT to mystery shopper to surveys and anonymous calls, the required research is always obtained.


The Go Gonzalez team believes in working collaboratively to find solutions. Strategies are developed in team meetings after careful review of client requirements and research. Software and mapping is used to determine the direction of the strategy, then proposed formally.


A project management professional develops a step by step project plan to meet the objectives of the approved strategy. The plan is entered in to the Go Gonzalez project management system so that project team members have access to project information at all times. Business plans are also access through an online platform. All projects updates are sent via email automatically.


Benchmarks and measures are determined as part of the project plan. Whether the data is for a media campaign, lead generation or a sales effort, benchmarks set the bar and measures show if the bar was reached. Therefore, reviews of benchmark and measures are essential to the project plan.

Audit / Quality Assurance

The auditing process assesses measures and confirms that the strategy is implemented and followed correctly. This process also allows the team to make necessary strategy adjustments if applicable.

Go Gonzalez is involved in strategic marketing year around and offers great insight and expertise from project in a variety of industries including Healthcare, Insurance, Automotive, Non-Profit Organizations and Retail. The process is methodical; the challenges can vary, but success is not optional.

Why a Business Plan

Developing a business plan forces a review of the entire company. Value proposition, marketing assumptions, operations plan, financial plan and staffing plans all have to make sense. The path to profitability has to be clear.

In the development of a lead generation business, critical aspects of the business such as a lead model, business process, staff and expansion needs to be established to realize growth.

If the marketing plan projects goals for leads and customers for a specific market, the model forces the management to determine the staff required to meet those goals by market. The solutions may conclude that forming partnerships, targeting other lead generation companies and concentrating on bulk sales to large companies would be your best tactics.

Many answers are uncovered during the business planning process. Viewing the plan as a fund-raising tool is just the beginning of the story. The plan is used for managing the development of the business, the operation of the business and for recruiting.

Return on Investment

As the plan is being developed, all financial matters are considered using business plan calculators that help determine starting costs, cash flow, discounted cash flow, break-even and even website conversion rate. The ROI, profitability must be and will be clear.

Next Steps

The plan is a complete guide to establishing the business. Once the plan is developed, the individual responsible for implementing the plan should be able to follow the plan to realize success.

Businessman drawing Strategy concept on blurred abstract background