{"id":5987,"date":"2025-06-30T10:00:34","date_gmt":"2025-06-30T13:00:34","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=5987"},"modified":"2025-11-18T10:47:29","modified_gmt":"2025-11-18T13:47:29","slug":"business-model-canvas-strategic-map","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/","title":{"rendered":"Business Model Canvas: the strategic map your marketing needs to generate more ROI"},"content":{"rendered":"<p>If you try to climb a mountain in the dark, with no map, no compass and no idea where the top is, you\u2019re bound to find yourself in a tough spot, right? That\u2019s how many marketing teams operate: full of good intentions, but without a clear vision of the path forward. That\u2019s where <strong>Business Model Canvas<\/strong> \u2014 a visual, simple and powerful tool that works as a true strategic map for any business that wants to sell more, spend less and generate more ROI.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#O_que_e_o_Business_Model_Canvas_e_para_que_serve\" >What is the Business Model Canvas and what is it for?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Os_9_blocos_do_Business_Model_Canvas_explicados_um_a_um\" >The 9 blocks of the Business Model Canvas explained one by one<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Segmentos_de_clientes\" >Customer segments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Propostas_de_valor\" >Value propositions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Canais_de_distribuicao_e_comunicacao\" >Distribution and communication channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Relacionamento_com_o_cliente\" >Customer relationship<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Fontes_de_receita\" >Revenue sources<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Recursos_principais\" >Key Features<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Atividades-chave\" >Key activities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Parcerias_principais\" >Main partnerships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Estrutura_de_custos\" >Cost structure<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Os_4_pilares_estrategicos_do_Business_Model_Canvas\" >The 4 strategic pillars of the Business Model Canvas<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Infraestrutura_%E2%80%93_Como_entregamos_valor\" >Infrastructure \u2013 How we deliver value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Oferta_%E2%80%93_O_que_entregamos\" >Offer \u2013 What we deliver<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Clientes_%E2%80%93_Para_quem_entregamos_valor\" >Customers \u2013 Who we deliver value to<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Financeiro_%E2%80%93_Como_o_negocio_se_sustenta\" >Financial \u2013 How the business is sustained<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Por_que_o_BMC_e_uma_ferramenta_essencial_para_o_marketing\" >Why BMC is an essential tool for marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Alinhamento_estrategico_entre_marketing_vendas_e_produto\" >Strategic alignment between marketing, sales and product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Visualizacao_rapida_para_tomada_de_decisao\" >Quick view for decision making<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Clareza_na_proposta_de_valor_e_posicionamento\" >Clarity in value proposition and positioning<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Como_usar_o_Business_Model_Canvas_para_gerar_mais_ROI_no_marketing\" >How to use the Business Model Canvas to generate more ROI in marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Mapeamento_da_jornada_do_cliente_dentro_do_Canvas\" >Mapping the customer journey within the Canvas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Ajuste_de_mensagens_com_base_na_proposta_de_valor\" >Adjusting messages based on the value proposition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Integracao_com_funil_de_vendas_e_inbound_marketing\" >Integration with sales funnel and inbound marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Aplicando_o_Business_Model_Canvas_na_pratica_um_exemplo_de_empresa_B2B\" >Applying the Business Model Canvas in practice: an example of a B2B company<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Caso_ficticio_de_uma_empresa_de_tecnologia\" >Fictional case of a technology company<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Como_o_Canvas_ajuda_a_identificar_gargalos_e_oportunidades\" >How Canvas helps identify bottlenecks and opportunities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Quando_o_BMC_nao_funciona_causas_e_correcoes\" >When BMC Doesn&#039;t Work: Causes and Fixes<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Canvas_estatico\" >Static Canvas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Falta_de_envolvimento_do_time_de_marketing\" >Lack of involvement from the marketing team<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Desalinhamento_entre_os_blocos\" >Misalignment between blocks<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Ferramentas_para_criar_e_compartilhar_seu_Business_Model_Canvas\" >Tools to create and share your Business Model Canvas<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Opcoes_gratuitas_e_pagas_Miro_Canva_Strategyzer\" >Free and paid options (Miro, Canva, Strategyzer)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Versoes_digitais_colaborativas_para_equipes_remotas\" >Collaborative digital versions for remote teams<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#Conclusao_o_Canvas_como_mapa_indispensavel_para_times_alto_desempenho\" >Conclusion: Canvas as an indispensable map for high-performance teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#FAQ_%E2%80%93_Perguntas_frequentes_sobre_Business_Model_Canvas\" >FAQ \u2013 Frequently Asked Questions about Business Model Canvas<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#1_O_que_e_Business_Model_Canvas\" >1. What is Business Model Canvas?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#2_Quais_sao_os_nove_blocos_do_Business_Model_Canvas\" >2. What are the nine blocks of the Business Model Canvas?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#3_Como_aplicar_o_Business_Model_Canvas_no_marketing_digital\" >3. How to apply the Business Model Canvas in digital marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#4_Por_que_o_BMC_aumenta_o_ROI_das_campanhas_de_marketing\" >4. Why does BMC increase the ROI of marketing campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/#5_Qual_ferramenta_usar_para_montar_um_Business_Model_Canvas\" >5. Which tool should I use to create a Business Model Canvas?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_o_Business_Model_Canvas_e_para_que_serve\"><\/span>What is the Business Model Canvas and what is it for?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Business Model Canvas is a strategic planning tool created by Alexander Osterwalder. It helps you design, visualize, and adjust a company&#039;s business model on a single page.<\/p>\n<p>It consists of nine essential blocks that show how the company creates, delivers and captures value. Thus, it works as a \u201cmap\u201d that guides all important marketing, sales, product and operations decisions.<\/p>\n<p>The model was first presented in the book <em>Business Model Generation<\/em>, and has since become a global standard used by startups, established companies, agencies and even NGOs. Precisely because of its simplicity and depth at the same time, Canvas has gained space even in marketing departments, where it helps to give meaning to campaigns that were previously carried out on autopilot.<\/p>\n<blockquote><p><strong><em>\u201cThe Business Model Canvas is a visual strategic planning tool that describes how a company creates, delivers and captures value by breaking down its business model into nine interdependent building blocks.\u201d<\/em><\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Os_9_blocos_do_Business_Model_Canvas_explicados_um_a_um\"><\/span>The 9 blocks of the Business Model Canvas explained one by one<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Segmentos_de_clientes\"><\/span>Customer segments<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>First, who are your customers? This is perhaps the most critical question. In this section, you map out the different customer profiles that your company serves. This can include personas, niches, segments by behavior or even strategic accounts (in the case of ABM \u2013 Account-Based Marketing strategies).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Propostas_de_valor\"><\/span>Value propositions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is where the heart of your business lies. What problem do you solve? What benefit do you deliver? <a href=\"https:\/\/verocontents.com.br\/en\/blog\/value-proposition-canvas-what-and-how-to-use-it\/\">value proposition<\/a> must be clear, direct and different from what competitors offer. Therefore, this block will guide all marketing messages.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Canais_de_distribuicao_e_comunicacao\"><\/span>Distribution and communication channels<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>How does the customer engage with your company? How do they consume your content, learn about your solution, purchase, and receive the product or service? This part of the Canvas helps you identify where to focus your media, traffic, and content efforts.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Relacionamento_com_o_cliente\"><\/span>Customer relationship<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Does your marketing go beyond conversion? This block addresses how the company relates to customers before, during and after the sale. In this sense, this includes nurturing, support, <a href=\"https:\/\/verocontents.com.br\/en\/blog\/customer-loyalty-the-role-of-digital-marketing-2\/\">loyalty<\/a> and even enchantment strategies.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Fontes_de_receita\"><\/span>Revenue sources<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>How much does the customer pay, when and how? This defines the monetization model. In other words, it can be direct sales, subscriptions, upsells, consulting \u2014 and this directly affects the journey that marketing must build.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Recursos_principais\"><\/span>Key Features<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What do you need to have or master to deliver the value proposition? Above all, it could be a technology, a specialized team, a strong brand or an exclusive channel.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Atividades-chave\"><\/span>Key activities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What are the essential activities for a business to function? For marketing, this can include lead generation, as well as content production, social media management, among others.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Parcerias_principais\"><\/span>Main partnerships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>No one grows alone. Therefore, in this block, the strategic partnerships that help the company to function are mapped. This can include agencies, suppliers, platforms, <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-influencer-marketing-and-how-can-it-help-your-digital-strategy-2\/\">influencers<\/a>, etc.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Estrutura_de_custos\"><\/span>Cost structure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finally, how much does it cost to keep all this running? First of all, identifying fixed and variable costs is essential to calculate the ROI of marketing actions more accurately.<\/p>\n<blockquote><p><strong><em>\u201cThe 9 blocks of the Business Model Canvas are: Customer Segments, Value Proposition, Channels, Customer Relationship, Revenue Streams, Key Resources, Key Activities, Key Partnerships and Cost Structure.\u201d<\/em><\/strong><\/p><\/blockquote>\n<figure id=\"attachment_5991\" aria-describedby=\"caption-attachment-5991\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-large wp-image-5991\" src=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo-1024x724.jpg\" alt=\"Business Model Canvas - Example\" width=\"750\" height=\"530\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo-1024x724.jpg 1024w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo-300x212.jpg 300w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo-768x543.jpg 768w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo-18x12.jpg 18w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-Exemplo.jpg 1200w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5991\" class=\"wp-caption-text\">Business Model Canvas \u2013 Example<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Os_4_pilares_estrategicos_do_Business_Model_Canvas\"><\/span>The 4 strategic pillars of the Business Model Canvas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Have you ever heard that the <strong>Business Model Canvas can be divided into 4 main pillars<\/strong>? Yes \u2014 the nine blocks of the Canvas can be organized into four areas that represent the foundations of any business model.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Infraestrutura_%E2%80%93_Como_entregamos_valor\"><\/span><strong>Infrastructure<\/strong> \u2013 <em>How we deliver value<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It encompasses everything necessary for the value proposition to be delivered:<\/p>\n<ul>\n<li><strong>Key Features<\/strong><\/li>\n<li><strong>Key Activities<\/strong><\/li>\n<li><strong>Main Partnerships<\/strong><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Oferta_%E2%80%93_O_que_entregamos\"><\/span><strong>Offer<\/strong> \u2013 <em>What we deliver<\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It deals with what makes your product or service valuable to the customer:<\/p>\n<ul>\n<li><strong>Value Propositions<\/strong><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Clientes_%E2%80%93_Para_quem_entregamos_valor\"><\/span><strong>Clients<\/strong> \u2013 Who we deliver value to<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It shows who the business exists for and how it relates to those people:<\/p>\n<ul>\n<li><strong>Customer Segments<\/strong><\/li>\n<li><strong>Customer Relationship<\/strong><\/li>\n<li><strong>Channels<\/strong><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Financeiro_%E2%80%93_Como_o_negocio_se_sustenta\"><\/span><strong>Financial<\/strong> \u2013 How the business is sustained<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Represents the financial inputs and outputs of the model:<\/p>\n<ul>\n<li><strong>Cost Structure<\/strong><\/li>\n<li><strong>Revenue Sources<\/strong><\/li>\n<\/ul>\n<p>This division is very useful for quick analyses, presentations to the board and alignment between areas. In addition, it helps to identify imbalances \u2014 such as, for example, a promising value proposition supported by insufficient resources, or channels that do not communicate well with customer segments.<\/p>\n<blockquote><p><strong><em>\u201cThe 4 pillars of the Business Model Canvas are: Infrastructure, Offering, Customers and Financial. They group the 9 blocks of the model into strategic areas that represent how the business creates, delivers and captures value.\u201d<\/em><\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Por_que_o_BMC_e_uma_ferramenta_essencial_para_o_marketing\"><\/span>Why BMC is an essential tool for marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Alinhamento_estrategico_entre_marketing_vendas_e_produto\"><\/span>Strategic alignment between marketing, sales and product<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When marketing and <a href=\"https:\/\/verocontents.com.br\/en\/blog\/inbound-sales-what-and-how-it-works-and-what-are-the-benefits-2\/\">sales<\/a> They don&#039;t talk, the customer feels it. The Canvas is a bridge between areas, ensuring that everyone is on the same page about what they are selling, to whom and how.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Visualizacao_rapida_para_tomada_de_decisao\"><\/span>Quick view for decision making<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the biggest advantages of the BMC is its ability to simplify. Instead of long, difficult-to-understand reports, the Canvas visually shows where the bottlenecks and opportunities are.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Clareza_na_proposta_de_valor_e_posicionamento\"><\/span>Clarity in value proposition and positioning<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Have you ever stopped to think about whether your communication really reflects what sets your business apart? BMC forces you to reflect on this \u2014 and that changes everything. After all, clear positioning = more efficient campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_usar_o_Business_Model_Canvas_para_gerar_mais_ROI_no_marketing\"><\/span>How to use the Business Model Canvas to generate more ROI in marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Mapeamento_da_jornada_do_cliente_dentro_do_Canvas\"><\/span>Mapping the customer journey within the Canvas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Aligning the Canvas blocks with each stage of the marketing funnel helps you identify where more investment is needed. Maybe you have a strong value proposition but under-exploited channels. However, you have a good relationship with your customer, but no well-defined revenue streams.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Ajuste_de_mensagens_com_base_na_proposta_de_valor\"><\/span>Adjusting messages based on the value proposition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Each campaign, post or ad should accurately reflect what is in the value proposition block. Above all, when there is alignment, the customer feels trust \u2014 and this directly impacts ROI.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Integracao_com_funil_de_vendas_e_inbound_marketing\"><\/span>Integration with sales funnel and inbound marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The BMC does not replace the funnel, but <a href=\"https:\/\/verocontents.com.br\/en\/blog\/flywheel-and-sales-funnel-what-are-the-differences-and-how-to-integrate-the-models-2\/\">complements<\/a>. From now on, use the Canvas to understand the business, and the funnel to guide your actions. Primarily, the secret is to use the Canvas as a map and inbound as the journey.<\/p>\n<blockquote><p><strong><em>\u201cThe Business Model Canvas helps increase the ROI of marketing campaigns because it allows you to identify strategic flaws, align communication with the value proposition and adjust the most effective channels for conversion.\u201d<\/em><\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Aplicando_o_Business_Model_Canvas_na_pratica_um_exemplo_de_empresa_B2B\"><\/span>Applying the Business Model Canvas in practice: an example of a B2B company<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Caso_ficticio_de_uma_empresa_de_tecnologia\"><\/span>Fictional case of a technology company<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Imagine a company that offers a platform for <a href=\"https:\/\/www.jivochat.com.br\/blog\/ferramentas\/crm-com-ia.html\">CRM<\/a> For small businesses. In the Canvas, she defines her client as small business owners with low digital maturity. So, what would the value proposition be? &quot;Make your sales team more productive with a simple and accessible tool.&quot; And the channels? Organic traffic, email, and partners. However, when putting together this Canvas, the team realizes that the acquisition channels were misaligned with the customer segments\u2014and decides to shift the focus from paid traffic to content marketing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Como_o_Canvas_ajuda_a_identificar_gargalos_e_oportunidades\"><\/span>How Canvas helps identify bottlenecks and opportunities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Just by viewing the Canvas, questions arise such as: <em>\u201cAre we relating to the customer in the right way?\u201d<\/em>, <em>\u201cIs our revenue compatible with the value we deliver?\u201d<\/em> or <em>\u201cDo we have the right partnerships to grow?\u201d<\/em><\/p>\n<p>These answers help you focus on actions that bring real returns.<\/p>\n<blockquote><p><strong><em>\u201cTo apply the Business Model Canvas in marketing, it is necessary to align the Value Proposition, Customer Segments and Channels blocks with the purchasing journey, ensuring that each marketing action is connected to the business strategy.\u201d<\/em><\/strong><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Quando_o_BMC_nao_funciona_causas_e_correcoes\"><\/span>When BMC Doesn&#039;t Work: Causes and Fixes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Canvas_estatico\"><\/span>Static Canvas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Canvas is a living organism. In other words, companies that fill it out once and never review it again are missing out on one of the greatest opportunities for continuous learning.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Falta_de_envolvimento_do_time_de_marketing\"><\/span>Lack of involvement from the marketing team<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Often, the Canvas is created only by the board of directors. But those on the front lines \u2014 marketing and sales \u2014 need to participate. After all, these are the areas that feel the problems and opportunities most closely.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Desalinhamento_entre_os_blocos\"><\/span>Misalignment between blocks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s no point in having an incredible value proposition if the channels don\u2019t communicate it well. Or having an efficient channel but without a clear customer segment. ROI definitely drops when the Canvas is misaligned.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ferramentas_para_criar_e_compartilhar_seu_Business_Model_Canvas\"><\/span>Tools to create and share your Business Model Canvas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Opcoes_gratuitas_e_pagas_Miro_Canva_Strategyzer\"><\/span>Free and paid options (Miro, Canva, Strategyzer)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Want to set up your Canvas? <a href=\"https:\/\/miro.com\/index\/\">Miro<\/a> has collaborative templates. Canva offers ready-made templates with professional design. <a href=\"https:\/\/www.strategyzer.com\/library\/the-business-model-canvas\">Strategyzer<\/a> is the official platform, with advanced analysis features.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Versoes_digitais_colaborativas_para_equipes_remotas\"><\/span>Collaborative digital versions for remote teams<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For remote teams, use Notion or <a href=\"https:\/\/www.figma.com\/pt-br\/figjam\">FigJam<\/a> to co-create the Canvas in real time with the team, ensuring greater engagement and collective clarity.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusao_o_Canvas_como_mapa_indispensavel_para_times_alto_desempenho\"><\/span>Conclusion: Canvas as an indispensable map for high-performance teams<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <strong>Business Model Canvas<\/strong> is not just a pretty tool for workshops. It is, in fact, a <strong>practical and powerful strategic map<\/strong> that can transform the way your marketing team thinks, plans and executes. Above all, it brings focus, aligns communication, reveals bottlenecks and even makes it easier to present results to the board. And the best part: all of this on a single page. So, if you want to generate more ROI, this is the starting point.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_%E2%80%93_Perguntas_frequentes_sobre_Business_Model_Canvas\"><\/span>FAQ \u2013 Frequently Asked Questions about Business Model Canvas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_O_que_e_Business_Model_Canvas\"><\/span>1. What is Business Model Canvas?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It is a visual tool made up of nine blocks that help map, visualize and adjust a company&#039;s business model.<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Quais_sao_os_nove_blocos_do_Business_Model_Canvas\"><\/span>2. What are the nine blocks of the Business Model Canvas?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Como_aplicar_o_Business_Model_Canvas_no_marketing_digital\"><\/span>3. How to apply the Business Model Canvas in digital marketing?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use Canvas to align value proposition, channels, and customer segments. Then integrate with sales funnel, inbound, and content.<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"4_Por_que_o_BMC_aumenta_o_ROI_das_campanhas_de_marketing\"><\/span>4. Why does BMC increase the ROI of marketing campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Because it brings clarity about the audience, channels and what should be communicated \u2014 avoiding waste and increasing the effectiveness of actions.<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"5_Qual_ferramenta_usar_para_montar_um_Business_Model_Canvas\"><\/span>5. Which tool should I use to create a Business Model Canvas?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The most popular ones are Miro, Canva, Strategyzer, Google Jamboard and Notion. All of them allow you to create, collaborate and share your Canvas with your team.<\/p>\n<hr \/>\n<p><strong>Receive more strategic content like this straight to your email! <\/strong>If you enjoyed this article and want to continue learning about digital marketing, inbound, hybrid funnels and tools like the Business Model Canvas, <strong><a href=\"#newsletter\">subscribe to the Vero Contents newsletter<\/a><\/strong>. <strong>No spam, just useful, direct and real-world content<\/strong> for marketing managers, lean teams and companies that want to generate more ROI with strategic intelligence.<\/p>\n<p>Image: <a href=\"https:\/\/br.freepik.com\/vetores-gratis\/ilustracao-do-conceito-de-eventos_209320565.htm\">Freepik<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If you try to climb a mountain in the dark, with no map, no compass and no idea where the top is, you&#039;re bound to find yourself in a tough spot, right? That&#039;s how many marketing teams operate: full of good intentions,<\/p>","protected":false},"author":1,"featured_media":5989,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[407,44,53,52],"class_list":["post-5987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-business-model-canvas","tag-funil-de-vendas","tag-planejamento-estrategico","tag-roi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Business Model Canvas: o mapa estrat\u00e9gico para gerar mais ROI - Vero Contents<\/title>\n<meta name=\"description\" content=\"Entenda o que \u00e9 Business Model Canvas, como aplicar no marketing e veja como essa ferramenta estrat\u00e9gica pode gerar mais ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business Model Canvas: o mapa estrat\u00e9gico que seu marketing precisa para gerar mais ROI\" \/>\n<meta property=\"og:description\" content=\"Entenda o que \u00e9 Business Model Canvas, como aplicar no marketing e veja como essa ferramenta estrat\u00e9gica pode gerar mais ROI.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/en\/blog\/business-model-canvas-strategic-map\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-30T13:00:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-18T13:47:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-o-mapa-estrategico-que-seu-marketing-precisa-para-gerar-mais-ROI.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"Business Model Canvas: o mapa estrat\u00e9gico que seu marketing precisa para gerar mais ROI\",\"datePublished\":\"2025-06-30T13:00:34+00:00\",\"dateModified\":\"2025-11-18T13:47:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/\"},\"wordCount\":2019,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/07\/Business-Model-Canvas-o-mapa-estrategico-que-seu-marketing-precisa-para-gerar-mais-ROI.jpg\",\"keywords\":[\"business model canvas\",\"funil de vendas\",\"planejamento estrat\u00e9gico\",\"ROI\"],\"articleSection\":[\"Marketing e Vendas\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/business-model-canvas-mapa-estrategico\/\",\"name\":\"Business Model Canvas: o mapa estrat\u00e9gico para gerar mais ROI - 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