Ruben Ortega

I work with Latin American B2B teams on the gap between marketing and sales, which is where the deals quietly go to die.

The order is always the same: rebuild the CRM first, then add agents. Skipping the first half is how a company ends up with an expensive assistant enriching garbage.

Recent work includes lead routing for a 60-rep logistics sales team and an outbound sequencing agent producing around 200 qualified conversations a quarter. I have sold in Mexico, Colombia and Chile myself, so I know which parts of an imported US playbook to throw away.