You have data. You need clarity.
The CRM keeps growing, but prioritising accounts still depends on asking the right person.
Where I would start
Start with the decision the information needs to support.
Explore a related case ↗
Marketing · Customer · Business / Madrid
Make your next decision move the business forward.
Data that does not guide action. Processes that slow people down. Customers left coordinating your team. I connect marketing, commercial information and operations to understand what needs to change first.
Prefer to start by reading? Explore The Second QuestionI'm Sergio Torices. My experience spans CRM and processes at Bosch and B2B account management at Ontime. Explore the work behind my perspective.
Perspective built through practiceBosch · Ontime
20+
B2B accounts run as a portfolio — each with its own needs, reporting and performance.Direct contribution
2,000+
Companies, contacts and projects turned into commercially usable CRM data.Direct contribution
5+
Internal teams aligned around the customer: commercial, operations and service.Direct contribution
01 / The starting point
Does any of this feel familiar?
Before discussing solutions, name what is slowing the work down.
The process depends on you.
Work repeats, exceptions accumulate and each tool adds another place to check.
Where I would start
Separate what is worth automating from what needs judgement.
Explore a related case ↗The promise gets lost between teams.
Sales, operations and customers have different versions of what should happen next.
A concrete situation is enough to start.
Share my context02Perspective
More activity does not always mean progress.
Madrid · Marketing & Business Strategy
When each team improves its metric, someone needs to look at what happens to the customer.
More leads do not help if sales cannot decide which ones to prioritise. Automation does not fix an unclear process. And winning an account is not enough if operations cannot deliver the promise. I start by connecting those pieces: understand the friction, choose a specific intervention and review what changes.
What the metric leaves unanswered
- Marketing
Are we attracting customers we can serve well?
- Technology
Are we removing a constraint or making it faster?
- Growth
Which cost are we multiplying along with the result?
Work / Tested in practice
Opinions are cheap. Decisions have consequences.
Three real situations where ideas had to become work. The context matters. So do the limits of each result.
Robert Bosch Spain
From fragmented customer data to commercial clarity.
- Situation
- Turning fragmented customer information into commercially usable data for a B2B business line inside a global company.
- Intervention
- Structured companies, contacts and projects in CRM to turn fragmented information into a base for commercial work.
- What it taught me
- A CRM is worth the decisions it makes easier — not the records it holds.
Robert Bosch Spain
From manual routines to repeatable process.
- Situation
- Deciding which recurring work deserves human judgement — and automating the rest — in marketing and commercial operations.
- Intervention
- Identified recurring manual work that did not need human judgement.
- What it taught me
- Automation should remove friction, not judgement.
Ontime Logística Integral
From reactive service to managed accounts.
- Situation
- Turning service complexity into better account decisions across a portfolio of B2B logistics accounts.
- Intervention
- Managed the B2B portfolio as relationships with individual needs, not queues of incidents.
- What it taught me
- Customer experience is what happens between departments.
Thinking / Read the argument
Questions worth asking before calling something a success.
Articles, opinions and notes on business, technology and entrepreneurship. Ideas to look behind the result and make better-informed decisions.
Published in PuroMarketing / 2018
El síndrome de la ventana rota dentro del marketing ↗
A reflection on how social influence shapes purchasing decisions, from sales and e-commerce to word of mouth around a brand.
Note / Commercial operations
A forecast needs buyer evidence. ↗
An opportunity moves forward when the buyer does something concrete: shares a need, involves someone else or agrees on a next step. Recording those signals in the CRM helps distinguish interest from a decision that is actually taking shape.
Note / CRM × Operations
The lead fits. Does the operation? ↗
Commercial fit is only part of the relationship. Serving an account also requires capacity, coordination and follow-up. CRM information should help commercial and operations teams assess those requirements together.
07Current focus
I'm not interested in looking successful on a slide.
Working with commercial data at Bosch taught me that having information is not the same as being able to decide with it. Automating processes added another question: are we removing unnecessary work, or simply doing it faster?
Account management at Ontime brings those decisions to the customer's test. A promise stops being a sentence when someone has to deliver it. That is where my interest in marketing, technology and business meets: in the next decision worth examining.
A clear next step
Before you get in touch.
What happens after I get in touch?
I will review the context and reply by email to see whether a conversation makes sense. If we agree to work together, we will define scope and terms before starting.
Do I need a defined project?
No. Share what is happening, what you would like to change and what you have tried. You do not need to choose a tool or solution beforehand.
What if I just want to follow your ideas?
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09Contact
The next step starts with a conversation.
Tell me what you want to achieve and your timeline. Choose a reason to send your proposal to the right inbox.
A professional opportunity, an investment conversation or a collaboration: choose your path to share the right context. For ideas, start with the articles and newsletter.
What brings you here?
Direct contact: contact@sergiotorices.com
Prefer to follow my ideas? Read articles · The Second Question
You can share the context directly in your email.
- sergio-torices-gomez ↗