Adrián González Lastra
Commercial Director at Sales Layer

Centralizing all the product information will make marketers’ lives easier and simpler. We spoke to Adrián González Lastra, Commercial Director, Sales Layer, and asked him for one piece of advice he has for B2B marketers.

Tell us a little bit about your role at Sales Layer.

My main responsibilities at Sales Layer include:

• Developing and implementing commercial strategies according to company goals and objectives aiming to accelerate growth.
• Conducting market research and analysis to create detailed business plans for commercial opportunities (expansion, business development etc.)
• Coordinating diverse teams (marketing, sales and customer service).
• Tracking, measuring and analyzing commercial metrics using KPIs.

How can B2B tech firms leverage Sales Layer’s PIM platform?

Every company that manages thousands of references (SKUs), specifications, descriptions and product images needs and will need in the very short term, a tool such as Sales Layer, a Product Information Management system (PIM), to be able to centralize, manage, analyze and connect (to different sales channels) all their product information. With our PIM, companies can save a lot of time, money and become more efficient.

What are the top three best practices that companies could leverage to better harness their data?

Centralize and organize all the data, analyze the information, connect to the different sales channels.

What is the one piece of advice you have for B2B marketers in 2018?

Sales Layer provides an excellent solution to solve the problems generated in the management of products. Centralizing all the product information will make marketers’ lives easier and simpler. Analyze and update your product information once and enjoy how it is automatically displayed on each channel and platform you work with.

What geographies/regions is Sales Layer looking to expand into over the next five years?

Sales Layer has clients in all five continents. Thanks to our excellent results in recent years, in the short term, Sales Layer’s strategy is to expand at a European level by opening several offices. Next step, in the medium term, will be opening offices in the US.

Which aspect of the Sales cycle is the most critical and how can technology help customers ensure that they measure up to these?

All the Sales cycles are really important for us — from the lead generation until the signature of the contract. Every stage is connected; so, if one stage fails the whole process will be affected.

What startups are you watching/keen on right now?

There’s a lot. Every week I see several startups … I prefer not to say any names, I just think of Sales Layer right now.

What does Sales Layer’s Tech stack currently consist of?

Salesforce is the heart of our sales stack. We use it at every stage of the sales process. Information flows into Salesforce from HubSpot. Any correspondence gets recorded in Salesforce. We also use different databases.

What apps/software/tools can’t you live without?

Cabify, Salesforce, LinkedIn, HubSpot.

Thanks for chatting with us, Adrián.

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