Sales Playbook
From prospecting to closing, I build the playbook, processes and methods your team needs to win customers consistently.
Lots of effort and few sales?
I help you get discovered, valued, and chosen by your ideal client.
+35
Businesses supported
+230
Processes implemented
+250
Professionals trained
+9
Markets served
Trusted by teams at
I have worked with teams at:
CEOs and founders
Sales are coming in, but not consistently. Without a repeatable strategy, deals slip through the cracks, follow-ups get missed, and decisions made without reliable data become costly.
I help you build a predictable sales system: channels that generate consistent demand, processes that improve performance, and reliable data to show you what to optimise.
Sales leaders
Your team is selling, but there is no consistent process. Everyone works differently, opportunities go cold without follow-up, and growth depends more on hiring than on building a repeatable system.
I help you take your team to the next level: processes that save time, technology that makes your sales investment work harder, and clear guidance on what to do at every stage.
Sales Consulting, tailored to you.
From strategy to execution, I work with you on the areas that most impact the growth of your B2B business.
Demand Generation
I build an AI-enabled acquisition system that fills your pipeline with qualified opportunities through outbound, inbound and smart automation.
Sales training
Practical, tailored training for founders and teams who want to sell more effectively, build a clear sales process and create more opportunities.
1:1 Sales Coaching
Get focused, one-to-one support with your B2B sales questions, challenges or goals in a tailored 60-minute video session.
Fractional CRO
Part-time revenue leadership to align marketing and sales, build a repeatable process and lead your team towards predictable growth.
AI for B2B Sales
I integrate AI into your prospecting, CRM and sales process so your team spends less time on repetitive tasks and more time selling, with clear processes and tools they can use to their full potential.
Sonia Ferrer Rentero
I’ve scaled sales teams and revenue. Now I help you do the same.
As Sales Director at Factorial, I helped scale revenue while leading teams of up to 180 people across six European markets. Since 2024, I have helped more than 35 startups and B2B SMEs build a stronger sales system and reach their goals.
The key is combining the right technology and processes with a people-first approach.
What do my clients say?
Javier Perez
CEO and Founder · EvolMind
★★★★★
Sonia immediately asked the right questions. She has clearly worked on the front line of high-performing sales teams, and her hands-on experience is what sets her apart.
Paula Terron
SDR Manager · Shakers
★★★★★
After 10 weeks, our sales team was more professional. We had better phone conversations, stronger connections with customers and made more effective use of social selling.
Rafa Liñán
CEO and Founder · Andy
★★★★★
We now have a solid playbook for growth. Few people combine as much experience with such a friendly, motivating approach.
Joan Vendrell
CEO and Co-founder · NeuralTrust
★★★★★
Sonia helped us build a professional sales team that follows best practices and gets new hires up to speed faster.
Carlos Gutierrez
Director and Founder · Significa Branding
★★★★★
I was able to clarify, organise and focus our entire sales process. We now work more efficiently and have a clearer view of our goals.
Micaela Socci
Founder · Wemoter
★★★★★
We were making our first cold calls, and Sonia gave us a practical framework for them, along with advice on sales strategy and mindset.
Sergi Pallarès
CEO and Co-founder · StockCrowd
★★★★★
Working with Sonia helped us improve our demos, opportunity follow-up and sales cycle. Her approachable style and clear communication gave the team an extra boost.
Eduard Rifà
CEO and Founder · Garem Tech
★★★★★
Sonia helped us develop a sales strategy for a new product. We left with a clear, practical plan aligned with our goals, and we are already putting it into action together.
Tomas Colonel
Director and Founder · Simphio
★★★★★
I have exceeded both objectives and am already seeing the benefits. Sonia clearly does this because she genuinely wants to help, not just for business. It has been an absolute pleasure.
Pep Serra
Co-founder · NeurekaLAB
★★★★★
We wanted to automate our HubSpot workflows, and we did. We now save a lot of time on customer outreach and follow-up.
Sergi Grau
CEO and Co-founder · NeurekaLab
★★★★★
We wanted to improve our sales playbook and automate and measure our pipeline. We now have a documented sales strategy and can track its impact.
Juan Jesus del Águila
Manager · Del Águila Asesores
★★★★★
We wanted to organise our sales structure and learn how to position our service. We came away with a clear pricing policy and a better understanding of which channels to use.
Frequently asked questions:
How do I build a B2B sales plan?
An effective B2B sales plan starts with a clear ideal customer profile (ICP), an acquisition strategy and the right sales KPIs. In my consulting work, I build the plan in stages based on your needs and starting point:
- Assess your current sales performance and market
- Define your target customer and value proposition
- Design the sales funnel and demand generation strategy
- Set out the sales process and choose the right tools
- Test the strategy through focused customer acquisition activity
- Train the sales team
What sales processes can I automate?
Sales automation can help you create more opportunities and manage your pipeline more efficiently without adding to your team's workload. The most useful options depend on how your business sells, but often include:
- Capturing and enriching leads from organic and paid channels
- Automated, multichannel prospecting
- Lead scoring and segmentation
- Routing leads to the right salesperson by territory or customer type
- Follow-up sequences after meetings, demos or proposals
- Alerts when a lead shows buying intent, such as visiting a pricing page or opening a proposal
- Updating the pipeline based on emails, meetings or calls
How can I implement AI in B2B sales?
You can use AI at several stages of the sales process:
- Prospecting: research accounts and personalise outreach at scale.
- Content and visibility: create content for your organic channels that reflects your voice, ICP and value proposition.
- Discovery and closing: analyse sales calls to identify patterns that improve conversion.
- Follow-up: tailor nurture sequences to different ICP segments.
- Reporting: analyse KPIs and support sales forecasting.
How can I increase sales without hiring more salespeople?
Start by improving sales efficiency and building a demand generation system that does not rely solely on your sales team's outbound activity. Many startups and SMEs lose opportunities because they lack a clear process and a way to build trust before the first sales conversation.
The right fix depends on the bottleneck. It may be the funnel, sales messaging, follow-up or content that turns your team's expertise, product and customer insight into authority and new opportunities. Improving the process can also lift conversion without adding headcount. In some client projects, I have seen conversion improve by 40–50%.
When does a startup need a sales playbook?
A startup should start documenting its sales playbook as soon as more than one person is selling, or when the founder wants to stop being the only person who closes deals. If the process exists only in the founder's head, every new hire starts from scratch, messaging varies and results depend on individual habits. A playbook captures what already works and makes it repeatable across the team.
What happens on the first call?
The first call is a free, no-obligation 30-minute sales diagnostic. Tell me about your business, goals and current challenges. I will be clear about whether I can help and, if so, suggest practical next steps.
Do you offer Fractional CRO services?
Yes. I work as a Fractional CRO for growing companies in the B2B ecosystem.
What does the role involve?
As a Fractional CRO, I work with your company part-time, with the authority and accountability of an executive but without the cost of a full-time hire. I take responsibility for revenue across the business: aligning positioning, demand generation, sales processes and the team, while overseeing forecasting, pipeline, structure, metrics and targets.
In practice, I diagnose where growth is being lost, define the strategy, build the process, hire and train the team, and stay until it works without me. It is a model designed for B2B startups and SMEs that need senior sales leadership and do not yet justify a full-time manager.
What is my experience based on?
- Factorial: I started as a top-performing salesperson and went on to become Sales Director, leading up to 180 people in 6 European markets during a period of hypergrowth.
- Trainingym: I was Fractional Marketing and Sales Director and led its international expansion in Spain and LATAM.
- From 2024: I have built and trained more than 20 B2B sales teams, from startups to SMEs.
If you would like to learn more, get in touch and we can discuss what the role could look like in your business.
Shall we take your sales to the next level?
Schedule 30 minutes with meOr write me a message:
Tell me your situation and I will respond as soon as possible.