THE CHALLENGE: Joining a high-growth, fast-paced digital startup to establish its first commercial department from the ground up.

THE PROJECT: Build scalable processes, align cross-functional teams, and design services that could grow with the company.

Context

WACO Services is a digital agency offering services in digital marketing, branding, web, software development, and talent outsourcing in Cali, Colombia.

It is part of a broader company group including a co-working space and an innovation lab in Colombia specializing in agricultural companies. This environment fostered collaboration, experimentation, and learning across start-ups.

When I joined, it had a stable client base and a small team (~8 people).

Research: Understanding the Ecosystem

I was working together with the founder to develop the Commercial Department of the start-up. My first step was to understand the services from every angle: team, market, and clients. These were the methodologies and insights:

Designing the Process for better CX

With these insights I co-designed a commercial and delivery framework that aligned internal processes with client experience.

Insight	Solution
Clients value personalized interactions and proposal delivery	Structured initial call, briefing and presentation framework to properly asses their needs and possibilities.
Clients value simplicity in technical communication and were highly price-sensitive	For digital marketing products, we went over the funnel and where every action would impact expected results. This was the most relevant in the software and web departments: I worked closely with developers to translate technical concepts into clear, client-friendly narratives. This required reframing software proposals around value, outcomes, and usability, not just features.
Building Trust & Improving CX: referrals were a key driver for growth and the best way to stand out was through trust and reliability	As a key point for the market, we introduced kick-off meetings and specific touch-points outlined in the proposal with both internal teams and clients for a proper follow-up. This allowed for transparency with the client and ownership on both sides during the process improving CX.
Defining accountability	Defined roles and ownership across teams during the transition steps of each project.
With a growing client base, it was necessary to develop scalable pricing methodology improving our speed of delivery and minimizing errors.	Created a mix & match pricing system for faster and more accurate quoting (explained in detail below).
Referrals as a key channel for sales	To sustain growth and scale commercial reach, I standardized guidelines and processes to ensure consistency in sales collaborations through our Referral Program (for individual «sellers») and Strategic Partnerships with other agencies: – Implemented formal sales agreements to standardize expectations and ensure accountability. – Defined clear processes outlining revenue distribution and partner responsibilities across all collaborative projects. – Developed training sessions and meet-ups to onboard and equip independent sellers with a solid understanding of our services.

Process Innovation: The “Mix & Match” System

Clients often requested combinations of services where simply adding up hours didn’t reflect true effort or value.

As a result, I designed the “Mix & Match Matrix”, a modular pricing tool that we used for pricing services faster, more accurately and per client type:

• Combined core and variable modules based on project type.
• Maintained profit margins while adapting to client needs.
• Reduced proposal errors and increased perceived value.
• The matrix included different types of services depending on the client differentiating mainly between entrepreneurs and corporate clients, based on the goals and scale they were looking for in their services.

This tool became key in WACO’s sales operations, enabling faster iteration and scalability.

Driving Growth Through New Services: Launching Online Event Streaming

During the years of the COVID pandemic, online events streaming got more popular and we had the opportunity to provide them for key players in the city.

To continue diversifying and experimenting with digital experiences, I led the development of a new service line for providing online event streaming.

Two key projects that marked WACO’s expansion into live digital production were:

• Feria del Libro de Cali (Cali Book Fair): one of the city’s most recognized cultural events, bringing together authors, publishers, and readers.
• Universidad del Valle (Univalle) Graduation: a major academic ceremony for one of Colombia’s top public universities.

The success with the Feria del Libro led to a direct referral to Univalle.

The Process

• Research & Strategy: explored platforms and logistics for multi-event live streaming following specifications provided by the client for the event.
• Team Expansion: hired an event systems coordinator with strong technical expertise and individual coordinators for each simultaneous transmission for the project.
• Collaboration with partners: worked with an external agency specialized in design and audiovisual production.
• Infrastructure & Risk Management: adapted the physical space and designed a preventive contingency plan, including power backup systems.
• Execution: managed on-site coordination for multiple streaming rooms and live sessions, ensuring smooth delivery across events.
• Outcome: Successfully delivered high-quality streaming for large-scale public and academic events, opening a new vertical for the company’s digital services portfolio.

Results

• Doubled company revenue compared to the previous year.
• The team grew from 8 to 15+ employees.
• Designed scalable commercial processes and services.
• Increased client retention and referrals.
• Launched new service verticals in live digital events.