Revenue leadership for B2B software companies, on fixed-price projects
One problem.
Five stages.
Founders think they have five revenue problems: only they can close, a new market will not pick up the phone, pipeline costs more every quarter, big deals die in committee, customers renew but never grow. It is one problem, showing up at five stages. I find which stage yours is in, fix it from the seller's chair, and hand your team what keeps it fixed.
Share your website when you book. In fifteen minutes I tell you which stage your problem is in, and whether I am the right person to fix it.
Built revenue for Brightcove, New Relic, Accedo and Sitetracker.
Which stage are you in?
These are the five things founders tell me. Each one is the same problem at a different stage.
1
"It only works when I am the one doing it."
What it costs
Every important deal needs the founder, so growth stops at the size of one person's calendar.
Fixed
A pitch a new rep can carry in weeks instead of quarters.
2
"We are excellent and nobody has heard of us."
What it costs
A new market where buyers have no reason to take the call.
Fixed
A new market with a reason to take the call.
3
"Everything we do to generate pipeline costs more and returns less."
What it costs
Budget spent reaching companies that will never buy.
Fixed
Targeting that stops paying for companies that will never buy.
4
"Big deals go quiet in committee and we never find out why."
What it costs
Deals lost in meetings you are not in, and a forecast nobody believes.
Fixed
A champion who can sell you when you are not in the room.
5
"Our customers renew and that is the only thing they ever do."
What it costs
Flat accounts, and a weaker valuation at the next raise.
Fixed
Accounts that grow instead of renewing flat.
Not sure which one? That is what the 15 minutes are for.
"The one thing audiences cannot tolerate is confusion."
Robert McKee
It is one problem, and it starts upstream.
The story is upstream of all five stages. Market entry is that story told to people with no context. Pipeline spend is that story compressed into targeting. Deals go quiet in committee because the person carrying you into rooms you are not in cannot repeat you. Accounts renew flat because nobody above the day-to-day contact ever understood what the company was for.Each department feels the symptom and blames itself. The cause started somewhere else. Fixed once, upstream, it pays out five times.
Why this matters more now
Roughly half of B2B buyers now build their shortlist with an AI assistant before they visit a vendor's website. A story that only its founder can tell is a story the AI cannot repeat either. If the assistant cannot explain why you are different, you are not on the list, and you never find out.
How it works: diagnose, fix, hand over.
The method behind it is Make Buying B2B Easy: see where the story breaks, lock the foundation, then turn it into what your team uses.
01
Diagnose
Two weeks, €6,500
In week one, I score your story across seven dimensions and show how AI assistants see you against named competitors. In week two, I read your pipeline, your targeting and your recent deals the way a seller would, and I speak with your team and your customers. You leave knowing which stage the problem is in, an estimate of what it costs, built from the numbers you share, and what the fix involves. It stands on its own: if you stop here, you keep everything.
02
Fix
Eight to twelve weeks, fixed price
I lock your story, your ideal customer profile, your pain segments and your competitive position, then turn them into what your team uses: target companies and contacts, outreach scripts, the buying signals that say when to call, and the pitch your reps and champions carry. For stages 4 and 5 it adds the deal and account work. Before it goes live, the new story is tested in real conversations with your prospects: your reps make the calls and I coach them live, or I make the first ones myself if you do not have a team yet.
03
Hand over
Included in the fix
In the final weeks I sit in on your reps' calls, coach them, and hand everything to one named owner on your team. The work is done when they run it without me: a rep passes a live call, a sales leader runs the pipeline review alone. It is not done when a document is delivered.
Every step is a fixed price for a defined result. No retainers, no day rates. What you are left with: revenue that no longer depends on one person's calendar, and a forecast you can believe.
I have fixed these from the inside.
19 years building revenue inside software companies, including seven at Brightcove, from startup to NASDAQ IPO and more than two years beyond. Not as an adviser: as the person carrying the number. Some of it, stage by stage.
Stage 1
The founder's pitch
Brightcove
When I joined, the important meetings in Spain waited for the co-founder and CEO, Jeremy Allaire, to fly in. I sat in on his pitches, rebuilt the story from the Boston decks for local buyers, and sold it myself, then handed it to the rep I hired. The European and US teams started using my decks. Spain became the number two region in EMEA, behind the UK, with no marketing budget and no local support.
Stage 2
New market
Sitetracker
Opened the renewables vertical from zero brand awareness, entirely remotely, without meeting a single customer face to face. The first large customer, Grupo Diggia, expanded across the group's subsidiaries within nine months.
Stage 3
Pipeline
Humengine
Designed and built the account research and scoring system behind a North American go-to-market agency's campaigns, and trained the team to run it.
Stage 4
Committee
Brightcove and Accedo
At Brightcove, won Caracol TV in Colombia through a competitive tender, taking the account from the incumbent vendor after more than a year of selling.At Accedo, won Mediaset Italia through a nine-month tender against 15 bidding vendors, as the smaller name in the room.
Stage 5
Expansion
New Relic and Sitetracker
At New Relic, across 35 named enterprise accounts, grew Luxottica ten times, Openbank at Santander more than seven times and Valentino six and a half times.At Sitetracker, turned a stalled Iberdrola pilot into a two-year renewal and a joint press release, which a utility almost never grants a technology vendor.
Three roles that usually sit in three different people.
Enterprise seller
Value selling on complex enterprise deals, from the first meeting to the signature, with a number to hit.
Technical builder
I make my own demos and proofs, and build the tools I use in the work.
Product marketer
I rebuild the story for each region, industry and buyer.
Three roles. One person.
What they say
"He is one of the hardest working, most passionate sales leaders I have known. He helped us build a great business in Spain and Latin America."
David Mendels, CEO, Brightcove
"He was able to weave a thoroughly compelling solution story about the business impact of our products and also answer a surprising number of technical questions with ease."
Jeff Whatcott, CMO, Brightcove
"Very good strategist, well prepared to understand real business issues and provide a compelling solution match. He has a good ear for what customers are looking for."
Serge Froidevaux, Global Client Director, ServiceNow
"Outstanding coaching capacity. He has definitely added a key value on defining a proper storytelling on our approach to our investors and customers."
Victor Carbonell, CRO, NPAW
"Nico brought a rare combination of technical fluency, operational insight, and creative problem-solving to our team. [...] His ability to architect thoughtful, scalable systems was instrumental in improving speed-to-lead, data accuracy, and campaign targeting."
Adam Wells, COO, Humengine
"Working with Nico over 15 months was a game-changer for our GTM. [...] Creative, generous with his time, and determined to figure out the best way to do things - Nico makes systems (and people) better."
Shobha Lee, Co-Founder and Chief Growth Officer, Humengine
"Nico was the mastermind behind building and shaping our go-to-market tech stack. His expertise and dedication empowered our team to scale efficiently and deliver exceptional results for our clients."
Paul Brown, CRO, Humengine
Who this is for, and who it is not for
For
B2B software companies with roughly €2M to €100M in revenue, anywhere in the world
Founders and CEOs who are still the best salesperson in the company
Companies entering a new market, including Southern Europe and Latin America
Revenue leaders whose forecast or renewals no longer match the plan
Teams ready to give executive time, system access and one named owner
Not for
Companies below €2M in revenue, or consumer businesses
Anyone who wants outbound campaigns run, or tools like Clay and the CRM configured
Buyers who want leads or lists delivered
Anyone looking for a day rate or an open-ended retainer
Projects with no owner and no deadline
When you need the execution layer, I write the brief for your team or for the agency you choose.
What it costs
Stage check
Free
15 minutes. Which stage your problem is in, and whether I am the right person to fix it.
Diagnostic
€6,500
Two weeks, fixed price. Stands on its own. Half of it is credited against the fix if it starts within 45 days after the diagnostic.
Fix and handover
€25k to €50k
Eight to twelve weeks, handover included. The exact price depends on the stage and the size of your team, and is fixed at the end of the diagnostic, before any work starts.
I price the result, not the days.
After the handover, an optional continuity package: €5,500 per quarter, one quarter at a time. Ask me about it on the call.
"Stories are the currency of human relationships."
Robert McKee
I'm Nicolás.
I sell, I build, and I tell stories. For 19 years I have done all three at once, with a number to hit.
19 years selling enterprise software, four software companies, a region built from nothing into the number two in EMEA, a nine-month tender won against 15 vendors, two accounts grown seven and ten times, a stalled renewal turned into a joint press release, and three years building my own tools, most of them before anyone paid for one.
The decks from headquarters never worked.
I have been building for the web since 1995 and selling enterprise software since 2007. At every company, the story from headquarters was written for another market. So I rebuilt it in the field, for each region, industry and buyer, without the title or the budget, because it was the only way to hit the number.The craft comes from Robert McKee. I have studied story with him since 2001: his Story seminar in Madrid, again in London in 2014, then a full week of his five Genre seminars and Storynomics, story applied to business, in Los Angeles in 2015. The structure that holds a film together is the same structure that holds a sales story together.
"All stories are narratives, but not all narratives are stories."
Robert McKee, Storynomics
Most positioning work stops at a narrative: claims in a sensible order. A story has someone who wants something, what stands in the way, and what changes when they get it. That is what I build.Based in Spain, working with companies anywhere.
Keynote, BDigital Apps Congress, Barcelona, 2013.
Keynote, IAB event, Santiago de Chile, 2013.
Career international event badges.
TV interview, REvolutionTV, Madrid, 2014.
Keynote, BDigital Apps Congress, Barcelona, 2014.
Keynote, Benefit Concert for Children's Cancer Research, Barcelona, 2013.
The constellation
Six crafts that rarely meet in one person. Every judgment call in the work draws on all of them.
01
Story architecture
Trained with Robert McKee since 2001: Story in Madrid and London, the Genre seminars and Storynomics in Los Angeles.
02
Enterprise selling
19 years closing complex deals for software companies.
03
Field product marketing
The story rebuilt for each region, industry and buyer, without the title or the budget.
04
Market opening
New regions and new verticals, started from zero more than once.
05
Revenue systems design
Agentic workflows and multi-agent systems, designed and built by hand with Claude Code.
06
Team building
Recruit, train, and leave an engine the team runs without me.
What I built
I build my own tools. These are the ones I use in the work.
KubrickLENS
The platform I built to run week one of every diagnostic. It scores a company's story across seven dimensions and shows how AI assistants see it against named competitors: where the story breaks for buyers, and for the AI assistants that build their shortlists. Stage one, measured.
Make Buying B2B Easy
The method behind every engagement, built on Storynomics (Robert McKee) and Cannonball GTM (Jordan Crawford and Doug Bell), and the platforms that run it. KubrickLENS diagnoses. KubrickICP locks the story, the ideal customer profile, the pain segments and the competitive position. KubrickMIND turns them into target companies and contacts, outreach scripts, buying signals and the pitch reps carry into the room.
Outside the work
"Emotion is the currency of storytelling."
Robert McKee
I write, produce, record and release music as Nico Beloved. Storyaffair Music, my publishing company, offers it to the executives who choose music for film, TV and advertising worldwide. It is the same craft: a story has a few seconds to land, or it is lost.
Asociación Anita
Co-founder and senior advisor, pro bono, since 2014. Named after my niece Anita. We fund research into children's cancers that lack effective treatments. Declared of public utility in 2018.
Questions founders ask
How long does the whole thing take?
About three months from the first call to handover: two weeks of diagnostic, then eight to twelve weeks of fix, with the handover inside the final weeks.
What does the fix cost?
Between €25,000 and €50,000, depending on the stage and the size of your team. The exact price is fixed at the end of the diagnostic, before any work starts, and it does not move.
Does the fix look the same for every company?
No. It is shaped to the stage the diagnostic finds. For stages 1 to 3 it centres on the story, the targeting and what your reps carry. For stages 4 and 5 it adds the deal and account work: the business case your champion presents without you, and the plan for growing the accounts you already have.
Will you sell for us?
Not instead of your team. Before the new story goes live, it is tested in real conversations with your prospects: your reps make the calls and I coach them live, or I make the first ones myself if you do not have a team yet. After that, your team carries it. If the founders are still the only people selling, say so on the call: it changes what the fix looks like.
Do you run our outbound?
No. I decide who to target, why, and what to say, I write the brief, and I can tell you which setup makes sense for your stage. Your team, or an agency you choose, runs the campaigns and the tools.
What happens after the handover?
Your team owns the work and runs it without me. That is the point of the handover: one named owner, coached until it works. Stories drift, though. New hires, new competitors and the pressure of each quarter pull a team back to talking about itself. If you want someone checking for that, there is an optional continuity package, €5,500 per quarter, one quarter at a time: sessions with your CEO or revenue leader, a check with the team, and a KubrickLENS re-score of your story at the end of each quarter. Ask me about it on the call.
What if we only want the diagnostic?
That is fine. It stands on its own: you keep everything, and you know which stage the problem is in, an estimate of what it costs, and what fixing it involves. The estimate is only as good as the numbers you share: pipeline, win rates, deal sizes and renewals. If you go ahead with the fix within 45 days after the diagnostic, half of the €6,500 is credited against it.
Find out which stage your revenue problem is in.
Founders think they have five revenue problems: only they can close, a new market will not pick up the phone, pipeline costs more every quarter, big deals die in committee, customers renew but never grow. It is one problem, showing up at five stages, and the fix depends on the stage.Fifteen minutes. I read your website before we speak. You describe what is not working. I tell you which stage your problem is in, and whether I am the right person to fix it. If I am not, I will say so.
Share your website when you book.
Prefer to write first? Send your website and the last deck you sent a prospect. I will read both and reply in writing with which stage I think your problem is in.
Thank you.Your message has arrived.
I read every message myself.I will look at your website, and your deck if you sent one, and reply within two working days: either with the stage I think you are in, or with the questions I need answered first.If you would rather speak now, book a 15-minute stage check.
Nicolás Amado Vega
Valderrobres · Matarraña · Teruel
Estrategia comercial y automatización con IA
Vender más y trabajar con menos fricción
Ayudo a empresas del medio rural a ordenar cómo venden y a quitarse de encima el trabajo repetitivo, aplicando IA donde se paga sola.
Empiezo con un diagnóstico de dos semanas con precio cerrado. Si después seguimos trabajando juntos, se descuenta entero.
Si algo de esto te suena, hablamos
Buen producto, y casi nadie lo conoce
Los clientes llegan por contactos y por el boca a boca. Cuando eso se agota, el crecimiento se para.
Queréis vender fuera y no sabéis por dónde
Otra provincia, otro país, otro tipo de cliente. Llevo 19 años abriendo mercados nuevos para empresas de tecnología.
Se os van las horas en trabajo repetitivo
Presupuestos, pedidos, informes, papeleo, datos que alguien copia de un sitio a otro. Eso hoy se automatiza.
Para quién es
Empresas de 10 a 250 personas, con producto propio y clientes que ya pagan.
Industria, agroalimentación, energía, maquinaria, servicios técnicos.
Quien decide está en la conversación: propiedad o gerencia.
Hay algo que funciona y se quiere hacer crecer, no reinventar.
Se puede invertir en el proyecto, no solo pedir presupuesto.
Para quién no es
Autónomos y negocios de menos de diez personas: el coste no os sale a cuenta.
Quien busca una web, redes sociales o publicidad. Eso lo hacen otros mejor que yo.
Quien quiere un chatbot barato para decir que ya hace IA.
Quien quiere un informe para el cajón.
Quien busca a alguien que ejecute sin poder cambiar nada.
Cómo trabajo
1
Diagnóstico · 2 semanas
Voy a vuestra empresa, hablo con quien vende y con quien opera, y miro los números. Salgo con tres prioridades y una propuesta con precio cerrado para la primera.
2
Diseño
Definimos cómo debería funcionar: el proceso comercial, quién hace qué, y dónde entra la IA de verdad.
3
Piloto
Lo construyo yo, con vuestras herramientas, funcionando en semanas. Y lo dejo en manos de alguien de vuestro equipo que sepa usarlo sin mí.
Precio Cerrado
Diagnóstico completo, dos semanas
Precio cerrado, sin sorpresas. Si después trabajamos juntos, se descuenta entero del proyecto.
Lo que viene después depende de lo que haya que hacer, y siempre lo sabréis antes de empezar: alcance cerrado y precio cerrado, nunca horas abiertas.Si en el diagnóstico veo que no os puedo aportar lo suficiente, os lo digo y ahí se queda.
Por qué yo
Llevo 19 años vendiendo tecnología a grandes grupos como Telefónica, Iberdrola y Cellnex: abrir mercados nuevos, montar el proceso comercial y conseguir que se repita.Ahora hago eso mismo por mi cuenta, y además construyo yo la parte técnica. No subcontrato el trabajo ni os paso un equipo júnior: trabajáis conmigo de principio a fin.Vivo en Valderrobres. Llevo poco tiempo aquí y estoy conociendo la zona y sus empresas.
Por qué ahora
Cosas que hace tres años costaban una fortuna y meses de desarrollo hoy se montan en semanas. El cuello de botella ya no es la tecnología: es decidir qué merece la pena hacer y en qué orden.Eso se decide con criterio comercial, no técnico. Por eso empiezo siempre por cómo vendéis.
Lo que no hago
No vendo software ni licencias, y no os voy a colocar una herramienta. No tramito subvenciones. Y no entrego un informe y me voy: el trabajo termina cuando algo funciona dentro de vuestra empresa.
Colaboraciones
Si trabajas con empresas de la comarca (ingeniería, instalación, tecnología, asesoría) y te encuentras con clientes que necesitan esto, hablemos. El territorio gana si las empresas venden más.
¿Lo vemos?
Escríbeme cuatro líneas sobre tu empresa y qué te gustaría resolver. Te contesto en 24 horas y, si tiene sentido, hacemos una llamada de 20 minutos.En esa llamada te digo si te puedo ayudar o no. Si es que no, te lo digo igual
Nicolás Amado Vega · Valderrobres, Teruel
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