A go-to-market community for people who sell in Spanish: a podcast, a newsletter, executive events and a Slack. I co-founded it in 2022 while carrying a quota at Salesforce, and in early 2026 we sold it to Nova Talent.
Started with my co-founders Iván Landabaso and Jorge Bestard. The Slack community opens in October and the first in-person events follow.
Membership by application and interview, the first Academy sessions, executive dinners in Madrid and Barcelona, and AMAs with sales leaders from Clari, Cobee and Payhawk. First R2 Awards in October.
New product, members’ area, Academy and website, launched together.
Regular workshops with practitioners, a sales academy for companies, and sponsorship from Gong and Ringover.
R2 Connect in Madrid, Barcelona, Dublin, at MWC and at South Summit. Sales Talks & Drinks in Barcelona and Revenue Talks & Drinks in Madrid, each with more than 140 sign-ups.
Letter of intent in the autumn and purchase agreement before year end.
Then the integration of content, community and billing. I stay on as Vertical Leader.
Iván Landabaso and Jorge Bestard, my co-founders, first had the idea that Spain needed a community for salespeople. Iván and I bonded over something that bothered us both. Sales has a bad name in Spain, and the people who love the job and do it well rarely meet each other. We started Revenue Squared to connect the best sellers in the Spanish-speaking world, a place to share, learn, swap ideas and find the next job.
We did not charge at first. We tested demand, the waitlist filled up, and people told us they would pay for a private network of peers. That is when Revenue Squared became a business, built on members who paid to be in the room and then gave each other most of the value.
Most GTM content in Spanish was translated American advice. Revenue Squared gave the microphone to the people selling in Spain and Latin America, and published what they said under their own names.
That became more than 30 podcast episodes, videos, a newsletter read by 6,000+ people, 50+ hours of workshops and over ten executive events a year, with round tables of 120+ people in the room. Gong, Ringover and HubSpot sponsored along the way.
The podcast built a go-to-market encyclopedia for members, with guests from all over the world, and made the case for the profession outside it. One of my favourite episodes was recorded at Dogfy Diet’s offices, with co-founder Gonzalo Noy and Marc Ginjaume comparing how a B2C and a B2B company go to market. The newsletter gave the playbooks away for free: sales tips, compensation plans, negotiation, cold calling.
About one member in ten worked from Latin America, so we studied Mexico. Sending our own team to run events there did not pay off once we priced the travel. We tested ambassadors: local members with a Revenue Squared budget who organised and hosted the events themselves.
In-person events are what made Revenue Squared take off in Spain. They started as after-works. Every table got a topic, and each round the tables, the people and the topics rotated, so everyone debated everything with someone new. Executive dinners came next, then in-person workshops and bigger events with speakers.
The largest format was Revenue Talks & Drinks: four CXOs or founders on a round table with an expert moderator, several sponsors, and usually 100+ people in the room from 150 to 200 sign-ups, when the venue allowed it. We also met around Mobile World Congress, South Summit and the startup events where much of the community already was.
On stage, among others: Jaime Castillo (Shakers), Kai Brandt (Enginy), Laura Abarquero (Salesforce), Nitya Fajardo (Factorial), Daniel Espejo (Omnia) and Sunny Huang (Lightfield, ex-Gong). Marc Ginjaume (Walter, ex-Piper AI) moderated one of the Revenue Talks.
The night that felt most like Revenue Squared was a live interview with Adrià Cortés, co-founder and CEO of Amphora Logistics. We went deep on why salespeople fall for sales and how a founder whose startup already makes several million in revenue thinks about go-to-market. He had a name for the moment it starts. Something goes “clack” in your head. For some it comes after enough rejections, for others when the commission plan finally makes sense, or with the first good commission check.
Members split roughly in four quarters: business development, account executives, managers, and CXOs or founders, from startups and scale-ups to unicorns and corporate leadership. Most were in Spain, with a group in Mexico, Colombia and Argentina.
Slack carried the daily questions and answers, and a steady flow of one-to-one introductions (“you should talk to this person”). Many success stories started with one of those messages. The relationships that lasted began in person, after people had already helped each other online.
Dozens of members found new jobs or promotions through the community, Ariadne, Carlos and David among them. Companies came out of it too. Marc Ginjaume and Carlos Andión met through Revenue Squared and founded Walter. Javier Zurita founded Hanbai with ideas that took shape in the community, and one of its senior people also comes from it.
Some members joined with one clear goal and left once they reached it. That hurt at first. With time we saw it as proof the community was working.
The messages are what I am proudest of: “I met my co-founder here”, “I got promoted into a new job”, “I hired this person from the community”. Revenue Squared became a household name for go-to-market talent in Spain.
Sponsors over the years included Gong, Ringover, HubSpot, Wati, Plaud, Enginy and Piper AI, with Aticco (coworking) and Textilo (merchandise) as partners.
My co-founders stayed involved from start to finish. I carried most of the operating weight: strategy and planning, back office and front office, client calls, and selling and closing the sponsorships. We broke even 18 months after launch and reached €150k ARR in year three without a single full-time employee. The member CRM was ours too, built and reworked in-house on HubSpot and later moved to Airtable.
When the operating load stopped fitting next to a sales quota, I automated it. Today one recording becomes the transcript, covers, trailers and social posts without me opening a tool, and a knowledge agent built on three years of Slack, video and audio answers member questions for around 250 people a week. Content Engine and GTM Robo-Expert, two of the builds on this site, started there. Revenue Squared is the reason I learned to build.
Nova Talent acquired Revenue Squared in early 2026. I ran the sale end to end in three months: valuation, a structure with a 12-month earn-out, governance, due diligence on the acquirer and the shareholders’ agreement. Then I led the integration of content, community and billing.
Today I am Vertical Leader of Revenue Squared at Nova Talent. The integration is still under way, and I keep running the podcast, the events and advisory. From Singapore, the events now run through ambassadors; the latest was a round table with four speakers at Shakers’ offices.