Quality of demand
Understanding which opportunities deserve attention, what a buyer needs to move forward and which information helps a commercial team decide where to spend its time.
Sergio Torices / About
About
07Current focus
I'm not interested in looking successful on a slide.
Working with commercial data at Bosch taught me that having information is not the same as being able to decide with it. Automating processes added another question: are we removing unnecessary work, or simply doing it faster?
Account management at Ontime brings those decisions to the customer's test. A promise stops being a sentence when someone has to deliver it. That is where my interest in marketing, technology and business meets: in the next decision worth examining.
The questions on my desk now.
Continuity of the relationship
Reading an account beyond the sale: expectations, coordination and service capacity. Customer value also depends on how the less visible moments of a relationship are handled.
Technology with a purpose
Exploring automation and AI around a bounded task. Before delegating it, clarify the inputs, the necessary review and who responds when the output is not what was expected.
Open to selective conversations around systems, growth and the decisions behind better businesses.
Start a conversation05Biography
Reference points
- 2018Article in PuroMarketing on social influence and purchasing decisions
- 2020 — 2024Robert Bosch Spain · CRM, customer data and processes
- 2024 — PresentOntime Logística Integral · B2B account management
A broader business lens.
I work across marketing, customer data and commercial operations. My background connects business support and marketing strategy with CRM at Bosch and B2B account management at Ontime. I am based in Madrid.
Marketing and business support
Start with the market.
Early work in marketing strategy and business support made the first lesson clear: activity only matters when it helps a business make a better decision.
That starting point brought me close to two sides of the same problem: what a company wants to communicate and what it needs to organise to deliver on it. I am interested in the space between commercial intent and the practical work behind it. A well-framed question can be more useful there than another campaign.
Read the published articleRobert Bosch Spain · 2020 — 2024
Build the system behind the decision.
Inside a B2B business line, the work brought together CRM, customer data, launches and process improvement so commercial teams could work from clearer information.
Bosch brought me closer to the information behind commercial activity. CRM, launches and internal routines were not independent pieces: they shared people, data and dependencies. That period sharpened my attention to information quality and to the difference between having a tool and being able to work with it.
See the caseOntime Logística Integral · 2024 — Present
See the customer across the operation.
Managing B2B accounts means turning customer needs, reporting and internal coordination into a service that works across departments.
Account management adds another perspective: a customer commitment is tested in daily operations. Reporting, priorities and coordination matter because they affect a specific relationship. This work broadens my view of marketing towards service and towards what an organisation must do to sustain a promise over time.
See the case
06Trajectory
From execution to ownership.
The work changed the questions: from making things move, to understanding the systems and decisions that create durable value.
- 01 / 04Execution
Make the work move.
Start close to the customer, the commercial detail and the work that has to happen today.
- 02 / 04Systems
Make it repeatable.
Customer data, process improvement and cross-team coordination turn isolated effort into a system people can use.
- 03 / 04Building
See the whole business.
Marketing, operations and technology matter when they improve the way a business serves customers and makes decisions.
- 04 / 04Ownership
Think beyond activity.
The direction is long term: learn the economics, incentives and decisions behind value that can endure.