Fernando Arroyo

Building Scalable Outbound Engines for B2B SaaS | Outbound | GTM Strategy | Sales Leadership

Greater Madrid Metropolitan Area1.8k followers

Hanbai.io

ex-EALDE Business School

ex-Civitfun Hospitality

I help B2B SaaS and tech companies build or fix outbound sales teams that generate predictable pipeline. Most outbound teams do not have an activity problem.
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They usually have a focus problem, a messaging problem, a coaching problem or a process problem. That is where I help. At Hanbai, I lead outbound growth projects for B2B companies by combining GTM strategy, SDR/BDR leadership and hands-on sales execution. That usually means: - defining ICPs, buyer personas and segmentation strategy - building outbound playbooks, cadences and sales workflows - hiring and onboarding SDR/BDR talent - coaching calls, messaging, discovery and objection handling - improving pipeline structure, CRM discipline and sales processes - creating team routines that drive accountability, consistency and performance My background combines SDR execution, AE experience, outbound team leadership and GTM consulting across SaaS, tech and international markets. I do not just design outbound systems. I help teams execute them, coach them and turn them into measurable pipeline. If you are building an outbound team from scratch, or your current team is not generating enough qualified opportunities, I am always happy to exchange ideas with founders, Heads of Sales and revenue leaders.

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HANBAI.IOJOB
1. Team Lead, Sales Growth Pa…
  6M
MICROSOFTJOB
1. Business Sales Mgr
  5M
CHEKINJOB
1. Team Lead Outbound Enterpr…
  9M
MRALFRED.COMJOB
1. Sales & BD Mgr
  1Y
CIVITFUN HOSPITALITYJOB
1. Senior Sales Account Execu…
  9M
2. Sales Account Executive
  7M
CLOUDBEDSJOB
1. Sales Development Represen…
  9M
EALDE BUSINESS SCHOOLJOB
1. Admissions Advisor
  1M
DJP MUSIC SCHOOLJOB
1. Admissions & Sales Mgr
  11M
NUANCE COMMUNICATIONSJOB
1. Market Consultant
  2Y 1M

Job: EALDE Business School — Admissions Advisor · 2021-12 – 2022-01 · 1 mo — Advised professionals and executives on postgraduate and MBA programs, guiding candidates through high-value educational decisions and managing the full admissions pipeline. Key contributions - Counseled prospective students on MBA and postgraduate programs including Risk Management, Compliance, and Digital Marketing - Managed the full admissions lifecycle using Salesforce, from initial contact through enrollment - Handeled a pipeline of 200+ prospective candidates per month, ensuring consistent follow-up and conversion - Provided consultative guidance to align programs with candidates’ professional goals
Job: Civitfun Hospitality — Senior Sales Account Executive · 2023-05 – 2024-02 · 9 mo — Supported hotels and hospitality groups in their digital transformation by implementing guest experience and operational automation solutions. Key contributions - Managed the full sales cycle with hotels and hospitality groups across multiple markets - Helped clients digitize guest check-in and operational processes, reducing administrative workload and paper usage - Advised clients on optimizing implementation to improve efficiency and guest experience - Collaborated with hotel management and operations teams to ensure adoption and successful deployment - Participated in strategic client reviews as a senior team member to support long-term account success - Built trusted relationshi…
Job: Civitfun Hospitality — Sales Account Executive · 2022-10 – 2023-05 · 7 mo — Managed the full sales cycle using Pipedrive CRM, from prospecting to closing and client retention within the hospitality technology sector. Key contributions - Achieved 113% of quota in Q1 2023 - Awarded Predictability Award for sales forecasting accuracy and pipeline reliability - Managed outbound prospecting and qualification to generate new business opportunities - Closed new hotel clients while maintaining relationships with existing accounts - Maintained accurate pipeline management and forecasting through CRM discipline
Job: DJP Music School — Admissions & Sales Manager · 2021-01 – 2021-12 · 11 mo — Led admissions and commercial activities for a higher education institution in music production and audio technology, driving enrollment growth and revenue stability during the COVID period. Key contributions - Increased student enrollment by 58% through improved sales tactics and local partnerships - Achieved record sales performance in June–July 2021 and the highest first-half revenue in company history - Surpassed pre-COVID sales levels, growing revenue 48% vs 2020 and 31% vs 2019 - Designed and implemented a recurring revenue approach that stabilized monthly cash flow - Managed the full sales cycle using HubSpot, from lead generation to enrollment - Strengthened relationships wit…
Job: MrAlfred.com — Sales & Business Development Manager · 2024-02 – 2025-02 · 1y — Led business development and key account management initiatives across Europe and the Gulf region, supporting company expansion and managing strategic client relationships. Key contributions - Negotiated renewals and new agreements with key enterprise clients alongside executive leadership - Managed strategic relationships with major accounts, contributing to long-term contract continuity and growth - Secured new clients despite product localization limitations, opening opportunities in Spanish-speaking markets - Established a strategic partnership with a well-positioned regional company, working directly with the CEO - Led and trained remote SDRs, enabling transition to full-cycle sa…
Job: Nuance Communications — Market Consultant – Spanish Market Expert · 2015-07 – 2017-08 · 2y 1mo — Advised enterprise clients on Spanish market localization and best practices for voice recognition technologies used in automotive and mobility environments. Key contributions - Supported major automotive clients including Audi, Mercedes-Benz, BMW, Porsche, Ferrari, and Ford - Provided strategic recommendations to optimize processes and operations for Spanish-language market deployment - Contributed to efficiency improvements of up to 20% through workflow and localization enhancements - Delivered workshops and training sessions to improve client teams’ market understanding and business development strategies - Acted as cultural and market liaison to support successful technology adopt…
Job: Microsoft — Business Sales Manager · 2025-11 – 2026-04 · 5 mo — Southwest Europe - Microsoft Store for Business Enabled enterprise and mid-market customers across South West Europe to procure and deploy technology solutions efficiently, coordinating internal teams to ensure seamless execution and revenue flow. Key contributions - Supported purchasing and deployment processes for enterprise and SMBs accounts - Coordinated cross-functional teams to ensure accurate and timely order fulfillment - Expanded prospecting reach by adding new companies to the sales pipeline database - Collaborated with IT decision makers, CTOs, procurement teams and business stakeholders to facilitate purchasing decisions
Job: Hanbai.io — Team Lead, Sales Growth Partnership (GTM & Outbound Strategy) · 2026-04 – present · 4 mo — Leading outbound growth iniciatives for B2B companies by combining GTM consulting, BDR leadership and outbound process design. Responsible for building and scaling structured, repeatable and measurable outbound systems across multiple client accounts. 𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 Lead end-to-end outbound strategy development: ICP definition, buyer personas, GTM planning segmentation and multichannel prospecting strategy Design and document scalable outbound processes, cadences, playbooks and sales workflows Own recruitment and hiring processes for BDR/BDM talent, including structured evaluation and onboarding Deliver continuous coaching through call reviews, 1:1s, role plays, o…
Job: Chekin — Team Lead Outbound Enterprise · 2025-02 – 2025-11 · 9 mo — Built and led the outbound enterprise function from scratch, generating pipeline and establishing scalable prospecting practices across multiple European markets. Key contributions - Launched the outbound enterprise motion from zero - Built and coached a multinational outbound team (Spain, Italy, DACH). - Acted as player-coach, supporting deal progression and closing when required due to team seniority levels - Developed outreach messaging and positioning that improved engagement and prospect response - Partnered with clients during onboarding to optimize setup and identify upsell opportunities - Provided customer feedback to product teams, contributing insights for future feature im…
Job: Cloudbeds — Sales Development Representative · 2022-01 – 2022-10 · 9 mo — Generated qualified pipeline for a leading hospitality management platform, contributing to outbound growth and sales process optimization in the Spanish market. Key contributions - Exceeded monthly targets from the first month, achieving an average 16% conversion rate - Designed and implemented a new prospecting approach that increased conversion rates by 30%+ while reducing call volume - Developed and optimized outreach cadences and workflows in Salesforce, adopted by the SDR team in Spain - Generated qualified opportunities through outbound prospecting and multi-channel engagement
School: Hochschsule für Musik und Tanz Köln — Master of Music, Trompa
School: Centro Superior de Música del País Vasco "Musikene" — Grado Superior de Música, Trompa
School: Orchesterzentrum NRW — Máster, Interpretación musical, general

Skills

Formación en ventasVentas salientesVentas B2BEstrategias de mercadoConsultoría estratégicaGestión de proyectosOperaciones de ventaNegocios internacionalesEficiencia operativaExperiencia del clienteRetención de clientesProspección de ventasPronósticoLiderazgo en ventasLiderazgo de equipos multidisciplinariosGestión de equipos multiculturalesExpansión de nuevos mercadosGestión del ciclo de vida del clienteMejora de procesos de negocioIncremento de beneficios y ganancias

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Fernando Arroyo

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