Alberto Fernández, CEO and Co-Founder of Servitalent: “Technology is vital in integrating offline and online sales”

Servitalent specialises in executive talent management and innovative HR solutions, and what could be more innovative than to find hidden talent in your own workers? Something that Alberto Fernández, CEO and Co-Founder of Servitalent, shares in this interview.

We asked Alberto which startup he most admired. “Without sounding immodest, I’d like to mention our startup, Apptitudinal, which we created and developed from Servitalent,” he said. “What makes Apptitudinal unique is not just the technology it uses but the fact that we’ve empowered a group of Citizen Developers – individuals without advanced technical backgrounds – to master a Low-Code platform like Caspio.”

In short, Apptitudinal filled a gap they couldn’t find elsewhere, and it’s now helping them turn qualified leads into clients. And creating cross-selling opportunities too.

This isn’t the only cutting-edge technology you’ll find at Servitalent. “[We] use ChatGPT in its premium version, which allows our team to be more effective in information analysis and subsequent interactions with both clients and candidates,” Alberto told us.

“Another notable AI application is chatbots, which we implemented on our website to facilitate continuous and efficient user interaction. This makes essential information accessible on demand, improving the customer experience for both companies and candidates involved in our selection processes.”

All this builds upon Alberto’s 25+ years of experience and his desire to incorporate technology into Servitalent’s business development. It’s an approach that seems to be working, and certainly an inspiration for any sales-orientated business.

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Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

One of the complex challenges we faced at Servitalent was changing our lead generation methodology over two years ago. We implemented Hubspot as our CRM, which allowed us to automate tasks, track each sales stage in real-time, and manage both inbound and outbound marketing actions. To make this transition, a significant investment in team training was crucial, as well as a shift in commercial habits, moving from a predominantly face-to-face approach to fully online operations.

Additionally, with Hubspot, we integrated data analysis tools that enable us to make decisions based on precise, business-aligned information. This combination of technology and data has not only optimised our operations but has also allowed us to add value to our clients by providing specific insights that reinforce their decisions to work with Servitalent for talent management.

In your view, how has the role of CRM software evolved over the last decade or so? What major breakthroughs stand out for you?

CRM software has evolved from a simple contact management tool to a comprehensive business intelligence system supporting sales and marketing. Initially, CRMs were limited to organising data and handling administrative tasks, but today they incorporate artificial intelligence, machine learning, and predictive analytics, enabling a much more strategic and personalized relationship with clients.

A crucial advancement has been the integration of multiple channels and data sources into a unified customer view, which makes it easier to deliver tailored experiences and anticipate needs. At Servitalent, these capabilities have allowed us to analyse our sector’s requirements comprehensively, both for our company and for our clients. This CRM evolution has been essential in strengthening client relationships and improving the effectiveness of our commercial campaigns.

What is one sales tool you or your team can’t live without? And why is it so important?

In addition to using Hubspot, Servitalent has relied on Caspio as a Low-Code platform for our internal developments for years. In fact, once a lead is qualified in Hubspot, all our operations are managed through a system we built on Caspio. This internal need led to the creation of Apptitudinal in 2015, a tech-based company that now provides development services for the industrial sector, creating cross-selling opportunities with Servitalent.

Our sector increasingly demands greater operational efficiency, so mastering this technology has become essential for us. Caspio enables us to maintain agility and autonomy in our processes, not only improving our service but also allowing us to respond swiftly and effectively to our client’s evolving needs.

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How has technology helped marketing and sales work better together? Or, if you feel differently about it, has it increased the gap between those two departments?

Technology has been fundamental in enhancing collaboration between marketing and sales, enabling process automation and real-time data sharing. At Servitalent, Hubspot and our daily follow-up meetings between both teams have been crucial in ensuring maximum coordination and alignment. Today, marketing and sales are fully integrated with our company.

This integration allows marketing to adjust its campaigns based on feedback from sales, and the commercial team to focus on qualified leads. However, technology alone isn’t enough; the organisational culture must also promote collaboration and continuous communication. In our case, the combination of technological tools and a team-oriented culture has led to effective synergy between marketing and sales.

What are some examples of AI being used in sales that stand out to you?

Artificial intelligence has transformed sales in many ways, but one of the most impactful is personalised client communication. At Servitalent, besides leveraging Hubspot’s functionalities, we use ChatGPT in its premium version, which allows our team to be more effective in information analysis and subsequent interactions with both clients and candidates.

Another notable AI application is chatbots, which we implemented on our website to facilitate continuous and efficient user interaction. This makes essential information accessible on demand, improving the customer experience for both companies and candidates involved in our selection processes.

Thinking of data, can you share some specific examples of it being impactful in driving revenue?

Data analysis is essential for optimizing revenue and efficiency at Servitalent. A clear example is analysing compensation packages for our clients, which we do in collaboration with Prosfy, our salary benchmarking tool partner. Since our fees are tied to the salaries agreed upon with candidates, correctly assigning compensation is vital for our income.

Integrating salary data also helps us anticipate and address potential negotiation issues, contributing to successful relationships between our clients and candidates. This data-driven approach not only optimises our selection processes but also directly impacts our revenue by identifying opportunities that would otherwise go unnoticed.

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When thinking of international expansions, how can technology help? What role can it play in developing and executing a strategy for commercial activities in a multinational context?

Technology is essential for international expansion, enabling standardized processes, communication, and remote management of teams in various countries. At Servitalent, we operate in over 50 countries through our partner network, and technology allows us to interact with them and manage client and candidate information in real-time, ensuring consistent, high-quality service.

Additionally, our partnerships with local partners provide us with detailed market knowledge. Through management and communication platforms, we maintain smooth collaboration with these teams, adapting swiftly to changes and ensuring our operations meet each market’s expectations.

Can you name a startup in the sales tech space that has caught your attention (and why)?

Without sounding immodest, I’d like to mention our startup, Apptitudinal, which we created and developed from Servitalent. What makes Apptitudinal unique is not just the technology it uses but the fact that we’ve empowered a group of Citizen Developers – individuals without advanced technical backgrounds – to master a Low-Code platform like Caspio. This achievement has been crucial in driving the development of our own business at Servitalent, where we use these tools to optimise internal processes in talent selection and management.

The most remarkable aspect of this journey hasn’t been the technology itself but the potential we’ve discovered and cultivated in our team. Training non-technical profiles to manage and effectively utilise technology independently is something we’re very proud of. This experience proves that, with the right training and approach, a team’s potential can be unlocked, allowing them to achieve exceptional results, regardless of their initial background.

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How do you leverage digital technologies and data analytics to enhance commercial operations globally?

At Servitalent, adopting digital technologies and data analytics is essential for managing global operations efficiently. Tools like Hubspot and Caspio allow us to integrate client and candidate data across all our operating markets, ensuring that our selection processes are consistent and of high quality, regardless of location.

Additionally, data analysis enables us to customize our commercial and marketing strategies according to each client’s sector, location, and specific needs, optimizing resources and maximizing our operational efficiency. This technology-driven approach allows us to offer a truly global and tailored service.

In your view, what role can technology play in providing a unified view of offline and online sales? How can it improve both worlds? What challenges can it tackle?

Technology is vital in integrating offline and online sales, but the real challenge lies with the people who must learn to use it and adapt it to their daily work. In organisations with established teams and processes, resistance to change is common. For a unified view to work, it’s essential that everyone understands the value of this integration and feels comfortable with the new tools; otherwise, even the best technology will fail to improve operations.

Merging both worlds requires a shift in mindset, not just technical skills. In my experience, change happens when team members see technology as an aid to better understand customers and provide a personalised experience. Investing in training and fostering a culture of openness is key to overcoming resistance and achieving successful integration.

What advice do you have for those wanting to start a career in sales?

My advice for those who want to excel in sales is to focus on understanding and adding value to the client, far beyond the commercial transaction. Success in sales doesn’t just come from selling a product or service; it comes from solving real problems, actively listening, and offering solutions that make a positive impact on the client’s business. In my experience, true success in sales is achieved when every interaction centres around this idea of value.

At Servitalent, we’ve emphasised this approach because we believe that sales should naturally result from the trust that clients place in us when they see us as consultants and strategic partners, not just as providers. This perspective requires every team member to be aware of the impact their proposal can have on the client and to be ready to offer insights and solutions beyond the obvious. In the long term, this approach not only facilitates sales but also builds lasting relationships and generates shared value, strengthening both parties’ positions.