Lilian Morales

Judge
DISC Type : Dc

Chief Executive Officer at By Doing

Bogotá D.C. Metropolitan Area, Colombia

Overview

Lilian is the CEO of By Doing, an international consultant, and trainer specializing in Agile transformation across Latin America. An Electronic Engineer from Universidad Industrial de Santander, she applies her extensive knowledge to drive innovation and digital business strategies. Colleagues describe her as energetic, dedicated, and a person with the ability to translate ideas into specific tasks.

Her primary professional motivation is using agile methodologies to improve the quality of life for people within companies. She is passionate about creating new ways of thinking and working, viewing her role as a catalyst for cultural and organizational change. She is known as a "Smiler, " reflecting her positive energy.

Unique fact: Lilian first encountered and implemented agile frameworks not in Latin America, but in Europe while volunteering with the PMI in Sweden.

Personality Overview

Objective Thinker

Quality Focused

Fast But Wary

They take a lot of pride in personal achievements.  More than the product, they care about the impact of the product. They are not always relationship oriented.

Topics They Care About

Agile in LATAM
A central theme of her career is orchestrating and coaching agile transformations specifically for the Latin American market, speaking at various regional conferences.
AI for Business
Based on recent certifications and social media posts, she is actively exploring and teaching how AI can be applied to enhance project management and business operations.
Continuous Transformation
Focuses on the journey of transformation, helping organizations develop agile cultures, resilient roadmaps, and adaptive strategies for continuous improvement.

Media Appearances

Lilian has no verified media appearances

Work History

9-2020 - 7-2025
Chief Executive Officer at By Doing
8-2019 - 7-2023
Agile Coach - Consultant - Trainer at By Doing
2-2022 - 11-2023
Entrenadora at Asociación Iberoamericana de Scrum
5-2022 - 3-2023
Enterprise Agility Coach at FYCO
2-2020 - 9-2020
TAM Manager at Teleperformance

Education

2003 - 2009
Electronic Engineer from Universidad Industrial de Santander
2014 - 2015
Specialist in Project Management from Universidad de La Salle

More Information

Social Presence :

Prographics :

Exp : 3 Location : Bogotá D.C. Metropolitan Area, Colombia Job Level : N/A Designation : Chief Executive Officer at By Doing
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Insights For Selling To Lilian

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Hold your ground without indulging in one-upmanship

DONT's

  • Don't try too hard to forge relationships with them
  • Avoid being a storyteller and don’t try to oversell
  • Don’t take too much time in sending them information if they ask for any

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lilian is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Lilian

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Lilian move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Lilian take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Lilian

Personality Compatibility


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