Ricardo Urrea Ayala

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DISC Type : CD

Director, Sales Mexico at HubSpot

Bogota, D.C., Capital District, Colombia

Overview

Ricardo Urrea Ayala is a Sales Director at HubSpot with 13 years of experience in customer success and sales leadership. He has a global perspective shaped by working in four countries and holds a Masters degree from the Universitat de Barcelona. Colleagues describe him as an inspirational, strategic, and emotionally intelligent leader.

With an academic and professional background spanning Colombia, Spain, and Mexico, Ricardo brings a multicultural approach to relationship management and strategic execution. He is passionate about fostering customer success and empowering teams to thrive in diverse market environments.

He develops and shares unique sales frameworks like C. L. A. R. O. and P. R. E. D. I. C. T. to help sales leaders improve forecast accuracy using AI.

Personality Overview

ROI Driven

Thorough Evaluator

Precise But Practical

They prefer to be the ones controlling the conversation or defining the terms.  More than the product, they care about the impact of the product. They respond better to strong and respectful interactions.

Topics They Care About

Sales Forecasting
He consistently posts about improving forecast accuracy, sharing his P. R. E. D. I. C. T. method that uses AI to help sales leaders achieve up to 95% certainty.
CRM Optimization
Advocates for moving from Excel to a CRM, sharing his C. L. A. R. O. framework for cleaning data to automate commercial success.
Customer Success
Has an extensive background leading Customer Success teams across LATAM and EMEA for HubSpot and Pulpo, showing a deep commitment to the customer lifecycle.

Media Appearances

Ricardo has no verified media appearances

Work History

10-2025
Director, Sales Mexico at HubSpot
5-2024 - 10-2025
Director, Customer Success LatAm at HubSpot
10-2022 - 5-2024
Head of Customer Success LatAm at HubSpot
12-2021 - 10-2022
Chief Customer Officer at Pulpo
5-2021 - 12-2021
Director, Customer Success EMEA & LatAm at Pulpo

Education

Master's degree from Universitat de Barcelona
Master's degree from OBS Business School

More Information

Social Presence :

Prographics :

Exp : 7 Location : Bogota, D.C., Capital District, Colombia Job Level : Mid-senior Designation : Director, Sales Mexico at HubSpot
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Insights For Selling To Ricardo

During A Call Or A Meeting

DO's

  • Refer to testimonials from well-known industry leaders
  • Objectively showcase the impact that your product creates
  • Get to the point quickly instead of spending time doing small talk

DONT's

  • Do not back off when challenged, respond with a confident, objective answer instead
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ricardo is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ricardo

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Ricardo move?

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

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

You And Ricardo

Personality Compatibility


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