So first of all, what do you do at Trackingplan?
I’m the Head of Sales at Trackingplan.
In practice, that means understanding our prospects’ and customers’ problems in depth and validating whether Trackingplan is genuinely a fit for them. From there, my role is to help them move forward with confidence — not just by explaining the product, but by helping them build internal alignment, navigate procurement processes, and secure buy-in from stakeholders such as analytics, IT, legal, and security.
What’s a day in the life of Javi like?
Most of my day revolves around conversations.
I spend a significant amount of time speaking with prospects and customers, showcasing Trackingplan through tailored demos aligned to their specific challenges.
I also work closely with companies during trials (our PoCs), helping them define success criteria, interpret results, and build the internal case for adoption.
Another important part of my role is collaborating with agency partners, who are increasingly a major source of new Enterprise opportunities for us.
And finally, I regularly engage in “friendly” but detailed discussions with security and legal teams from Enterprise clients. NDAs, DPAs, and security reviews are part of my daily routine.
With your background in Computer Science and an MBA, how did you discover that sales was the path for you?
I initially started a company, and someone had to take ownership of sales. That’s how it began.
Over time, I realized that sales is both an art and a science — which is a perfect combination for someone with a Computer Science background who also enjoys literature and psychology.
Sales, like technology, evolves continuously. It’s highly competitive and intellectually demanding. I enjoy the constant learning and the opportunity to push myself, especially when competing in complex, high-stakes environments.
What’s your personal philosophy when it comes to sales? And how has it evolved over the years?
I try to stay focused on the fundamentals. The shape may change, but the core questions remain constant:
Why change?
Why now?
Why us?
Over more than 20 years in the industry, my approach has evolved significantly. Sales has moved from being relationship-driven and based on social networks to becoming much more structured, data-informed, and grounded in applied psychology and process.
The basics still matter — but the level of sophistication has increased dramatically.
You’ve read a lot on sales and business—are there any books, podcasts, or resources that have significantly shaped your approach?
There are many.
In earlier years, I followed Kevin Dorsey’s content, especially around cold outbound strategies.
The 30 Minutes to President’s Club podcast is, in my opinion, one of the best ongoing resources available today.
In terms of books, The Qualified Sales Leader by John McMahon has been very influential, as well as Selling with by Nate Nasralla.
Lately, my main focus has been helping our internal champions sell internally — which is often the real sales process in Enterprise deals.
Looking back at your career, what are the most valuable lessons you’ve learned in sales—both from successes and failures?
Time is often on your side — if you focus on doing the right things consistently.
Sales is emotionally volatile. There are constant ups and downs. The key is to remain grounded in the fundamentals and focus on execution.
Work for short-term goals, but always operate with long-term consistency. If you keep doing the right things repeatedly, results follow.
Outside work, what hobbies or routines help you stay focused?
I have two young kids (8 and 6), so routines are not optional — they’re essential.
Outside of family life, I play chess online regularly. It’s a mental workout and a competitive outlet without physical risk. I played basketball for many years, but injuries are now more frequent than I’d like, so chess has become my main way of competing.
How do you adapt traditional sales principles to the rapidly changing landscape of technology and data-driven tools?
By staying aware of change and continuously upgrading both tools and skills.
Technology and AI can multiply your effectiveness, but only if you understand how to integrate them into strong fundamentals. The objective is not just to use tools — it’s to leverage them to improve performance and decision-making.
Since joining Trackingplan’s sales team, what has surprised you the most about the way you work with clients or the results you see?
One of the most surprising aspects is our win rate once we move into a trial (PoC). It’s consistently high, which speaks to the strength of the product when customers experience it directly.
Another notable aspect is the level of legal and security scrutiny involved in Enterprise sales. This is expected, especially when working with large organizations and e-commerce companies, but the depth of reviews reflects the importance of trust in our space.
From a technical perspective, the product itself is remarkable. Capturing and analyzing real production payloads at scale in real time is something that, just a few years ago, would have been either technically unfeasible or prohibitively expensive. As a Computer Science engineer, witnessing how fast this landscape evolves — and adapting to it — is something I genuinely enjoy.
What advice would you give to someone starting in sales today, especially with new technologies, AI tools, and the evolving buyer landscape?
Understand that sales requires continuous learning.
It’s a demanding profession. We may not be professional athletes, but we should approach our craft with the same discipline and obsession for improvement.
Train consistently. Study the fundamentals. Leverage technology. And stay competitive — especially with yourself.
