I like bringing order where others have got used to chaos.

I'm Sonia Collado. I work with companies that want to grow without losing control of their operations or their relationship with customers.

My professional story.

I've led Customer Success, adoption and operations at growing SaaS companies, connecting Sales, Implementation, Customer Success, Support, Product and leadership.

I've built two Customer Success departments from scratch and worked inside post-sales at several SaaS startups: as Head of Customer Success at Libnova, Customer Success Lead at Foreworth and Customer Success Manager at Opinator.

Why I founded The Customer Success Lab.

I kept seeing the same pattern: companies growing on the backs of people who solve every emergency. It works until those people burn out, change roles or leave.

I founded The Customer Success Lab to build sustainable systems instead: processes, ownership and ways of working that don't depend on heroes.

How I think about growth.

Growing well means connecting strategy, customers, people and operations. First I understand how the company really works and what's holding results back. Then I build what's needed with the team, so it keeps working without me.

Tools (CRM, automation, data, AI) are parts of the system, not the starting point.

Teaching, communities and recognition.

Teaching and entrepreneurship

University lecturer at UNIR.
Mentor at IE Startup Sprint 2026 (IE University Entrepreneurship Club).
Training for the Madrid Chamber of Commerce.
Scaleups such as Aticco Lab and Tetuan Valley.

Professional communities

Founding Member of The CS Table.
Regular contributor to GenCS.

Business networks

Member of Élite Networking Club.
KCN.

Recognition

Nominated in 2026 for the Customer Success Thought Leadership Awards. [VALIDAR: exact category names and organiser]

What people who worked with me say.

LinkedIn recommendations from former colleagues.

Sonia convirtió la incertidumbre inicial en una estructura sólida: formó al equipo desde cero y definió procesos pensando siempre en el cliente y la preservación digital. Lo hizo con una sonrisa constante y un trabajo intenso, aportando calma, criterio y determinación en momentos de presión. Su combinación de empatía, visión estratégica y atención al detalle permitió desplegar soluciones escalables en un entorno SaaS.

Julio Quintero Customer Success Manager at Libnova

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Sonia created and built a team from scratch. She developed a model based on genuine cooperation with the customer, understanding their challenges, anticipating their needs, and working side by side with them and with other areas of the company, together with the team she leads.

Rubén Muñoz Product Manager at Libnova

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Sonia consiguió que diéramos continuidad al uso de la herramienta en nuestros primeros clientes, y fue gracias a su iniciativa que logramos aterrizar los primeros casos de uso que ahora conforman el backbone de nuestro producto.

Manuel Sainz Sales Executive at Foreworth

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Sonia demonstrated exceptional leadership and strategic clarity in her role. Our department's success relied on her team's ability to drive successful user onboarding and continuous engagement, and she consistently delivered.

John Winberg Customer Service Manager at Libnova

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Además de su enfoque centrado en el cliente, Sonia impulsó diversas iniciativas orientadas a mejorar tanto los procesos internos como externos del equipo. Posteriormente, mostró una gran iniciativa mediante la creación de un dashboard en Power BI, aportando claridad y facilitando la visualización de datos para nuestros clientes. Este trabajo reflejó su motivación para mejorar constantemente la experiencia del cliente y aportar valor al equipo.

Álvaro Marinetto Development Director at Foreworth

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Trabajar con Sonia fue una experiencia realmente enriquecedora. Su trato con el cliente, su proactividad en la mejora continua y su enfoque orientado a resultados hacen de ella una apuesta segura. Lo que más me impresionó de Sonia fue su capacidad de adaptación y aprendizaje en nuevas tecnologías, lo que le permitió reducir al mínimo la curva de aprendizaje y asumir el liderazgo en su rol prácticamente desde el primer día. Sin duda, una profesional clave para cualquier empresa.

Raúl Flores Regional Sales Manager at Atlafy

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Your business shouldn't depend on heroes to work.

Let's start by understanding what's going on.

Let's talk about your business Write to me