The CS Lab Sonia Collado
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Your business is growing. Is the way you work keeping up?

More customers, more people, more opportunities… and also more firefighting, processes that don't quite work and decisions that always land on the same few people.

I help growing B2B companies, especially SaaS businesses, build better post-sales operations, retain customers, and scale without relying on a handful of indispensable people.

Let's talk about your business (opens in a new tab) See how I work

Customer strategy and operations Specialised in B2B SaaS

Sonia Collado, founder of The Customer Success Lab

Does your company work like this too?

  • Without this person, nothing gets done.

    Some decisions, processes and customers live in the heads of two or three people. When they're out, everything gets harder.

  • We spend all day putting out fires.

    The team works incredibly hard, but the urgent leaves no time to fix what keeps breaking.

  • Every new customer means more work.

    The customer base grows, and so do the manual tasks, the coordination issues and the cost of serving each account.

  • We don't know which customers are at risk until it's too late.

    We have data and tools, but little clarity on who needs help, who is getting value and who is ready to grow.

The problem isn't always a lack of people or tools. Sometimes the company has simply grown faster than the way it works.

You don't need more heroes. You need a system that works.

As a company grows, selling more or hiring more isn't enough. What you promise customers has to be delivered, teams need to know what to do, and problems have to surface before they become emergencies.

  1. I bring order.

    I clarify ownership, simplify processes and improve how Sales, Operations, Support and Customer Success work together.

  2. I make customers want to stay.

    I work on strategy, onboarding, adoption, account management, retention and expansion opportunities.

  3. I build for scale.

    I design processes, metrics and ways of working that hold up without depending on indispensable people.

Less improvisation. More clarity. A company that's ready to grow.

Two ways to work together.

For businesses

Grow without multiplying the chaos.

Customer strategy and operations consulting for B2B companies.

Leak Map · Strategic advisory · Fractional

See solutions for businesses

Mentoring & training

Helping build businesses that can grow.

Mentoring, training, workshops and talks for organisations that support startups and professionals.

Explore collaborations

Not every company needs the same thing.

I start with a diagnosis. From there, you choose how to build what's needed: your team with my judgement, or me working inside your team.

1Diagnosis

Leak Map

Operations and post-sales diagnosis

Find out what's holding your growth back.

I look at how your teams work, what happens after the sale and where you're losing time, customers or opportunities. I don't stop at three conclusions: I capture every leak and rank them by how critical they are, so you can decide what to tackle first.

Outcome: a complete map, priorities and an action plan.

2Build

Strategic advisory

Building together, as an advisor

You have a team. I help you make better decisions.

I support the design of processes, ownership, segmentation, customer experience, metrics and tools.

Your team executes. I bring judgement, structure and follow-up.

Fractional Post-Sales & Operations

Building from inside, fractional

You need things to change, but not a full-time executive.

I join your organisation for a period of time to drive change, coordinate teams and set up the post-sales function your growth needs.

Outcome: a post-sales function that is set up and running inside your company.

See how we could work together

Results matter more than processes.

Real case · B2B SaaS

€18K → €400K

18 months · Same account

  1. Starting point

    A key account was demanding more support and features than the company could sustainably provide. Teams were becoming overwhelmed, and no one knew whether the contract would be renewed.

  2. What changed

    I redesigned meetings to ensure they delivered value, involved customers in product development, and designed metrics to anticipate customer needs.

  3. Result

    We adapted the product, and the account renewed, expanded, and the model was replicated across other accounts.

Portrait of Sonia Collado

I've lived these problems from the inside.

I'm Sonia Collado, founder of The Customer Success Lab.

Throughout my career leading Customer Success, adoption and operations, I've seen companies with good products, good teams and real opportunities slow themselves down because of the way they work.

Brilliant people who become indispensable. Teams that work incredibly hard but can't get out of firefighting mode. Customers who buy with high expectations and meet an organisation that isn't always ready for them.

That's why I created The Customer Success Lab.

To connect strategy, customers, people and processes. Not from theory, but from having had to make the decisions, organise the teams and make things work.

See my background

Experience also grows by sharing it.

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

Business networks

Ideas and tools to work better.

What I use with companies, explained so you can start using it with your team.

Explore resources

Your business shouldn't depend on heroes to work.

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

Let's talk about your business (opens in a new tab) Write to me