Rotata and Gestazion: An alliance to transform B2B marketing and sales

Rotata y Gestation we have formalised an alliance to work together on common ground: the transformation of B2B companies' marketing and sales processes, supported by HubSpot and in artificial intelligence.

It is an alliance between two companies that had arrived at the same point by different paths. Rotata, from the redesign of business processes and their implementation on HubSpot. Gestation, through the building of growth systems that combine artificial intelligence, data and creativity. Together we cover a journey that neither of us could fully cover on her own, and therein lies the real value of this union for the companies that work with us.

Two companies with the same understanding of growth

Rotata it is an AI-first consultancy specialised in the digital transformation of marketing and sales departments. Our work consists of redesigning the business processes that underpin customer relationships and taking them to HubSpotfunnel design, qualification criteria, follow-up automation, integration with the rest of the technology stack and training for the team that will be using it afterwards.

We do not sell software or consultancy hours, but commercial strategies that work and can be measured. We accompany the project through its three stages — advisory, implementation and subsequent support — so that what has been put in place remains alive when the project formally ends. We work with B2B companies from very different sectors, with a common objective: for their marketing to work in an integrated, automated way and aligned with sales.

Gestation it is a digital marketing and artificial intelligence agency that helps B2B and B2C companies build growth systems by combining AI, data and human creativity, under an idea that neatly sums up their view of the market: the future is not linear, it is exponential.

Her territory encompasses search engine and generative environment positioning —AIO, GEO and SEO, to also have a presence on ChatGPT, Gemini or Perplexity—, market intelligence, AI assistants and agents applied to real business processes, automation and CRM within HubSpot ecosystems, social and performance media acquisition, and loyalty. She is a partner of Google, Meta, HubSpot and Semrush.

The logic of the alliance

The underlying reason has to do with how marketing and sales projects have changed in recent years. They no longer consist of implementing a tool and training a team: they consist of redesigning how a company acquires, qualifies and supports its customers, and sustaining that process with technology and data that evolve every quarter.

That job has two sides. One faces inwards: the sales process, the CRM, automation, data quality, and actual adoption by the team. The other faces outwards: visibility, channels, content, and the conversation with the market. Covering only one of the two leaves the project half-finished, whether it is an impeccable CRM with no demand to feed it or an acquisition machinery that leads into a funnel that is not ready to receive it.

By combining our capabilities, our clients no longer have to choose between one and the other, or coordinate them on their own: our union offers them a global solution through a single project.

There is also a shared starting point that makes collaboration work on a day-to-day basis: we both view artificial intelligence as infrastructure rather than an add-on. It is not a layer added at the end of a strategy to modernise it, but the way processes are designed from the outset, with human judgment applied where it truly adds value. When two teams share that premise, coordinating on a real project ceases to be an exercise in translation between two different ways of working.

What changes for your business

For a B2B company, this alliance translates into three concrete things.

A single project, rather than multiple suppliers. The design of the business process, its implementation in HubSpot and the lead generation that feeds it are no longer three separate conversations with stakeholders who share neither criteria nor timelines.

Greater execution capacity. We can take on larger projects, with more fronts open at the same time, without lengthening deadlines or splitting the work between teams that don't speak to each other.

A complete tour, with no gaps. From the initial decision on what your business needs to the campaign that fills the funnel, through to the training of the team that will sustain it. Every piece is designed knowing how it fits with the others, which is precisely what tends to get lost when each part is executed by a different supplier.

Added to that is something less visible but equally decisive: the accumulated experience of two companies that have worked with very different realities, from large accounts with established marketing structures to small teams that need every euro invested to show in the pipeline. That variety is what makes it possible to recognise early on what fits in each case and, above all, what doesn't.

The ground we covered together

In practice, these are the areas in which we can work with you:

• Get HubSpot up and running, with the commercial process defined before the configuration.
• Reviving an underperforming CRM, reviewing what is actually being used, what was left half-done and which business decisions were never actually made.
• Redesign marketing, sales and service processesqualification, allocation, monitoring and measurement criteria.
• Align marketing and sales around a common definition of a qualified lead and what should happen to it.
• Build sustainable demand generation, with automated prospecting, nurturing and qualification.
• Gain visibility in search engines and in the artificial intelligence assistants that nowadays answer before a results page.
• Turn on social and performance media acquisition, with business objectives behind them and not just reach.
• Incorporate AI agents to real care, qualification or support processes.
• Turn data into decisions, with market intelligence and reliable reporting for management.
• Train the team so that they can become more independent in using the tools they use every day.

It is not necessary to tackle everything at once, nor is it usually advisable. The usual approach is to start with a specific front and expand from there, with the difference that now the next step is already covered and whoever is taking it on knows the project from the inside.

Let's talk

If your company is evaluating HubSpot, whether you already work with him or want to rethink how you generate and manage your demand, this partnership is a good reason to start the conversation. Tell us where you are at and we will give you an honest assessment of what is missing and in what order it is best to tackle it.