Lorenzo Santos
Verified Expert in Sales
Sales Expert
Los Angeles, CA, United States
Toptal member since August 15, 2025
Lorenzo is a sales and go-to-market (GTM) leader who has built zero-to-one revenue engines, including six-figure SaaS pipelines, seven-figure multi-national launches, and campaigns generating over 10 million monthly views. Leveraging strategic alliances and AI workflows, Lorenzo has activated more than 300 partnerships and reduced go-to-market cycle time by 50%. He has also delivered a two-times bootstrap brick-and-mortar exit and enabled Fortune 500 partner success at SAP.
Expertise
- B2B
- B2C
- ChatGPT
- Clay
- ClickUp
- HubSpot
- Salesforce
- n8n
Work Experience
Head of Venture Consulting, Sales and GTM
Palette Ventures
- Generated over $100,000 in pipeline within six months for Cal.com by designing and launching the company's first outbound engine, including strategy, cadences, and collateral.
- Enrolled over 200 investors and launched the Filipino Angels immersion program, connecting founders with global capital.
- Implemented AI-driven content workflows for One Down Media, increasing output by 50% and generating over 10 million monthly impressions.
- Drove 135% year-over-year agency growth through strategic playbooks and advertising and scaled an eCommerce client from $0 to $60,000 monthly recurring revenue in under 90 days.
- Doubled client sales on five-figure ad budgets by optimizing Facebook and Instagram spend and sponsorship mix.
Co-owner and Co-general Manager
ReforgeFit (Acquired)
- Achieved an exit at approximately 2.1 times the purchase price, realizing a 90% gain within 12 months, by overhauling pricing, class offerings, and operations.
- Increased memberships 2.7 times through content marketing, Facebook and Instagram campaigns, and local SEO.
- Reduced operating costs by approximately 50% by renegotiating vendor contracts and upgrading equipment.
- Deployed a trainer-led upsell system that increased recurring revenue and established 10 local partnerships, driving a 65% increase in new members.
Associate Partner
Tap Group
- Reduced client time to hire by 35% by implementing an Asana, ClickUp, and HubSpot CRM workflow stack.
- Negotiated revenue sharing and co-sell agreements and built dashboards to track pipeline and commissions.
- Produced enablement assets, including battle cards, one-pagers, and landing pages, reducing sales cycles by 20% for tech and real estate clients.
- Hired and coached two go-to-market specialists and authored playbooks adopted across client teams in multiple industries.
Venture Growth and GTM Lead
Operate VC
- Created six-figure pipelines for food and beverage, real estate, and fintech portfolio companies by launching go-to-market programs from zero to one.
- Engineered KPI and competitor dashboards, improving resource allocation and increasing win rates across multiple verticals.
- Advised leadership on partnership models, reducing the average sales cycle by 20% through tailored enablement and deal structures.
GTM Strategy and Operations Manager
SAP
- Secured approval for monthly venture plans before the SAP Global Executive Committee as an entrepreneur-in-residence (EIR).
- Co-developed SAP's North America intrapreneurship program and became one of the company's youngest venture partners.
- Seeded the initial pipeline alongside the general manager as SAP Studio Ventures' first sales hire, securing the first 11 clients, including Fortune 500 accounts.
- Reduced internal sales team and account executive ramp time to one month by designing partner-onboarding playbooks and enablement materials; hosted co-branded webinars with 200+ registrants, boosting partner-sourced pipeline and cross-sell velocity.
Skills
Tools
Salesforce, Pipedrive
Competencies
B2C, B2B, Pricing Strategy
Demand Generation
Referral Programs
Sales Strategies
Outbound Sales
Other
B2B2C, HubSpot, Clay, n8n, Instantly, Asana, ClickUp, ChatGPT, Claude, Perplexity, Midjourney, Enterprise SaaS, Strategic & Channel Partnerships, Sales Forecasting, Revenue Sharing, Copywriting, Email & SMS Automation, Social Media, Funnel Optimization, Market & Competitive Intelligence, Management, Revenue Operations (RevOps), Project Management, Profit & Loss (P&L), Vendor Management, Procurement, Recruiting, Social Media Management, Sales, Search Engine Optimization (SEO), Consulting, Sales Pipeline Management, Partnership Management, Go-to-market (GTM) Strategies, Venture Capital, Management Consulting, Product Development, Outbound Prospecting, Pitch Decks, Enterprise Sales, Customer Relationship Management (CRM), Program Development, International Business, Email Automation, Contract Negotiation
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