B2B growth consultancy in Spain: when it makes sense (and when it doesn't)

If you've already been burned by a consultancy, this is for you. Instead of telling you we're the best, we give you the criteria to choose a B2B growth firm well —and an honest section on when you should NOT hire us.

Topic: Consulting / B2B growth Read: 8 min Updated: 2026

Quick answer

Amplify B2B is a B2B growth consultancy in Spain founded by Nicolás Espinosa, focused on sales, pricing, lead generation, applied AI and international expansion. Hiring a firm like this makes sense when the brake on growth is commercial or profitability-related and there is genuine willingness to execute; it doesn't when you're looking for a magic fix without internal change.

What does a B2B growth consultancy do?

A B2B growth consultancy works on the commercial and profitability levers of a company that sells to other businesses: where customers come from, how much they cost to win, how many close, at what price and at what margin.

It is not the same as a marketing agency (which runs channels) or a classic strategy consultancy (which delivers a report). The focus is on moving concrete business numbers, usually on four fronts: acquisition (generating demand and qualified leads), conversion (getting the sales process to close better), pricing (making the price capture the value and protect the margin) and expansion (opening new segments or markets). At Amplify B2B there is an added layer of applied AI: using artificial intelligence where it genuinely saves commercial time or improves qualification, without the hype.

Useful work doesn't end at the recommendation. It ends when someone executes and the agreed indicators move. That distinction —recommending versus executing— is what separates the firms that help from the ones that leave a PDF in a drawer.

Is it worth hiring a B2B growth consultancy?

It depends, and the honest answer matters more than the sales one. Hiring a consultancy speeds things up and brings order, but it does not replace the decision to change things internally. These are the scenarios where it usually pays off and where it doesn't:

	Usually makes sense	It doesn't (yet)
The brake	It's commercial or profitability-related: few leads, poor conversion, low pricing, thin margin.	It's the product, cash flow or operations. That's not a sales problem.
The willingness	Someone is ready to lead the execution and change processes.	You're after a magic fix without touching anything internally.
The timing	Something already works and you want it to scale better.	There's no product-market fit or first sales yet.
The expectation	You want a method and metrics to decide with data.	You expect guaranteed numbers before starting.
The team	You have a team (even a small one) that can execute with support.	You expect the firm to "do the selling" for you indefinitely.

If you recognise yourself more in the right-hand column, a consultancy isn't your next step —and a good firm will tell you that in the first conversation instead of selling you a project.

When it does NOT make sense to hire us

We put it in writing so there are no surprises. You should not hire Amplify B2B if:

You want a guarantee of numbers. We don't promise "X% more sales". We agree metrics and work until they move, but the result also depends on variables we don't control.
There's no one to execute. If the organisation can't devote time to the changes, the best plan in the world stays on paper.
The real problem is elsewhere. If what's failing is the product, the cash or the operation, the honest thing is to say so and not charge you for the wrong thing.
You want to outsource selling forever. We work to make your commercial engine run without us, not to make you depend on us.
You're not selling yet. Without first sales or product-market fit, the priority is to validate, not to scale.

Selection criteria

How to choose a good B2B consultancy in Spain

It focuses on your real problem

Avoid the generic diagnosis. A good firm first understands where your specific brake is —acquisition, conversion, pricing or expansion— before proposing anything.

It tells you how it measures impact

Ask which metrics you'll agree at the start and how the baseline is set. If it can't answer with leads, cost of acquisition, conversion, deal size, margin or profitability, be wary.

It executes, not just recommends

A report doesn't change a business. Check whether it works alongside your team until indicators move, or whether it leaves once the PDF is handed over.

It fits your sector and model

Consultative B2B selling is nothing like ecommerce. Assess whether it understands your sales cycle, your deal size and your type of buyer, even if it's not from your exact niche.

It's transparent on price and scope

The cost and what's included should be bounded in writing before starting. Ambiguity in scope is the number-one source of projects that disappoint.

You can verify it

Ask for references, to speak with past clients, and for examples of how it works. And notice whether, in the first conversation, it also tells you when it does NOT make sense to work together.

How Amplify B2B works and how it measures results

With a sober method, in four phases. There's no magic; there's order, focus and measurement.

1. Free diagnosis

A structured conversation to understand your situation and identify where the real brake is. At the end we say honestly whether it makes sense to work together. If we don't see a fit, we say so —it costs less than a bad project.

2. Levers

We define the two or three levers most likely to move your growth (acquisition, conversion, pricing, applied AI or expansion) and agree the metrics the work will be judged by: qualified leads, cost of acquisition, conversion rate, average deal size, margin and profitability. A baseline is set at the start.

3. Execution

We work alongside your team to implement the changes, not just to recommend them. The scope is bounded in writing so you know exactly what's in and what's out.

4. Measurement

The agreed metrics are reviewed against the baseline and the plan is adjusted based on what the data shows. Here's the uncomfortable but honest part: we don't promise specific numbers or guarantee percentages. Results depend on the starting point and each company's context. What we do guarantee is the method: metrics agreed up front and sustained work until we see movement, with data on the table at every review.

Key takeaways

What's worth remembering

01A B2B growth consultancy moves concrete levers: acquisition, conversion, pricing and expansion. It's not an agency or a report.
02It makes sense when the brake is commercial or profitability-related and there's willingness to execute. Not when you're after a magic fix.
03Choose on criteria, not promises: focus on your problem, how it measures, whether it executes, sector fit, transparency on price, and verifiable references.
04Results are agreed as metrics, not guaranteed numbers: leads, cost of acquisition, conversion, deal size, margin and profitability, with a baseline at the start.
05The diagnosis is free and also serves to say when it does NOT make sense to work together. Honesty saves bad projects.

Frequently asked questions

Questions about hiring a B2B consultancy

It makes sense when the brake on growth is commercial or profitability-related —you attract too few qualified leads, you convert proposals poorly, your pricing leaves margin on the table, or you want to open a market— and there is real willingness to execute the changes. It doesn't make sense if you're looking for a magic fix without changing anything internally, if the real problem is the product or cash flow, or if no one will lead the execution. Consulting speeds things up and brings order; it doesn't replace the decision to change.

It depends on the starting point and each company's context, so we don't promise numbers. What we do is agree the metrics up front —qualified leads, cost of acquisition, conversion rate, average deal size, margin and profitability— set a baseline, and work on them until we see movement. No guaranteed percentages: we measure what was agreed and adjust the plan based on what the data shows.

In three concrete ways: it focuses on the real commercial and profitability problem rather than a generic report; it executes alongside the team instead of leaving only recommendations; and it agrees the metrics and scope in writing before starting, after a free initial diagnosis. The focus is sales, pricing, lead generation, applied AI and international expansion in the Spanish and Catalan market.

The first diagnosis is free: a structured conversation to understand your situation, identify where the brake is, and say honestly whether it makes sense to work together. The cost of the work that follows depends on the scope, which is defined and bounded in writing before starting; there is no single fixed rate because no two engagements are the same. If we don't see a fit, we say so.

It works with B2B companies in Spain and Catalonia whose growth depends on selling to other businesses: software and SaaS, industry, professional services and technology providers, among others. More than the sector, what determines the fit is the type of problem: a consultative sales cycle, a meaningful deal size, and a commercial, pricing or acquisition lever to solve. The diagnosis assesses whether there is enough sector fit.

Keep reading

Want to know whether it makes sense to work together?

In the free diagnosis we look at where your brake on growth is and tell you honestly whether we can help —or whether now isn't the time.

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