Paco Botello

Commercial Director

ColonySpaces

Sales & Marketing

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Recorded sessions from Coworking Tech Week featuring Paco Botello.

45 min

How technology supports sales and growth in coworking, a conversation with Paco Botello of Colony Spaces and Vanessa Sans of Happy Working Lab

Panel Discussion

Chapters

1:20Colony Spaces’ growth story in MexicoPaco Botello introduces Colony Spaces and explains how the company grew from a local coworking brand into a 20-location flexible workspace operator across Mexico City and Cancún.4:22From small teams to corporate workspace clientsThe conversation looks at how Colony’s customer base has evolved, with more demand now coming from larger companies, international brands, and broker-led corporate enquiries.7:24Building a sales process around HubSpotPaco explains why Colony moved away from Excel and started using HubSpot to track leads, understand demand by location and product, and measure how long it takes enquiries to convert.14:16Where coworking sales leads come fromThis section covers Colony’s strongest lead sources, including Google Ads, the website, walk-ins, outdoor visibility, QR codes, WhatsApp, and brokers.15:28Using WhatsApp automation to qualify leads fasterPaco shows how ManyChat helps Colony collect key lead details through WhatsApp, send them into HubSpot, and make sure the sales team has the information needed before human follow-up.18:24Turning enquiries into tours and office salesThe discussion focuses on how Colony handles prospects after first contact, why the team prioritises getting people into the space, and how the tour helps uncover the real office need.20:46Automated follow-up after coworking toursPaco explains how Colony uses HubSpot and WhatsApp follow-ups after a visit, including different communication flows for people who toured, did not rent, or may be ready to reconsider later.23:04Client onboarding, retention, and renewalsThis chapter covers Colony’s customer experience process after move-in, including welcome steps, check-ins during the contract, and renewal conversations before the agreement ends.28:30Recovering missed sales opportunities with better dataPaco shares how leads were previously lost when the team could not respond quickly enough, and how automation now helps Colony reactivate old enquiries, follow up with brokers, and stay organised.32:04Broker relationships in a competitive coworking marketThe conversation explores how Colony works with brokers in Mexico and why personal relationships still matter, even when technology helps with communication and lead tracking.34:33Choosing coworking technology with a clear customer journeyVanessa Sans explains why operators should map the full customer journey before choosing tools, from lead generation and tours to onboarding, retention, renewal, and exit.36:42AI and inventory management in coworking salesPaco explains how Colony uses AI through WhatsApp automation to answer availability questions using office inventory data, including building, capacity, pricing, and layout information.38:27Coworking lead generation in Mexico, Spain, and EuropeVanessa and Paco compare how coworking demand differs by market, including the role of Google Ads, social media, Google Business Profile, corporate clients, freelancers, and digital nomads.

About Paco Botello

Paco Botello is a commercial leader and business strategist with a strong track record in driving profitability, scaling operations, and building high-performing teams across competitive markets. As Commercial Director at Colony Spaces, he leads the company’s commercial strategy, focusing on continuous process improvement, revenue growth, and strengthening team capabilities to support long-term expansion.

With a background spanning real estate, mobility, and telecommunications, Paco brings a well-rounded perspective to business development and sales leadership. Prior to Colony Spaces, he held key roles at TrueHome, where he worked as Buyside Manager, and at Hertz, where he significantly improved customer experience metrics, increased revenue per transaction, and introduced innovative services during challenging market conditions. Earlier in his career, he led regional operations at Telefónica, achieving top performance across his territory, and developed strong customer experience foundations at Nespresso.

Paco holds a Master’s degree in Senior Business Management and is known for his hands-on leadership style, strong negotiation skills, and ability to align teams around clear commercial goals. He is deeply focused on execution, consistently exceeding targets while fostering a culture of accountability, resilience, and high performance.

Talk at CTW 2026

All session times are shown in UK time [UTC+1 | BST] (Europe/London).

Wednesday, Apr 224:45 PM UK time · 45 minPanel Discussion

How technology supports sales and growth in coworking, a conversation with Paco Botello of Colony Spaces and Vanessa Sans of Happy Working Lab

Join us for a practical conversation on how technology supports sales, conversion, and growth in coworking.

In this live session, Vanessa Sans, Founder of Happy Working Lab, speaks with Paco Botello, Chief Commercial Officer at Colony Spaces in Mexico, about how Colony approaches demand generation, lead conversion, client retention, and commercial growth.

Together, they will explore the systems, tools, and processes behind Colony’s commercial engine, from what happens in the first 24 hours after a lead comes in to the metrics that matter most, the signals that show when a client may be at risk, and the role technology really plays in winning and keeping business.

Expect a grounded discussion focused on real examples, day-to-day operations, lessons learned, and what has actually improved over time. Rather than theory or jargon, this conversation will look at what works in practice, what did not, and what other operators can take away from it.

This session is for coworking operators, commercial leaders, and anyone interested in how better systems and smarter use of technology can drive more reliable growth.

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