In May, I visited TP Barcelona, where the company showcased its flagship multilingual operations in Spain and shared its B2B revenue operations as a service, built on a foundation of data-driven sales strategies, integrated sales and marketing processes, and AI-powered sales enablement.

TP Spain: multilingual hub for high-end CX services

TP has ~11.2k employees in Spain in ten sites and WAH, including multilingual hubs in Barcelona and Madrid supporting ~25 languages. Barcelona is also a B2B sales CoE (since 2005) and currently has ~2k B2B sales experts working for multinational media and entertainment, SaaS, CPG, life sciences, and telecom clients.

As both a domestic and pan-European delivery market, Spain specializes in higher-value CX and BPS services, in addition to traditional CX services for local clients, such as scalable B2B sales, marketing services via a dedicated agency, recruiting as a service, QAaaS, trust and safety, and BSFI domain-specific work such as risk and fraud prevention, KYC/KYB, AML, and financial crime monitoring.

TP Spain offers revenue generation as a service, including lead generation and enrichment, IB/OB sales, merchant onboarding, upsell and cross-selling, inside sales, account management, partner sales, social selling, GTM, and marketing. At a global level, TP has multiple B2B clients in over a dozen countries.

Within B2B sales, this specialization by vertical is increasing. TP’s multilingual resources are often recruited from their home country to relocate to Barcelona to sell to their native markets in the local language. They are also aligned by their professional background; for example, sales and account managers with a PhD in Chemistry, or cybersecurity engineers.

Another area with highly specialized sales requirements is ecommerce and advertising ecosystems, including retail media networks. TP helps grow and connect with merchants and advertisers from the SMB segments with tasks including assisting with the placement of social ads and social selling, ensuring the ad quality, local ads geo mapping, map listings, product review, end-to-end merchant/seller account management from onboarding such as verifying credentials, and white glove support. An example client is a multinational online advertising platform which TP’s Barcelona B2B sales teams manage, from direct business advertisers to digital agencies.

This level of vertical specialization also allows a closer relationship with the sold brand. For example, for a global high-tech firm, TP sales teams are among the first to test and play with six new tools and provide feedback, where frontline sellers, a demographic group in their 20s, communicate directly with the client’s R&D engineers with decades of experience.

Integrated sales and marketing in a strategic roadmap

Spain is also the HQ for TP’s digital marketing agency Findasense, which has a portfolio of TP and external clients in 25 markets across Europe (primarily Spain), LATAM, and North America. Findasense provides brand experience, marketing intelligence, strategy and consulting, creativity and content creation services, digital engagement and care, and marketing and campaign platforms. It also offers management of display networks, website development, infusing analytics in existing online assets, content creator implementation, and localization. Another LOB family is trust operations, such as local ads compliance and ads monetization.

Since its acquisition in 2023 as part of Majorel, Findasense has been actively integrated within TP’s marketing services portfolio as part of the digital service arm TP Infinity. This integration of sales and marketing capabilities comes as a response to the increasing convergence of brands’ marketing and sales needs. TP aims to address the growing demand for CMOs, Chief Growth Officers, and CX functional leaders to accelerate revenue. While not all organizations have reached the maturity to join up their needs, TP Infinity consultants, Findasense brand experts, and TP’s B2B sales operations leaders work with the clients to identify this latent demand and demonstrate the possibilities of a strategic revenue generation roadmap. A straightforward target objective is mixing brand awareness with sales motions.

Findasense contributes lead nurturing content such as sales newsletter creation, social media trends detection, online reputation management, marketing insights at the industry and category level, and support and management, such as background checks of key opinion leaders, superfans, and influencers.

EI & AI in support of revenue generation

TP’s transformational approach to revenue generation is based on two paradigms: an AI-powered portfolio of platforms, both internally developed and partner technology ecosystems, and employee emotional intelligence (EI). These two pillars serve the business objectives of increased loyalty, strengthened customer stickiness, and topline selling.

The AI platforms cover linguistic analytics, conversational interfaces, knowledge management, personalized recommendations, data analytics, integrated translation, generation and summarization, personalized assistants, training generation, and performance insights and coaching.

For example, TP employs AI sales coaches, AI pitch preparations, and AI lead scoring tools. It uses GenAI to assist TP sellers with IBQ for a better book of business, book prioritization to focus sellers through the quarter, and a growth planner to identify customer headroom and benefit. During interactions, the AI helps with meeting summarization, where it structures the information for pitch reactions and challenges. After sales calls, the AI composes and responds to emails and auto-logs the conversation history. A Meeting Assistant in the communication channels over voice and messaging generates just-in-time responses. Post calls, employees use the meeting transcripts and insights for conversation coaching, develop outlook insights and change drivers for fast plan pivots, and help with focusing attention.

The AI-powered solutions, including third-party software such as Centrical, have been used by ~1k TP users in Q1 2025, with an estimated ~14k sales hours saved.

The EI integrates the employee lifecycle and converts talent skills into EI skills such as service to sales, critical thinking, AI usage, empathy and social skills, product knowledge, information gathering, summarization, and documentation. This transition into EI also means a transition to new roles and profiles for knowledge teams who manage content created with GenAI, model refinement teams for refining LLMs and GenAI models for up-to-date processing, and proactive engagement teams who aggregate and refine insights from GenAI to share. For example, in Barcelona’s sales teams, new hires use GenAI tools to create podcasts with product and competitor information to consume on the fly.

A key element here is AI-enabled recruitment, onboarding, and learning. For example, TP is using an AI training platform with sales roleplay to accelerate proficiency with a path to certification. The platform is highly customized and has capabilities such as detecting if the sales rep is making eye contact.

AI-powered sales adapting to the future

The infusion of AI in revenue generation processes will not replace human sellers, the next three to four years. However, its immediate impact is already being felt, amplified by more strategic lead generation and sales resources freed from unproductive, repetitive tasks and given the time for relationship building, personalization, and ultimately closing deals.

While product development is faster than ever before, more enterprises are outsourcing their sales functions. A direct effect is clients moving their KPI focus to revenue impact versus ROI, and increasing the importance of sales enablement and sales being able to adapt. TP will utilize more AI-powered tools, AI training and AI coaching to drive consultative selling, increase seller onboarding, and speed to competency, and achieve better alignment between internal and outsourced teams for improved sales effectiveness. Another feature of this AI-enabled sales is data-driven sales strategies, where TP will include near- or real-time competitors offering analysis, customer sentiment analysis, and sales performance tracking to drive hyperpersonalized sales. TP is actively employing AI for pitch refinement and finetuning, and an AI assistant to identify outliers in sales rep performance with gamification.

The seller enablement lens is at the core of TP’s investments; for example, piloting agentic AI across different sales motions such as generating appointments and calendar booking.