Owning the Outcome: Constraints Breed Innovation – AI's Quiet Rise in LATAM

Podcast Information:

• Title: Owning the Outcome
• Host: Sarah McDevitt, HubSpot’s Sr. Director of Partner Strategy
• Guest: Cecilia Hayafuji, Founder and CEO of Havoc, an Elite HubSpot Partner based in Buenos Aires
• Release Date: July 23, 2025
• Description: This episode delves into the unique challenges and innovative strategies employed by Cecilia Hayafuji to scale Havoc in the Latin American (LATAM) market, particularly focusing on the integration and adoption of Artificial Intelligence (AI) within a region marked by economic instability.

1. Introduction to Cecilia Hayafuji and Havoc

Host's Introduction: Sarah McDevitt opens the episode by highlighting the global nature of HubSpot’s Partner Program and introduces Cecilia Hayafuji, emphasizing her extensive experience in leading international tech and partner teams.

Cecilia’s Background: Cecilia shares her journey, emphasizing her four decades in the tech industry, starting from her beginnings as a Japanese-Spanish translator to becoming the CEO of Havoc. Her extensive experience at multinational companies like Microsoft positioned her as a specialist in serving mid-market companies in LATAM.

Cecilia [01:46]: "HAL is a consequence of four decades of experience I would say I spent... from Windows 95 to software as a service and an agile economy."

2. Navigating a Challenging LATAM Economy

Economic Instability: Cecilia discusses the persistent economic instability in LATAM countries like Argentina, Colombia, and Chile. She underscores the difficulty of managing businesses without access to traditional financial instruments like credits or loans, necessitating organic growth.

Cecilia [07:44]: "Our main role as a CEO is to be financially safe... we grow only organically. If I don't produce enough money by myself, it is impossible to grow."

Strategic Focus: She emphasizes the importance of multitasking and strategic planning, balancing short-term and long-term goals while maintaining a keen eye on cash flow to ensure sustainability and talent retention.

Cecilia [07:44]: "It's like being very on the both sides at the same time. I'm multitasking, asking is short term, midterm, long term, very long term."

3. Embracing AI for Competitive Advantage

AI as a Priority: AI stands at the forefront of Havoc’s strategic initiatives. Cecilia highlights that AI adoption isn't merely a trend but a necessity to enhance productivity and competitiveness.

Cecilia [11:12]: "AI adoption trainings... every week I see more discussions around AI than any other topic."

LATAM’s Unique Position: She attributes high AI adoption rates in LATAM to economic constraints that drive the need for high Return on Investment (ROI) technologies and a culturally ingrained desire to be early adopters despite economic challenges.

Cecilia [17:12]: "Latin America, we are spiritually early adopters. We love to be the first... competitive. We want to be the first one doing something new."

4. The Role of HubSpot Partners in AI Implementation

HubSpot’s Unique Value: Cecilia praises HubSpot for its comprehensive approach to partner management, customer engagement, and project implementation, which directly addresses the primary customer pain points of deployment and ROI.

Cecilia [14:44]: "HubSpot is unique... the way your salespersons approach each project, the way you talk about implementation... goes straight to that pain, which is return of investment."

Effective Partnerships: She credits the high success rate of Havoc’s projects (98% delivered on time and manner) to the seamless collaboration between HubSpot and its partners, ensuring impeccable service delivery and customer satisfaction.

Cecilia [14:44]: "Partners are the key... 98% of projects run in time and manner. That is tremendous."

5. Customer Behavior in an AI-First World

Consistent Customer Concerns: Despite technological advancements, Cecilia observes that fundamental customer concerns remain consistent. Initially, there's resistance and apprehension towards AI, similar to past technological shifts like the introduction of graphic interfaces in Windows 95.

Cecilia [18:52]: "Anything that is new is uncomfortable for any person. This is normal... AI today is not different."

Evolving Acceptance: Over time, resistance diminishes as AI becomes integrated into business operations, leading to greater acceptance and reliance on AI-driven solutions.

Cecilia [18:52]: "AI comes after many changes we've seen in the IT market... the level of resistance is getting lower and lower."

6. Advice for Aspiring LATAM Partners

Focus and Differentiation: Cecilia advises new partners to identify their unique strengths and concentrate their energies on excelling in specific areas. Being competitive and embracing difference are crucial for standing out in the crowded market.

Cecilia [21:39]: "Find something that you are very good at and try to focus your energy and your team energy in that special feature of your company."

Process Over Reliance on Individuals: She emphasizes the importance of establishing robust processes to ensure business continuity, especially in environments with high talent turnover and limited financial resources.

Cecilia [22:55]: "If you have a process, you can run the business more smoothly, not depending on persons, but depending on processes."

7. Future Outlook and Growth

Growing Impact: Looking ahead, Cecilia is enthusiastic about the expanding role of partners in driving innovation alongside HubSpot. She acknowledges the rapid pace of HubSpot’s innovations and the necessity for partners like Havoc to scale in tandem to maintain their competitive edge.

Cecilia [23:39]: "The impact we may have as partners is going to be more and more important, bigger and bigger."

Sustained Collaboration: She underscores the symbiotic relationship with HubSpot, noting that the continuous growth and innovation of HubSpot directly influence Havoc’s success and market positioning.

Cecilia [24:34]: "The way HubSpot is growing the market, the way you are growing the size of the cake is very impressive. That's the most important thing that I as a partner watch every day."

8. Conclusion

Sarah wraps up the conversation by expressing gratitude to Cecilia for her invaluable insights and representation of LATAM partners on a global platform. The episode highlights the resilience and innovative spirit required to thrive in the competitive and economically volatile LATAM market, with AI adoption serving as a critical lever for growth and efficiency.

Sarah McDevitt [25:06]: "Cecilia, thank you so much for joining us today. Representing LATAM Partners on a global stage is invaluable."

Key Takeaways:

• Economic Resilience: Navigating LATAM’s unstable economies requires strategic financial management and organic growth.
• AI as a Catalyst: Embracing AI is essential for enhancing productivity and maintaining competitiveness in a rapidly evolving market.
• HubSpot Partnership: Effective collaboration with HubSpot is pivotal for successful project implementation and customer satisfaction.
• Process-Driven Success: Establishing strong processes ensures business continuity and reduces dependency on individual talents.
• Future Growth: The expanding role of partners is crucial for sustaining growth and innovation alongside HubSpot’s advancements.

This detailed exploration provides listeners with a comprehensive understanding of the challenges and strategies involved in scaling a tech business in LATAM, emphasizing the pivotal role of AI and strong partnerships in driving success.