Lillian Ayala

Chief BUYonomist

An adopted New Yorker, Lillian is the founder of The Fusebox and our Chief Buyonomist.

Her early career was spent on Madison Avenue where she implemented sales and marketing strategies for Fortune 100 companies. During this period she became increasingly interested in the attraction of buyer-driven sales and marketing, particularly in connection with the art of market segmentation to achieve sustainable differentiation.

In the late ’90’s she founded The Fusebox and continued to apply her buyer-driven thinking but now with a specific focus on helping leading European and American tech companies achieve differentiation and drive client demand.

Today, this approach is called BUYERnomics™ and her great passion continues to be around assisting all her tech clients fuse their sales and marketing into one buyer-driven discipline instead of existing as two disjointed functions in order to attain, and retain, market share.

Lillian currently divides her time between evangelising BUYERnomics™ through client projects and frequent speaking events. She is also writing her first book which will offer a practical road map to all tech companies on how they can transform tech sales and marketing in the age of cloud computing.

Please contact Lillian today to find out how The Fusebox team can help drive your sales outcomes. Email:

What I strive for

To turn sales into a profession to be proud of.

What makes me tick

  • Great books
  • Outrageous food
  • Provoking films
  • Yoga

I devote myself to

My family, and helping people achieve their potential.