Verónica Buitrón believes that the most creative, innovative companies have simple processes to follow – removing stress and setting minds free to work on exciting new ideas.
Veronica is the Co-Founder and CEO of TangoCode, a Chicago-based software development firm focused on Digital Marketing. Prior to TangoCode, Verónica was a Co-founder of GeneXus USA, a development services firm for enterprises. TangoCode specializes in creating simpler ads. The team at TangoCode use their industry expertise to guide companies through the process of aligning their technology strategy with their business objectives. Basically – they create automation software to simplify business processes!
As a female entrepreneur, Verónica considers it essential to not only create a diverse and progressive culture within her own company but also to actively promote it within the tech community. She believes that diverse views help solve complex technology challenges in a global market. TangoCode is built upon the principles of innovation, continuous improvement, diversity, and excellence.
These values have enabled TangoCode to create the industry’s most innovative digital marketing solutions at an accelerated rate for its clients and evolve from a software development firm to include the launch of its latest AdTech automation platform, Chassis.
Verónica speaks publicly on diversity, innovation, and their interrelated relationship. She participates in workshops and fireside chats about a more diverse technology world and the power of finding solutions together.
Change creates innovation
Before founding TangoCode, Verónica explored many avenues for her talents. But every time she considered software for companies, she saw stable industries – and wasn’t challenged enough.
Instead, she took notice of an ever-changing industry: Digital marketing. Constantly evolving, the world of digital marketing requires that marketers innovate to survive constant disruption. TangoCode brings both automation and scale to marketers to enrich their value-added services.
In digital marketing, Verónica and her husband and Co-Founder discovered an industry that required easier solutions in order to take away the stress and anxiety of advertising businesses. But she also saw a fun and unique challenge for her company to stay on their toes and learn new things every day. As a diverse and unique team, the experts at TangoCode have taken on major challenges – including the creation of simpler beautiful ad design programs for automotive dealers, a self-serve real estate ad platform, integrated medical apps, and even increasing exposure by running ads for teen arts programs.
Simplicity sets you free
Verónica knows that the most difficult thing in business is scaling it and making it easy to follow processes – often saying that “It’s a very complex concept to make something simple.”
Advertising has been complicated for long enough. Now, Veronica’s team creates streamlined systems for companies to use to advertise their services. Businesses are overwhelmed with gratitude when they reach exponentially more customers, eliminate overwhelm and save hundreds of hours of work time.
While the TangoCode team works on complex issues, one thing will always be simple and true: By following processes, your mind will be free to explore bigger and better ideas.
Quotes

“Simple is a concept that we take very seriously. It’s a very complex concept to make something simple.”
“TangoCode is an interesting company because it was started based on values. This is how I want to work. I want to provide solutions but work in a team collaboration way. I want to make sure that the result was the sum of all our parts. We knew it was possible.”
“Most industries don’t change in a way that actually transforms the solutions you build! But digital marketing keeps changing. It’s very exciting as an industry. It’s very challenging and you have to keep up with what you know. We specialize in scale. So when a company wants to build a digital marketing product, it’s automated. We help them figure out all the pieces and create a roadmap for that product.”
“For a real estate company that works with property management companies, they saw an opportunity. They wanted to be able to provide more value based on the property listing data that they had. Ads were a natural way to expand. They were using listing data to run ads for their clients, but they didn’t want to just become an agency managing ads full time. We worked with them to design an express product – something that’s easy to sell. Within the first year, we were already around $6 million dollars in revenue!”
“We build processes so that we can have freedom. We build frameworks so that people can actually be creative.”
Links mentioned in this episode:

Podcast Resources
Visit Verónica’s Website at www.tangocode.com
Connect with Verónica directly on LinkedIn at https://www.linkedin.com/in/veronica-buitron-64a68017
View the website for GeneXus at https://www.genexus.com/en/
Watch Verónica’s feature in the UniVision video – Women in Tech at https://tangocode.com/latest-updates/

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