Making Sense is a software development company with offices in California, Argentina and Mexico, created with passion for user experience and technology. Pulse 2.0 interviewed Making Sense co-founder and CEO Cesar DOnofrio to learn more about the business.
Cesar DOnofrio’s Background
When asked about his professional journey, DOnofrio shared:
“As the CEO and co-founder of Making Sense, a technology company where innovation meets UX and business strategy, I’ve had the privilege of leading a dynamic team across California, Argentina, Mexico, and Colombia, delivering transformative solutions for clients worldwide. My entrepreneurial journey also includes co-founding Doppler, Lander and Viallion, three ventures that have gained significant recognition in the tech industry. These experiences have shaped my passion for innovation and building businesses that drive industry leadership.”
“Originally from Argentina, he moved to Texas in the early 2000s to establish his company. With a background in engineering from the Universidad Tecnológica Nacional (UTN) in Argentina, he strengthened his leadership and business acumen by completing the Stanford Executive Program in 2021. Over the years, Cesar has been honored as one of Nearshore Americas’ Power 50 Leaders and named the Top Midmarket IT Executive of the Year in 2017, reflecting his dedication to midmarket clients.”
Evolution Of Making Senses’s Thesis
How has your company’s thesis evolved? DOnofrio noted:
“Our company’s mission has grown and evolved significantly since its inception. At first, we focused on delivering software development services to businesses of all sizes, leveraging the nearshore model to ensure high-quality solutions. But as we grew, we saw the immense value in prioritizing UX/UI design—not only for our clients but for their end users as well. This shift allowed us to enhance the overall user experience, making the solutions we delivered more impactful, and user centered.”
Are you still prioritizing the UX/UI design in your developments?
“Totally, UX/UI is part of our essence. What I would say that has changed for Making Sense in recent years is our focus on serving mid-market companies in the United States. These organizations often face the need for digital transformation, whether due to shifting market dynamics, operational inefficiencies, or competitive pressures. With our experience and expertise, we’re well-positioned to help them navigate these challenges and unlock their full potential with tailored digital solutions.”
Favorite Memory
What has been your favorite memory working for your company so far? DOnofrio reflected:
“It’s hard to choose just one favorite memory, but one that stands out is when we helped a traditional legal services firm undergo a complete digital transformation. This company had been operating face-to-face for years, serving clients exclusively in the New York area. They knew they needed to evolve, but they weren’t sure how to make the transition to a digital model.”
“Our team at Making Sense worked closely with them to build a technology-driven platform that allowed them to provide their services digitally. This not only streamlined their operations but also enabled them to expand beyond New York and reach clients worldwide. What started as a local firm became a truly global company, unlocking new opportunities they never imagined possible.”
“That moment was incredibly rewarding because it showcased the power of digital transformation—not just in terms of technology but in how it can redefine an entire business model. Seeing our team’s expertise in UX, software development, and strategy come together to drive such a significant change reinforced why we do what we do. It’s memories like this that remind me of the impact we can have, helping businesses not just adapt, but thrive in a digital-first world.”
Significant Milestones
What have been some of your company’s most significant milestones? DOnofrio cited:
“I’d say our biggest milestone is simply staying strong for over 15 years as a technology and innovation company, particularly while serving U.S. clients. We’ve grown to more than 300 employees and have launched five successful spin-offs along the way. Additionally, we’ve developed a range of products and solutions focused on the American mid-market. In this industry, maintaining a strong track record, evolving, and continuing to innovate is something I’m incredibly proud of.”
Investment Success Stories
Would you like to share any specific investment success stories? DOnofrio highlighted:
“Sure! One of our most exciting success stories has to be the exit of Lander. It was a spin-off from Making Sense—an innovative platform that allowed users to build landing pages for online campaigns without any coding skills. The platform caught the attention of a Silicon Valley Group and was eventually acquired. This deal not only highlighted the kind of innovation coming out of Argentina but also demonstrated that locally developed marketing tech can successfully compete on a global scale.”
Key Metrics That Drive Success
When asking DOnofrio about notable metrics, he revealed:
“One of the most compelling examples of our impact is a project we completed for a PE-backed mid-market company looking to modernize its operations. The company faced inefficiencies in its supply chain management and was struggling to scale due to outdated technology.”
“Through a $1 million investment in digital transformation—focused on automation, data analytics, and a more efficient customer-facing platform—we streamlined their operations, reduced costs, and enhanced their overall service capabilities. The result? Their enterprise valuation increased by $11 million within a relatively short timeframe.”
Industry Expertise
What are some of the industries that your company is focused on? DOnofrio replied:
“At Making Sense, we’ve built extensive experience working with mid-market companies navigating digital transformation. Our expertise spans a range of industries, including healthcare, legaltech, fintech, agtech, high-tech, and veterinary services. This broad range of experience allows us to craft tailored solutions that meet the specific challenges of each sector and deliver meaningful, impactful results.”
What sets Making Sense apart
What differentiates your company from other competitors? DOnofrio affirmed:
“What truly differentiates us is our commitment to delivering tangible value right from the start of every project. We don’t just focus on functionality—we prioritize boosting our clients’ business valuation. The solutions we provide often contribute directly to their market worth. We also place a strong emphasis on user experience, ensuring it’s at the core of every project. On top of that, we seamlessly integrate the latest technologies, such as AI and cloud solutions. With teams in Silicon Valley, Argentina, Mexico, and Colombia, we collaborate effortlessly across time zones to ensure the success and growth of our clients.”
Challenges Faced
What challenges have DOnofrio and the team experienced while building the company? DOnofrio acknowledged:
“One of the biggest challenges we faced at Making Sense was navigating the downturn in the tech industry over the past couple of years. Market uncertainty, rising interest rates, and shifts in investment priorities made it more difficult for companies to commit to large-scale digital transformation projects.”
“Rather than waiting for the market to recover, we adapted our strategy. We focused on industries that were still actively investing in technology, such as private equity-backed companies looking to modernize their portfolio businesses. We also refined our value proposition, making it clear how our services drive tangible business outcomes, like revenue growth and increased enterprise value.”
“This shift not only allowed us to continue growing despite economic challenges but also positioned us as a strategic partner in sectors where digital transformation is now a top priority. It reinforced a key lesson: resilience and adaptability are crucial in business, and companies that embrace change are the ones that thrive.”
The road ahead
What are some of your company’s future goals? DOnofrio concluded:
“Our primary goal is to achieve a 30% growth in both revenue and headcount. While this is a significant challenge, it’s one we’re fully committed to as a team. Although we’re beginning to see signs of market recovery, we know the competition is still tough. This makes it even more crucial for us to remain focused, continue innovating, and consistently deliver value to our clients.”
