Petroautos is a long-established automotive company in Panama, operating a nationwide sales and after-sales network as the importer and distributor of Hyundai vehicles. To support growth, improve conversion performance, and overcome the limitations of internally built legacy systems, the company adopted Creatio’s agentic CRM. The implementation, led by Creatio’s partner Cibernética, enabled end-to-end digital sales automation, deeper visibility into customer intent, and a scalable foundation for future AI-driven optimization.
Key Deliverables
Unified Digital Lead-to-Sale Workflow
Connected digital advertising, website, quoting, CRM, and sales follow-up into a single automated process.
Self-Service Quoting Experience
Enabled customers to generate their own vehicle quotations online, accelerating engagement and response times.
Integrated Multi-System Architecture
Seamlessly connected website, ERP inventory, credit verification, and a specialized quoting system.
Improved Lead Conversion Visibility
Captured behavioral data from landing pages and quote views to measure real-time customer interest.
Automated Sales Enablement
Self-acting lead routing and follow-up, allowing sales teams to focus on high-intent opportunities.
Legacy Constraints Limiting Growth
Petroautos’ internally developed CRM performed well in the early stages, but growth quickly exposed its limits. As the business scaled, every system update required significant internal development, slowing innovation and reducing agility across sales and marketing teams.
At the same time, rising digital lead volumes revealed deeper structural gaps. Fragmented systems and limited visibility into customer behavior made it difficult to identify buyer intent, resulting in missed opportunities and inconsistent follow-up.
Seamless integration became a critical requirement. Any new platform needed to connect cleanly with existing tools while unifying sales and marketing data into a single, coherent flow. Just as important, it had to support fully digital, end-to-end sales journeys, providing clear visibility from first interaction through close.
With these requirements in mind, Petroautos evaluated several established CRM platforms, as well as industry-specific solutions, before making its decision.
We evaluated some of the most common options on the market, including Salesforce and HubSpot, as well as solutions specific to the automotive industry. What stood out with Creatio was that it wasn’t just a CRM — it also included BPM capabilities, which was very important for us.
No-Code for Faster Changes
A key differentiator in Petroautos’ decision was Creatio’s no-code approach to process design. During the evaluation phase, the team was able to see workflows built live, not as static mockups, but as fully functioning processes configured in real time. This provided immediate clarity into how business rules, handoffs, and decision paths could be created, adjusted, and deployed without traditional development cycles.
For Petroautos, the ability to modify processes without relying on internal engineering resources addressed a long-standing constraint of its internally built CRM. Instead of lengthy development backlogs, teams gained a platform where process logic could evolve alongside the business, supporting faster iteration across sales and marketing workflows while maintaining control and structure.
When we saw a workflow being built live and the result immediately, it felt exactly like what we were looking for.
End-to-End Digital Sales Automation
Petroautos used Creatio to automate the path from digital lead generation through quotation, reducing reliance on manual handoffs across systems. Digital advertising directs prospective buyers to landing pages on the company’s website, where customers can self-serve and request a vehicle quote. Those requests are automatically captured in Creatio and passed to a specialized quoting system, creating a continuous flow between initial customer interaction and sales engagement.
This integrated approach allowed Petroautos to standardize how digital inquiries are handled, ensuring that every request follows the same process from submission through follow-up. By connecting marketing-driven demand with quoting and CRM workflows, the company gained clearer continuity across the early stages of the sales journey.
Measurable Conversion Gains Through Integration
By connecting digital marketing, website lead capture, and quoting workflows, Petroautos saw a measurable improvement in how digital inquiries progressed into active sales opportunities. Lead-to-prospect conversion saw a relative increase of 60%, highlighting the impact of having a consistent, automated path from initial interest through follow-up. The improvement also helped surface demand that had previously gone unrecognized within fragmented systems.
As part of this flow, customers receive their quotes immediately through multiple channels, including the website, email, and WhatsApp, while Creatio captures behavioral signals as prospects interact with the quotation. This visibility provided teams with clearer insight into buyer interest during the early stages of the sales process.
When we looked at the numbers, it became clear that we had opportunities in the past that we weren’t fully exploiting. By connecting digital campaigns, the website, and the quoting process into a single automated flow, we could see how prospects were moving through the journey and where interest was forming. That visibility helped us understand demand much better and improve how we followed up with potential buyers.
AI-Ready Foundation Across Marketing, Sales, and IT
Petroautos views Creatio’s AI capabilities as a foundation it can build on across multiple functions as the organization continues to evolve. From a marketing perspective, the team sees potential in using natural language tools to extract and analyze information from customer and prospect data to support more informed campaign decisions. Sales teams could similarly apply AI to review active, won, and lost opportunities, helping identify patterns and inform future actions.
From an IT standpoint, AI is positioned as a future decision-support layer within workflows. Rather than replacing existing processes, it could be incorporated as an additional agent within decision flows, analyzing data and suggesting next steps as new scenarios emerge. This approach allows Petroautos to explore AI incrementally, aligning new capabilities with operational needs and governance requirements.
We see AI as something we can use in many areas. For marketing, it can help extract and analyze information from customers and prospects. For sales, it can be used to analyze opportunities we’re working on, those we’ve closed, or those we’ve lost. And for IT, it’s a powerful tool for analyzing information, generating workflows, and incorporating AI as an additional agent in decision-making.
About Cibernética
Cibernetica provides the best and most comprehensive portfolio of technological solutions based in Panama and presence in Central America; with an extensive track record spanning over three decades, we play a pivotal role in fostering our clients' business growth, elevating their competitiveness, and maximizing profitability. By effectively harnessing the potential of business intelligence and optimizing resource utilization, we ensure a positive and rewarding experience for all stakeholders involved.
