governed centrally
controlled pricing rules
Toledano, a leading food producer in Panama and part of a family-owned multinational group with more than 65 years of market presence, is modernizing its commercial operations with Creatio. Serving 5,000 customers across five product lines and supporting a high-velocity field sales organization, Toledano uses Creatio to automate and govern its discount management process, enabling faster, mobile-first price negotiations at the point of sale while protecting margin through centralized business rules and real-time ERP integration.
per day, supported by mobile
discount automation
per week with governed,
real-time pricing
a discount request from
a mobile device
When growth demands stronger pricing control
As Toledano’s commercial operations continued to scale, its existing discount management model (built around familiar tools such as Excel and direct messaging) no longer matched the pace of the business. With sales teams managing hundreds of customers each week and negotiating prices directly at the point of sale, the company needed a more structured way to support fast decision-making while maintaining pricing consistency and margin control. To address this, Toledano selected Creatio to bring discount governance directly into the sales workflow. Working with implementation partner Cibernética, the company focused on delivering a mobile-first, intuitive solution that sales teams could adopt immediately, enabling governed, transparent discounting that supports both high-volume field execution and long-term profitability.
We needed a solution that allowed the sales team to negotiate quickly in the field, but with clear rules behind it. Creatio gave us that balance: speed for the business and control to protect profitability.
Turning discount complexity into a controlled advantage
With Creatio, Toledano digitized and automated its end-to-end discount management process, enabling sales teams to initiate discount requests directly from a mobile app while negotiating with customers in the field. Each request follows predefined business rules and approval logic, ensuring prices remain aligned with margin targets and commercial policy. Once approved, discounts are automatically recorded and synchronized with the company’s ERP, eliminating discrepancies between negotiated prices and final invoicing.
This approach supports Toledano’s core business goals by shortening negotiation time at the point of sale, reducing pricing errors and credit notes, and maximizing productive selling time for both sales representatives and supervisors. At the same time, leadership gains full transparency into pricing decisions, creating a scalable, governed foundation that balances commercial agility with profitability.
By automating and governing discount decisions at the point of sale, we’ve been able to generate measurable margin impact while giving our teams more time to sell. It’s changed how we think about discounting — as a value driver, not just a control.
Driving Measurable Profitability Gains
generated in the first year
Since implementing Creatio, Toledano has transformed discount management into a measurable driver of profitability and sales efficiency. In the first year of implementation, the company generated $1.6 million in incremental gross profit, driven by faster, governed discount execution at the point of sale.
The automated process reduced negotiation time in the field, minimized pricing discrepancies, and lowered the volume of credit notes by ensuring approved prices are consistently registered in the ERP. Sales supervisors now remain active in the field throughout the day, increasing productive selling time and contributing directly to incremental revenue.
Together, these outcomes demonstrate how structured automation can improve commercial performance without slowing down a high-velocity sales organization.
Advancing pricing with AI and analytics
With a governed, no-code foundation in place, Toledano is preparing to expand its use of Creatio through advanced analytics and AI-driven pricing models. The next phase focuses on identifying optimal price scenarios for different customers and contexts, using data to support more informed and consistent decision-making in the field.
By layering intelligence on top of its automated discount workflows, Toledano aims to move from reactive pricing execution to a predictive, insight-led pricing strategy, further strengthening profitability while continuing to support fast, customer-facing negotiations.
Now that the process is governed, the next step is to use analytics and AI to support better pricing decisions. The goal is to identify the best price for each customer and situation, and make those decisions more consistent in the field.
About Cibernética
Cibernética is a technology consulting and implementation firm specializing in enterprise digital transformation across Latin America. As a Creatio partner, Cibernética helps organizations modernize core business processes through scalable, no-code solutions, enabling faster time to value, stronger governance, and long-term operational agility.
