Sinectica: A Strategic Approach to Sales Enablement

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“A ttract, Engage, Delight”—are the three principles of HubSpot’s inbound methodology that has enabled scores of businesses to attract people, generate leads, nurture them, and then convert into customers. But turning these prospects into customers and building a strong relationship with them is easier said than done. Gustavo González, Executive Managing Director of Sinectica, noticed a similar predicament faced by several enterprises in Panama. Although these companies had spent a great deal of money on marketing, they were still not achieving enough sales.

As a gold partner of HubSpot, the Panama-based Sinectica’s aim is very simple—to help sales teams to be more efficient and close more deals. To that end, the company complements their HubSpot expertise with sales enablement, implements the right marketing strategy, helping the sales teams improve their performance and results. “We are, in fact, the marketing arm for all of our customers, and we provide the data to make business decisions together,” says Gustavo. “Our unique value proposition is in bringing data to our customers and empowering their sales team with content, processes, and technology to sell more quickly and efficiently.”

As opposed to other HubSpot partners that either only sell the software or focus on implementation, Sinectica adopts a comprehensive solution approach. The company has partnered with monday.com, Aircall, Shopify, and Wistia, which can be integrated with HubSpot, to provide an end-to-end solution.

Sinectica helps businesses drive down their customer acquisition costs by using efficient and optimized marketing processes and aligns their sales and marketing teams to ultimately result in improved customer lifetime value. Sinectica transforms the enterprise’s digital marketing strategies by enabling its sales team to be more tech-savvy and helping them make better data-driven decisions with measurable objectives. The company conducts workshops for its clients’ marketing and sales teams to develop the buyer personas, maximize HubSpot’s usage and target prospective customers better.

Sinectica has been making great strides in transforming digital marketing strategies and revamping the sales teams of several organizations across Mexico, Costa Rica, Panama, and Colombia. One of the many success stories scripted by Sinectica was for a real estate company.


Our unique value proposition is in bringing data to our customers and empowering their sales team with content, processes, and technology to sell more quickly and efficiently


Although the company was spending a great deal of money on marketing agencies, they were not achieving enough sales. The Sinectica team analyzed the many issues plaguing their sales team and recommended sales enablement as the way forward. Sinectica, as the first step implemented and trained the sales team on the HubSpot CRM, helped the entire team to become more tech-savvy, and equipped them with the right processes, content, and new marketing technologies. The result: the real estate company had the best year in selling houses and apartments, and reaped a fantastic ROI. “As against our benchmark of delivering an ROI of 1:5, which means for every dollar paid to us, we assure the customer of a return of five dollars, the client could reap an ROI of 1:17. Based on this amazing ROI, we have submitted our nomination for the HubSpot Impact Awards.”

In yet another implementation highlight, Sinectica helped an industrial park in a free zone in Panama, which was struggling to acquire new customers, to acquire ten large companies from different parts of the world within a year.

With the expertise they have in both sales and marketing digital transformation, Sinectica aims to serve a bigger market, reach out to more industries, and geographically expand to other countries in the region. Looking ahead, Gustavo, with his in-depth experience of 14 years in the industry, aims to further develop Sinectica’s products to better support digital sales and reinforce its partnership with HubSpot and progress from gold-tier to platinum-tier.

Company
Sinectica

Headquarters
Costa del Este, Panama

Management
Gustavo González, Executive Managing Director

Description
Panama-based Sinectica’s aim is very simple—to help sales teams to be more efficient and close more deals. The company complements their HubSpot expertise with sales enablement and implements the right marketing strategy, which helps the sales teams improve their performance and results. The company has partnered with monday.com, Aircall, Shopify, and Wistia, which can be integrated with HubSpot, to provide an end-to-end solution. Sinectica helps businesses drive down their customer acquisition costs by using efficient and optimized marketing processes and aligns their sales and marketing teams to ultimately result in improved customer lifetime value

Sinectica