Case Study: Puente Hermanos Sociedad de Bolsa SA

Puente Improves Sales and Customer Service with Sugar Solution Delivered By GrowIT

Business Issue

As its success led to growth, Puente needed to improve its systems for aggregating, managing and using its customer information. Previously, the company employed different systems to track customers and leads, coordinate cross sell activities, and manage email campaigns. “As we scaled operations, we needed to improve our ability to organize and share customer information across business units, in a secure and confidential way,” explains Sebastian Blaustein, Puente’s IT manager. The company also wanted to integrate CRM functionality with the transactional system that executed customer trades and tracked the securities and other investment vehicles held in customer accounts.


  • Puente’s CRM solution needed to:
  • Include modules for customer accounts, contacts, leads, and opportunities
  • Support email marketing
  • Provide a shared calendar
  • Integrate with Microsoft Outlook and the firm’s backend transactional systems

The Solution: Sugar Professional

In 2009, Puente began benchmarking CRM solutions and identifying local partners that could assist with implementation. GrowIT, a SugarCRM Gold level partner, demonstrated the most comprehensive grasp of Puente’s needs and had experience with CRM solutions for financial services. Starting in March 2010, Puente’s Sugar deployment took only five months. GrowIT provided initial training to the Puente sales teams; then each commercial manager took responsibility for training his or her staff.

Business Benefits

  • Improves sales and customer service operations
  • Delivers comprehensive visibility into sales activity by customer segment
  • Increases the value, depth, accuracy, and immediacy of customer information
  • Supports mobile access on Blackberry devices via Sugar Mobile Plus


  • Increased the volume of its email marketing 100 percent
  • Slashed its lead-to-customer record conversion from two days to mere seconds
  • Reduced the time required to produce targeted outreach lists by 80 percent
  • Accelerated initial customer service response time by 30 percent