No-Code Platforms are Driving CRM Transformation: Creatio

Q: How would you describe Creatio's position in the Latin American market?

A: We have positioned ourselves as a process automation platform that integrates world-class customer relationship management (CRM) capabilities on a no-code architecture. This combination allows us to offer agile and highly adaptable solutions, enabling our clients to quickly generate value for both their teams and their end users. Over the last year, we have consolidated our presence as an innovative and competitive alternative, facilitating digital transformation with a focus on speed of deployment and business user autonomy.

Q: What is the main added value that a no-code structure provides over other competitors in the CRM and process automation market?

A: No-code technology dramatically reduces total cost of ownership by eliminating the need for highly specialized developers, allowing functional analysts to manage complex processes through intuitive interfaces. This accelerates time-to-value by avoiding dependence on the IT area, and fosters innovation through the citizen developer, who, with full knowledge of the business, can implement solutions in an agile way. An illustrative case is that of a financial institution in Central America that went from five to 180 automated processes in four years, demonstrating the transformational potential of this approach.

Q: How would you describe Creatio's position in terms of adoption and customer satisfaction in Latin America?

A: Our unique platform-based approach combining process automation, CRM, and native AI has resulted in outstanding levels of adoption and retention in the region. We have a retention rate of over 96%, a direct reflection of the ease of use, the autonomy we provide to users, and the ability to personalize without dependence on third parties. This strategic combination has allowed us to build long-lasting relationships with our clients, who find Creatio an intuitive, robust, and scalable tool.

Q: How does Creatio deliver a personalized experience without losing the scalability its customers require?

A: Unlike rigid platforms that impose predefined structures, our approach starts from a deep understanding of each client's specific needs to design hyper-customized solutions from the ground up. The flexibility of the no-code model allows us to adapt the platform to any context without compromising the ability to grow. This architecture ensures that each implementation reflects critical business processes, maximizing operational efficiency without sacrificing the scalability necessary to accompany the evolution of each organization.

Q: How does the philosophy of "genuine concern for customers" influence your relationship with partners and customers in the region?

A: We operate under a philosophy of proactive and personalized support throughout the customer lifecycle. Each company that works with us in Latin America has a dedicated Customer Success Manager, whose role is to ensure a smooth adoption of the platform, maximize productivity, and generate continuous value. Our partners undergo a rigorous certification process to ensure that their implementations are aligned with the highest quality standards, which strengthens the customer experience and minimizes operational friction.

Q: How does Creatio integrate its platform with the enterprise systems that its customers have in place?

A: Our platform has been designed from the ground up as an open and highly interoperable solution, with native capabilities to integrate via APIs, webhooks, and web services. This allows us to act as a business process orchestrator, even in complex technological environments with legacy systems, as is common in sectors such as banking. Thanks to this flexible architecture, we have been able to implement successful integrations that optimize operational efficiency and ensure the continuity of existing processes without friction.

Q: What pre-configured workflows or templates does Creatio offer for various industries to accelerate adoption and streamline processes?

A: We have a robust marketplace that offers preconfigured templates targeted at critical workflows in different industries, such as hyper-personalized marketing campaigns, customer onboarding for banking, or end-to-end relationship management with 360° vision. These templates enable organizations to drastically reduce implementation time by adapting existing processes without having to develop them from scratch, which speeds adoption and improves ROI in the short term.

Q: What role does AI play in Creatio's strategic positioning in Latin America?

A: AI is part of the functional core of our platform. It is not an additional module, but an embedded technology that powers all processes from lead qualification to recommending the next best action. We integrate machine learning capabilities, intelligent agents, and generative tools that are transforming the way users interact with CRM systems. We project a 50% reduction in active interface usage time by executives thanks to these agents, allowing them to focus on higher-value strategic tasks.

Q: What key trends are expected to transform the CRM and automation market in the coming years?

A: The integration of intelligent agents and Generative AI models will be key to the future of CRM and automation. These technologies are revolutionizing customer management in areas such as marketing, sales, and service by taking over operational tasks such as drafting emails, handling documents, and executing routine processes. This allows teams to focus on strategic decisions, increasing operational efficiency and ROI

Q: How is the adoption of no-code technologies expected to influence the digital transformation decisions of Latin American companies?

A: The adoption of no-code platforms is transforming the dynamics between business areas and IT teams. Given the limited technical capacity to meet all internal demand, no-code allows non-technical profiles to develop their own solutions, reducing implementation times. By incorporating AI, these platforms now make it possible to create applications through natural language, further accelerating digital transformation processes and democratizing technological development within organizations.

Q: What impact are regulations and growing concerns about data protection having on the way Latin American companies are implementing CRM and automation solutions?

A: Data protection regulations are influencing sectors such as finance and healthcare, where compliance is crucial for the adoption of new technologies. We have responded to this need by complying with the highest international standards, including certifications such as SOC 2, and ensuring that our solutions are fully compatible with the local regulatory frameworks in each country in the region.

Q: What are Creatio's expansion plans for Latin America in 2025? What is Mexico's role in Creatio's long-term offering?

A: Latin America represents a strategic region for growth, with Mexico playing a central role in our long-term vision. During the last fiscal year, the region recorded one of the highest growth rates globally for the company. In 2025, we plan to double our regional operation, including equipment, deployment capacity, and partner ecosystem. We also established local data centers in Mexico to comply with national regulations and reinforce our presence in highly regulated markets.

Q: What strategies is Creatio implementing to strengthen or create new relationships with key partners in Latin America?

A: As part of our regional strategy, we have consolidated a world-class partner program designed to maximize profitability and accelerate growth for our partners in Latin America. We offer a robust ecosystem with highly competitive technical resources, incentives, and development plans. The demand in the region for codeless automation solutions has created an environment conducive for our partners to scale quickly, as we have already seen with successful new additions in the last year.

Q: What key innovations can we expect from Creatio in 2025?

A: In 2025, we will launch advanced AI capabilities under our "Twins" campaign, which introduces virtual assistants specializing in marketing, sales, and service. These intelligent agents automate operational tasks, allowing executives to focus on strategic activities and strengthening trusted relationships with customers. This approach reaffirms our vision: to combine intelligent automation with the human value of business interaction to generate greater productivity and organizational efficiency.

Q: What advice would you give to other business leaders considering automation and CRM integration?

A: My main recommendation is to go for a unified, agile platform with a proven track record of successful implementation. A solution that offers a 360° view of the customer allows one to optimize strategic decision making by integrating marketing, sales, and service data in real time. This enables the generation of a truly customer-centric management model, leveraged by AI capabilities, which accelerates ROI and reduces operational friction.