UNIRROL
Manufacturer enables its sales team to target accounts with precision
The Sugar effect
200
new leads managed per month
45%
conversion rate from lead to opportunity
Every process
automated
UNIRROL is a family-owned SMB based in Argentina, specialising in heavy-duty manufacturing and distribution of intralogistics products, serving customers directly and through a network of distributors.
Scattered and disorganized customer information
UNIRROL’s biggest pain point, like many growing SMBs, was that customer information was scattered, disorganized, and rarely maintained.
Sellers kept track of their own customer data manually, and if a rep left the company or even went on vacation, management lost visibility into every activity they were handling. The company lacked a consistent and trusted sales process.
Centralize customer data and optimize sales opportunities
Sugar was the catalyst for UNIRROL to centralize all customer data, helping sellers track and optimize sales opportunities.
From marketing and lead generation, to managing quotes and sales activities, sellers now have a trusted, easily accessible opportunity management system. Reps have more clarity into each opportunity so can better prioritize their time.
“Sugar empowers the sales team to work with precision instead of chasing every opportunity. Reps can filter data their way, identify what truly matters, and concentrate their efforts where they generate the greatest impact."
Hernán Hörl, Sales Manager, UNIRROL
Sugar brings structure to customer data
UNIRROL began using Sugar in 2009 as it moved away from Excel spreadsheets, starting with the free version, and from 2014 using the licensed version. Today, it runs the latest version of Sugar Sell, which has enabled them to implement AI capabilities and automate an external marketing process with WhatsApp.
Sugar unified all UNIRROL customer data, empowering sellers to easily track and optimize sales opportunities. The system logs every marketing lead source and touchpoint, generates a quote, and assigns it to the right seller. Reps can look up a customer, immediately see their history with the latest quotes, and they set up alerts to flag accounts with no activity for several months so they can be reassigned.
With the help of our Certified Partner GrowIT, UNIRROL even integrated an automated marketing process with Sugar, using leads generated from ads on WhatsApp, asking key follow-up questions and routing the appropriate opportunity.
A recently implemented AI-powered bot now also manages all inbound conversations, offering full traceability of conversations, quality oversight of interactions, self-service during offline hours, and analytics based on inquiry type.
Sugar is both user friendly and visually clear, especially the dashboards. “Dashboards give us invaluable visibility—which leads convert, which opportunities have the highest value, and where sellers should focus. It helps guide the team,” says Natalia Suppo in commercial administration.
Sugar helps track and review monthly sales performance such as lead inflow, opportunity volume, closure rates, follow-up compliance, and SLA adherence. They track win/loss details and monitor pipeline behaviour to help identify patterns and uncover pain points.
The flexible system brought much-needed structure to customer data, including quotes, meetings, and win/loss outcomes. Even when sales volumes fluctuate, UNIRROL has seen meaningful improvements: less noise, fewer unnecessary emails, and a single organized communication channel.
“It gave us the space to focus on strategic initiatives – something unimaginable before,” says general manager María José Michelotti.
