Context: IT services with vendor-led sales
Sinaptic is an IT services company in Mexico and a partner of major technology vendors such as Cisco and Fortinet. Those partnerships generated revenue, but most sales were led by the vendors.
The challenge: no control over its own pipeline
- Relying on vendor-led opportunities left Sinaptic with no visibility or predictability in the early stages of the sales process.
- Scaling, adapting and forecasting were difficult.
- In an industry with long sales cycles, it needed steady demand generation of its own.
The goal: reach IT decision-makers directly
Build direct relationships with IT decision-makers in Mexico and the United States, and be present from the very start of the buying process.
Siete's solution
Team and scope
A dedicated Siete team (SDR, copywriter and delivery manager) designed an outbound prospecting strategy aligned with Sinaptic's sales cycle and positioning.
How we executed it
- Accounts with large IT budgets: we prioritized companies with recurring infrastructure needs.
- Early entry into the buying process: we positioned Sinaptic before renewals, upgrades or modernization projects came up.
- Messaging by market: communication tailored to Mexico and to the United States.
- Direct contact with decision-makers: conversations without vendor mediation.
Results
- More than 12 qualified meetings per month, consistently.
- 2 countries with their own pipeline: Mexico and the United States.
- Average quality of 4/5, as rated by the client.
- Direct conversations with decision-makers, more control, more predictability and better margins.
Why it worked
- Getting in before the vendor gave Sinaptic its own place in the buying process.
- Prioritizing accounts with recurring needs built long-term relationships, not one-off sales.
- A strategy aligned with long cycles sustained the pipeline month after month.
Next steps
With a steady flow of opportunities, Sinaptic is building trusted relationships with strategic accounts that can turn into long-term business.
