With Frontline, Dedicado left its Excel spreadsheets behind and brought every rep's deals into a single CRM. Now leadership pulls its own metrics, and the team adds new prospects and opportunities just by talking to Max, its personal AI agent.
About Dedicado
Dedicado is Uruguay's largest privately held national telecommunications company. Over its own network, it delivers data transmission, broadband internet, and telephony, with solutions for both residential and corporate customers.
Behind its corporate segment is a sales team that manages deals and relationships with businesses. That operation needed to get organized in a tool simple enough that the team would see it as an advantage and adopt it fast.
The problem with running sales on spreadsheets
Before Frontline, Dedicado's corporate sales data lived in Excel spreadsheets. Each rep tracked their own deals, and someone in sales admin pulled everything together to build each report management asked for.
The company already had a CRM, but it was built to kick in after the contract was signed, once the service moved into installation. It was a post-sale tool, not the system where the team actually managed the sales pipeline.
To know how many deals were in motion, leadership had to request reports, and someone had to build them. Pipeline visibility depended on manual work every single time it was needed.
Dedicado had already tried to get this operation in order with other CRMs, without success. The pattern kept repeating: when a tool isn't clear and simple, the team stops using it. And without adoption, no CRM can ever become a single source of truth.
A CRM the team actually uses
Dedicado started by centralizing all of its reps' deals in Frontline. For the first time, the entire sales pipeline lived in one place.
What made it work wasn't just centralization, it was adoption. Logging tasks, tracking to-dos, and seeing the status of every deal was clear enough that the team folded the tool into their daily work.
“It's like an iPhone. You just figure out how to use it, without anyone having to explain it.”
Metrics without asking for reports
The most tangible change for leadership was no longer depending on reports built by someone else.
With every deal in one place, managers build their own metrics: how many opportunities are coming in, how the pipeline is moving, and what's happening across the team. They just ask Max directly, no report request, no waiting for someone to put it together.
Stats stopped being a deliverable you had to request and became information leadership can pull on its own.
Max does the data entry for them
Max also became the easiest way to work with the CRM. Reps add deals, products, and pricing just by talking to the agent, and Max creates the records for them.
The most practical case shows up right after meetings. Instead of sitting down to enter data by hand, reps send a voice note and Max organizes the information inside the CRM. Each person can ask it to log everything in detail or put together a shorter version.
Data entry, usually the part teams avoid in a traditional CRM, stopped being a point of friction. You ask Max, and Max handles it.
Takeaways
- No adoption, no CRM. The most complete tool in the world is useless if the team won't use it. Simplicity, and being able to work without a manual, is what separates a CRM that gets adopted from one that gets abandoned.
- Centralizing unlocks self-service data. When every deal lives in one place, leadership stops requesting reports and starts answering its own questions.
- Data entry is where discipline breaks down. Letting Max create deals from a voice note removes the task teams tend to put off, and keeps the CRM up to date.
What's next
Dedicado is testing customer service agents and working to generate contracts and quote documents directly from the system.
The direction is to extend what already works in the sales force: making every step of the sales process, from logging the deal to signing the contract, happen inside the same platform with as little friction as possible.
