Rotata y EPI-USE they have signed a collaboration agreement to enhance the demand generation engine EPI-USE Iberia and grow its client portfolio. The strategic ambition goes beyond the local market: consolidating activity in Spain and Portugal and, from that base, strengthening the joint work between Iberia and the rest of the subsidiaries. GroupElephant.
The agreement covers the company's marketing and sales strategy, and is structured into three parts: the redesign of its business processes, the artificial intelligence applied to the capture and qualification of opportunities, and HubSpot as a support platform for the entire journey, from the first sign of interest to the closing.
EPI-USE He reaches this agreement with the most difficult part already resolved: forty years of specialization in HR and SAP payroll, plus more than 1,500 projects They have delivered and a portfolio of their own products. What they are now incorporating is commercial machinery so that that capacity can be sustained and reach more companies.
A value proposition based on proprietary solutions
The strategy takes advantage of a rare advantage: a large part of the capacity is already in use. EPI-USE It is packaged in its own product, with real intellectual property behind it.
The Payroll versions by country They extend SAP Payroll to geographies where there is no official localization, without touching the core of SAP. PayrollExpress (PEX) shortens the deadlines of a payroll project with its own methodology and accelerators. People Solutions by SAP SuccessFactors allows you to deploy HR and payroll preconfigured by country, and the Payroll Booster from Control Center accelerate its adoption. The methodology PRISM covers the migration to the cloud of the SAP Payroll on-premise systems,
The advantage for marketing is clear: EPI-USE You don’t need to limit yourself to stating that you are an expert; you can prove it. Your experience translates into real, efficient solutions with extensive market reach that the client can know, evaluate, and verify. This allows you to build your message on concrete evidence rather than just statements about your capabilities, strengthening the credibility of your proposal and giving campaigns a much more solid foundation.
Structuring the demand generation process
The agreement addresses one of the main points of friction in B2B growth models: how to convert demand generation into a flow of real, qualified, and sustainable opportunities. To do this, it is necessary to accurately identify where the market potential lies, establish clear prioritization criteria, and clearly structure how each opportunity unfolds throughout the decision-making cycle.
Before incorporating technology, the goal is to build a coherent demand generation model: identify where the best opportunities are, establish common criteria to prioritize them, and define how marketing and sales work together to turn market interest into real opportunities.
The result is a more structured and predictable way of working. Decisions no longer depend solely on individual experience; they are based on shared criteria and can be measured and improved over time. On that basis, technology enables the model to be automated, scaled, and sustained.
A value proposition tailored to each solution
The portfolio of EPI-USE It addresses different needs and targets different profiles within each organization. A migration to the cloud, a multi-country payroll project, a service managed applications (AMS) or an SAP payroll outsourcing service (BPO) involve different challenges, priorities, and decision-making processes.
Therefore, the marketing strategy must be built with a specific approach for each solution, accurately identifying the customer profile, the relevant stakeholders, their main needs, and the differential value that the solution offers. EPI-USE This allows for the development of messages, content, and actions that are more relevant to each context, avoiding generic approaches that dilute the value proposition.
This approach takes on even more strength when it is supported by the capabilities inherent in EPI-USE. The existence of solutions, accelerators, and methodologies developed based on extensive market experience allows the specialization to be translated into concrete elements that the customer can know, evaluate, and verify. In this way, communication is built on real and differentiating capabilities, reinforcing the credibility of the proposal.
Artificial intelligence applied to commercial efficiency
Artificial intelligence is being integrated as a cross-functional capability to improve the quality, speed, and efficiency with which marketing and sales activities are executed. Its contribution is not limited to automating tasks: it allows working with more information, detecting relevant signals earlier, and making more informed decisions.
This includes the use of intent data to identify companies that are showing real signs of interest, the automatic enrichment of accounts and contacts, the prioritization of opportunities based on multiple variables, and the continuous analysis of the market and the competition. It also incorporates artificial intelligence agents capable of executing specific tasks, connecting different sources of information, and supporting research, qualification, personalization, and follow-up processes.
In marketing, these capabilities allow for building more precise audiences, adapting content and messages to each profile, and scaling up levels of personalization that would be difficult to maintain manually. In sales, they help focus efforts on the accounts with the highest potential and reach every conversation with a more complete understanding of the customer, their context, and their potential needs.
The goal is not to replace the team’s judgment, but to expand it. Artificial intelligence provides analytical capabilities, automation, and scalability; people maintain interpretation, customer relationships, and decision-making. The combination of the two allows for more efficient, informed, and consistent work.
HubSpot as an execution and tracking platform
Once the business process and the capabilities that support it are defined, HubSpot acts as the platform that allows you to integrate it, operate it, and measure it consistently.
The CRM centralizes account, contact, and opportunity information, incorporates defined qualification criteria, and provides visibility into the status of each business initiative. Based on this, automations allow for coordinated follow-ups, the activation of communications, the management of nurturing processes, and the generation of alerts based on relevant events or signals.
The platform also provides a fundamental layer of traceability and analysis. It allows you to understand which campaigns generate opportunities, which segments perform best, which messages work, and where friction occurs within the sales process. This information facilitates continuous improvement based on data and prevents knowledge from being scattered across different tools or dependent on manual processes.
In this way, HubSpot ceases to be merely a repository of business activity and becomes the infrastructure that connects marketing, sales, automation, and analytics within a single working model.
The objectives of the agreement
Consolidate Iberia and project it within the group. The agreement aims to strengthen the position of EPI-USE in Spain and Portugal and, from that base, strengthen the joint work between Iberia and the rest of the subsidiaries of the group GroupElephant, Starting with opportunities that span several groups’ geographies, where the combined capacity weighs more than that of any individual subsidiary.
A broader client portfolio. That the solutions of EPI-USE They reach companies that don’t know them today, expanding the customer base beyond the scope of direct relationships.
Predictability. A flow of opportunities that can be planned, with a continuously updated list of accounts.
Focus. The time of the sales team is focused on the accounts and real-time conversations, supported by prior qualification work.
A contrasting message. An argument built on demonstrable differentiation: own product with real IP, coverage of countries already certified and global reach with local execution.
A proprietary commercial function. The team of EPI-USE incorporates the method into its way of working, so that the ability to generate demand becomes part of the company's structure and grows with it.
A model applicable beyond the SAP ecosystem
For a manufacturer like SAP, a partner that combines technical execution and its own demand engine expands the real market coverage and strengthens the entire ecosystem. And for any B2B company that is recognized at the starting point—resolved delivery capability, growth backed by direct relationship—the journey is the same: organizing the business process, building the message about what can be demonstrated, putting artificial intelligence to work on the repetitive tasks, and maintaining everything on a platform that allows measuring it.
If your company is at that point, let's talk.
