01 — COMPANY OVERVIEW
Synetcom
Philippines
Founded in 2000, Synetcom is a Philippine IT solutions provider delivering advanced network infrastructure, cybersecurity hardware and software, telecom connectivity, and managed services. They operate as a value-added reseller/distributor, partnering with manufacturers (Principals) and a network of reseller partners (Channel Partners) to serve large enterprise and government clients.
With ~100 staff across Sales, Technical Engineering, Finance, HR, and Logistics — and clients including major enterprises, telecoms, government agencies, and financial institutions — Synetcom manages complex, long-cycle B2B and B2G deals often valued in the hundreds of millions of pesos.
03
WHY COMPLEX B2B TECH COMPANIES NEED CRM
01
Long-cycle, high-value deals (6–8 months average, high-value per deal) involve multiple stakeholders — BDM, CSM, PSM, Reseller sales reps, End User contacts — spread across Excel rows with no activity log and no visibility for leadership.
02
Two distinct sales motions (Channel Sales via reseller partners, and Direct/End User Sales via key accounts) require separate pipeline logic but unified management reporting. Spreadsheets can't separate and consolidate these simultaneously.
03
Principal relationships require tracking pricing negotiations, costings, and product evangelization (PSM role). Reseller relationships require accreditation tracking, pipeline review, and partner enablement (CSM role). Both invisible in Excel.
04
10–20 new opportunities per month, with each deal involving BOM submissions, proposals, and contracts filed separately. No single source of truth for deal status, deal value, channel partner, or product mix — until Rework.
02 — THE MOMENT
Monday.com
abandoned.
Excel for
Sales pipeline.
Three forces aligned — a company with ambitious pipeline targets, tools that didn't survive first contact with real operations, and leadership ready to make a definitive platform decision.
⚡
Right Timing
Monday.com had been adopted and then abandoned ~3–4 months prior. Teams reverted to Excel and manual tracking. The pain was fresh and leadership was already looking for a replacement.
🎯
Right Problem
Sales pipeline in sales pipeline, 136 deals, 442 accounts — all in spreadsheets. BDM, CSM, and PSM roles each touching different parts of the same deal with no shared system. Leadership flying blind on channel vs direct breakdown.
🤝
Right People
Strong champion in key management and sales leadership. The core team moved fast from kick-off to go-live. Decision made fast — Kick-off → CRM Survey → Build → Dry Run in under 30 days.
04
DECISION → GO-LIVE JOURNEY
★
Kick-off & Plan Alignment
Management + Sales Leadership + Pioneer Team. CRM + Project scope aligned. Go-live targets set: CRM early Nov, Project Implementation late Nov.
2
CRM Survey — Sales Team
Sales Lead + Solution Engineer. Sales process mapped: two motions (Channel + Direct), role definitions (BDM/CSM/PSM), deal fields designed.
3
CRM Build Review & Core Configuration
Management + Sales Team. Pipeline configured. Sales team assigned 1-week dry run.
4
Data migration — 442 accounts, 136 deals
History data migrated from Excel. All active records live. 15 sales users active on Day 1.
🚩
GO-LIVE — CRM live for all 15 sales users
Sales pipeline pipeline tracked. 42-report dashboard live. Monthly Revenue, Deal Value by PSM, Revenue by Channel Partner — all running.
02 — NEEDS & GOALS
What the business actually needed.
BeforeMONDAY.COM (ABANDONED) + EXCEL + MANUAL TRACKING
AfterREWORK CRM — LIVE FOR ALL 15 SALES USERS
💀
Pain #1
Monday.com adopted and abandoned within months — teams reverted to Excel. Sales pipeline in sales pipeline tracked across spreadsheets with no activity history, no role-based views, no pipeline probability reporting.
🔀
Pain #2
Two sales motions (Channel Sales via resellers, Direct/Key Account Sales) had no separate pipeline logic. BDM, CSM, and PSM roles each touched different parts of the same deal — no shared system to coordinate or report across.
🏢
Pain #3
442 accounts across End Users (government agencies, enterprises), Reseller/Channel Partners, and Principals (manufacturers) were scattered. No single account database — contact history, pipeline, and relationship management disconnected.
📊
Pain #4
Management had no live funnel data. No revenue by PSM, no pipeline by channel partner, no probability-weighted forecast by quarter. Reports compiled manually at month-end from multiple sources.
📁
Pain #5
Proposals, BOMs, and contracts filed separately from the deal record. No touchpoint logging — calls, emails, meetings not recorded against accounts. Relationship history lived in personal email and memory.
✅
Solution #1
Single CRM live for all 15 sales users. 136 deals tracked across 4 stages: Prospecting (32 deals) → Qualification (14 deals) → Proposal Sent (76 deals) → Negotiation (14 deals).
✅
Solution #2
Two sales motions configured in one pipeline with role-based views: BDM (qualifies End Users, nurtures key accounts), CSM (manages reseller accreditation, pipeline review, retention), PSM (pricing, BOM, Principal evangelization).
✅
Solution #3
442 accounts structured in 3 tiers: Companies/End Users (government, enterprise), Channel Partners (resellers with sales rep contacts), and Principals (manufacturers with pricing contacts). One account can link many contacts.
✅
Solution #4
42-report live dashboard: Monthly Revenue trend, Deal Value by PSM (per sales role), Won % Revenue by Channel Partner, Q1 pipeline across 22 active deals.
✅
Solution #5
Each deal carries: Account (End User), primary contact (End User), additional contacts (sales rep from Reseller), custom fields (Channel Partner, Product Offered, BDM, CSM, PSM, Gov/Private, Source), plus proposal file attachments.
03 — CRM SOLUTION · PART 1 / 3
#1. Sales Pipeline — Two Motions, One System.
Synetcom's two sales tracks — Channel Sales (via accredited resellers) and Direct/End User Sales (key accounts) — both run through one Rework pipeline with role-specific views for BDM, CSM, and PSM.
SALES PIPELINE — LIVE (136 DEALS · Sales pipeline)
Sales pipeline: Prospecting (32) → Qualification (14) → Proposal Sent (76) → Negotiation (14 deals). Deals include major enterprises, government agencies, telecoms, and financial institutionsada Manila.
ACCOUNTS — 3-TIER STRUCTURE (442 ACCOUNTS)
442 accounts structured in 3 tiers: Companies/End Users (government agencies: PNP, PCSO, NAPOLCOM, City Gov of Pasig, National Security Council) · Channel Partners (accredited resellers) · Principals (manufacturers).
3 Roles · 3 Relationships
BDM qualifies End Users, nurtures key accounts
CSM manages resellers — accreditation, pipeline review, retention
PSM handles Principals — pricing, BOM, evangelization, enablement
03 — CRM SOLUTION · PART 2 / 3
#2. Relationship Management.
Every deal carries the full context — account, contacts, channel partner, product, probability, and proposal files. Management sees live dashboards with 42 reports: revenue by PSM, by channel partner, by product, and quarterly forecasts.
Account view — contacts + all linked deals
See every person and every active deal under one account — no tab-switching, no manual lookup.
3-tier sidebar — End Users · Channel Partners · Principals
Each account type in its own section — properly structured, filterable, and searchable.
🏷
Custom Deal Fields
Per deal: Channel Partner, Product Offered, Gov/Private, Source, BDM, CSM, PSM
Every opportunity tracks who sold it, through which partner, for which product, to which sector — enabling full revenue attribution by any dimension.
👥
Multi-Contact per Deal
Primary: End User contact · Additional: Reseller sales rep
One deal links both the end user decision-maker and the reseller partner who sourced it — matching the real-world complexity of channel sales.
📎
Proposals & Files in Deal
Proposal PDF, BOM, contract attached to deal record
No more searching email for the latest proposal. Every document version lives inside the deal — visible to BDM, CSM, and PSM without asking.
📞
Full Touchpoint Logging
Email · Call · Meeting · Todo · Schedule · Automation
Every client interaction logged against the deal and account. Management sees the full relationship history — not just what was closed, but how it got there.
03 — CRM SOLUTION · PART 3 / 3
#3. Deal Intelligence & Live Dashboards.
Leadership can now see not just what's in the pipeline, but how likely it is to close — weighted by probability across quarters. The 50% bucket alone contains 37 deals.
Probability breakdown: 50% = 37 deals · 20% = 6 deals · 100% = 2 deals. Deals by probability per quarter: Q1 2026 = 22 deals. Q4 2026 = 11 deals. 2026 value by channel: Top channel partners tracked by revenue %.7%, GOCOM 11.8%.
2026 SALES PIPELINE REPORT (42 REPORTS)
Q1: 22 active deals. Value % by channel partner (Novare Technologies 32%, Philippine Global Comm 25.3%, GOCOM 17.6%). Value % by product (Versa Networks 49.4%, Scale Computing 30.1%). Bar chart: value per channel per product.
SALES TEAM REPORT — MONTHLY REVENUE + BY PSM
Monthly Revenue trend (Nov → Apr). Deal Value by PSM: PSM A · PSM B · PSM C. Won % Revenue by Channel: Top channel partners tracked by revenue contribution.
⚙️ WHAT REWORK CONFIGURED FOR CLIENT
📌
Sales Pipeline
4 stages · probability weights · Sales pipeline total
Prospecting → Qualification → Proposal Sent → Negotiation. Each stage weighted. Probability table visible per deal and in aggregate reports.
🏢
3-Tier Accounts
442 accounts · Companies / Channel / Principals
Separate sections for End Users, Channel Partners (resellers), and Principals (manufacturers). Each with multiple contacts and full activity history.
📊
42 Live Reports
Revenue · Pipeline · PSM · Channel · Product · Quarter
2026 Sales Pipeline Report + Sales Team Report live. Filter by quarter, PSM, product, channel — any cut of the data available instantly.
🔐
Role-Based Access
15 users · Your 3 Sales Roles — Each with Their Own View / Management
Each role sees what they need. BDMs work their deals. CSMs view channel accounts. PSMs track by product/principal. Management sees everything.
— INSIDE THE PLATFORM
How it looks
inside Rework.
Real screens from the Synetcom CRM build — pipeline, accounts, deals, and reports configured for a channel IT distributor.
Sales Pipeline — Two Motions, One System
Channel Sales (via reseller partners) and Direct/End User sales — mapped in a single pipeline view.
3-Tier Account Structure
BDM manages End Users, CSM manages Channel Partners/Resellers, PSM manages Principals. Each role, each account type, connected.
Opportunity & Deal Information
Every deal captures touch points, primary + additional contacts, custom fields, and links directly to reports.
Deal Custom Fields & Contacts
Channel partner, product offered, project type, Gov/Private sector, and assigned BDM/CSM/PSM — all on one deal record.
Relationship Management Database
Separate account sections for Companies/End Users, Channel Partners, and Principals — 442 accounts, all live.
Deal Activity Stream
Every update, BOM, proposal, email, and note logged against the deal — full team visibility without asking anyone.
05 — BD TOOLKIT · B2B TECHNOLOGY DISTRIBUTORS
Built for IT solution providers and channel distributors.
Rework is designed for the way you sell — across multiple roles, two sales motions, and a 3-tier account structure. Here's how it maps to your business.
🔑 HOW YOUR BUSINESS IS STRUCTURED IN REWORK
Your 3 Sales Roles — Each with Their Own View
BDM qualifies end users · CSM manages reseller relationships · PSM handles principal/manufacturer accounts. Each role sees only what's relevant to them — no clutter, no confusion, full accountability.
Channel & Direct Sales — One Pipeline, Two Motions
Channel deals flow through your reseller partners. Direct deals go straight to the end user. Rework tracks both in parallel — with the right stages, fields, and reports for each motion.
3-Tier Accounts: Principal, Reseller, End User
Every deal in your world involves all three: the manufacturer (Principal), your reseller partner, and the actual end customer. Rework links all three to every opportunity — so the full picture is always one click away.
Probability-Weighted Forecast — Not Just Deal Count
Long cycles and high deal values mean forecast accuracy matters. Rework weights each deal by probability stage — so management sees a realistic revenue forecast, not just a list of open deals.
✦ VALUE PROPOSITIONS — WHY IT WORKS
🎯Full pipeline visibility — from every deal, every role, in real time.
Your sales pipeline is too large and too complex for spreadsheets. Rework gives management a live view of every deal — by stage, by salesperson, by channel — without waiting for a monthly report.
🔀One system for both Channel and Direct sales — no compromise.
Channel sales and direct sales run on different logic, timelines, and stakeholders. Rework handles both in a single pipeline — with role-based views so your BDM, CSM, and PSM each see exactly what they need.
🏢Built for the 3-tier distributor model: End User, Reseller, and Principal.
Your accounts aren't just "companies." Each End User, Channel Partner, and Principal has different contacts, different fields, and a different relationship. Rework structures all three — and links them to every deal.
📊Management sees who is performing — and who isn't.
Revenue by salesperson. Pipeline by channel partner. Win rate by product segment. Rework's 42-report dashboard gives management the numbers they need — live, filterable, and always up to date.
— CONCLUSION
Sales pipeline.
Finally visible.
Synetcom had tried Monday.com and abandoned it. Active deals were living in Excel — across two sales motions, three role types, and 442 accounts. Within weeks of onboarding, all 15 sales users were live on Rework. The 42-report dashboard now shows management what was previously invisible: revenue by PSM, by channel partner, by product, by probability — in real time.
