Ignacio Puig (Clientify): “The challenge is no longer to capture leads, but to build complete sales systems”

Digital marketing and sales are undergoing a profound transformation driven by artificial intelligence, automation, and the increasing professionalization of SMEs. In this new scenario, companies are no longer simply seeking tools; rather, they are looking for solutions that integrate technology, strategy, and execution, capable of scaling results without dramatically increasing costs or complexity. Furthermore, the role of agencies and platforms is evolving toward more collaborative and value-oriented models.

In this context, we spoke with Ignacio Puig, CEO of Clientify, to understand how the market is changing, the role AI plays in this evolution, and how a platform can become the central hub for digital sales and marketing.

Interview with Ignacio Puig, CEO of Clientify

You joined Clientify four years ago. What was it about the project that most attracted you?

I already knew about Clientify because I had used it in my own company years before becoming a part of the team. I found the way the tool adapted to my sales processes and the proximity of their team to be especially appealing. 

After some time building a very close client-company relationship, I was offered the opportunity to join the team, and I did not hesitate.

Since then, the sector has changed significantly, including the revolution brought by AI. How do you assess the evolution of the Spanish market? What, in your view, have been the main changes?

AI is undoubtedly one of the main driving forces and a turning point, but I would highlight the professionalization of SMEs, especially the smallest businesses, since they have realized they need technology to scale without incurring astronomical costs. This has brought them closer to platforms such as Clientify, which provide them what they need at an extremely reasonable cost, with the same power as other CRMs on the market. 

And as for service, we are moving toward an environment where it is not just the tool but the service that will make the difference. We are a CRM that grows with the client; that is the mission that drives our work.

Your pace of innovation has been steady. WhatsApp Business, AI in the product… How do you manage that cycle?

The objective is always the same: to identify which needs we can address and to reduce, as much as possible, the Time To Market with a stable product. 

With WhatsApp, we were the first in the world to integrate it with a CRM, a move that propelled us to become official Meta Business Partners and which proved key, especially for our Partners: marketing agencies.

However, for over half a year now, we have been working on something equally transformative: the incorporation of AI directly within the product. 

Today, it is present in content creation—emails, campaigns, landing pages—in the automatic enrichment of contacts and companies, and in AI-powered chatbots for WhatsApp, Facebook, and Instagram. 

This is not a promise; it is something that our clients already use daily.

On the subject of agencies: with AI now a central part of the landscape, is it a threat to their business, or an opportunity?

It is both, and that is something we must be honest about. AI now enables an end client to accomplish things that used to require an agency: generating copy, automating emails, setting up a basic campaign. That does put real pressure on certain services.

Nevertheless, the other side is far more powerful. AI allows an agency to do more, to be more efficient, to scale without expanding the team, and to achieve results that the client could never reach on their own. 

That is the key: an agency’s role is to ensure the client remains focused on their own business, not trying to handle marketing tasks they are ultimately not going to execute correctly.

That is where Clientify has a very clear role: to serve as the bridge to a comprehensive sales and marketing system that leverages AI intensively. 

This enables the partner to deliver greater value, ensures the end client achieves better results, and allows each party to concentrate on what they truly excel at. AI does not replace this; it amplifies it.

In March, Nvidia included you in its Nvidia Inception program focused on AI-First companies. What does this mean for you?

It has truly been a milestone and an immense source of joy. It is a program designed to help emerging companies accelerate technical innovation and business growth at every stage using AI at every level, both front end and back end.

We still cannot believe it because we will gain access to the world’s leading AI specialists, who have taken note of what we are doing, and it opens doors to resources we otherwise would never be able to reach. It is a tremendous endorsement and an accelerator from which our clients, in particular, will benefit.

We are the second Spanish company to achieve this and, as I have said, we are absolutely delighted. 

There is a specific new feature for agencies: the flat-rate marketing module. What issue does this resolve exactly?

It helps with the eternal struggle with clients over pricing and removes the barrier of “each new client increases my fixed costs.“ 

If they provide services to a client using software that requires a separate license for each, their costs increase. More clients mean more licenses. 

With us, now they pay a single monthly fee of 297 euros or dollars, and they can register as many client accounts as needed. 

This allows them to package services, scale their portfolio, and maintain predictable margins, which translate into greater commissions. 

They pay the same for a service that they, in turn, can offer to as many clients as they wish. The more clients they have, the higher the recurring income for the partner.

When we have presented this model to various partners and have run joint projections, its potential has been estimated at up to 10,000 euros or dollars per month if it is leveraged intensively. 

This is not a theoretical figure; it is the result of a well-managed client portfolio.

How is it activated and what are the requirements?

As with everything we do at Clientify: if you are a partner, you only need to speak with your key account manager and with a very simple process you can activate the Flat Rate. 

We have many years of experience working through this kind of partnership, and we strive to make their lives truly simple. 

And it does not end there: if later on, they need more contacts or an upgrade, the difference is simply added, and the partner sees their profits increase. Everyone wins.

Let us return to the major topic of AI. How have you integrated it into your operations?

Internally, it is like a wave that has saturated every area, from human resources to marketing, including development and administration.

It is helping us be more efficient and agile in hundreds of ways, and many of these improvements are extended to our clients.

In terms of the product, we have already made significant leaps with the launch of AI chatbots for WhatsApp, Facebook, and Instagram, and nearly every week we integrate it into yet another feature: enrichment of contacts and companies, campaign creation, commercial proposals, landing pages… and a suite of agents to be released in the coming months.

And the next chapter is the one that excites me most: to turn Clientify into a truly full-AI tool, with the goal of making it the operational brain of any SME’s sales and marketing system. 

We are integrating MCP—the protocol enabling AI models to connect and interact directly with external tools—harnessing the speed and capacity of the newest models, and building an architecture where AI is not an add-on, but the core layer orchestrating everything: from lead generation to closing, from automation to analytics. 

For the first time, small and medium-sized enterprises will have access to a sales and marketing system at an enterprise level, operated intensively by AI and managed entirely within Clientify, while retaining what makes each company unique.