SugarCRM, the software company from Cupertino, California, that produces the web application and customer relationship management (CRM) system called Sugar, is partnering with a new master distributor in Latin America as part of a continuing push in global expansion, the company announced in a news release posted on its website.

The new master distributor is Technology Coast Partners (TCP), which has more than 25 years of experience in Latin America selling enterprise resource planning (ERP) and other enterprise software solutions, including Epicor, Procore, and E2open. With a strong track record of accelerating digital transformation for midsize and large manufacturing and distribution companies in the region, TCP will provide sales, marketing, channel development, and support to its network of resellers, significantly expanding Sugar’s presence and resources in Latin America.

Based in Miami, TCP has regional offices in all major markets in Latin America, including Mexico and Argentina, which are key markets for Sugar’s regional expansion.

SugarCRM will help brands elevate their CX, given the platform’s tightly integrated sales and marketing capabilities, alongside data-fueled artificial intelligence (AI), said Gonzalo F. Nuñez, president and CEO of TCP. For Jason Rushforth, SugarCRM general manager and senior vice president for the Americas, the partnership will provide the CX necessary to create customers for life. The partnership announcement comes as SugarCRM continues to experience double-digit growth in Latin America, with the company on track to achieve 23% year-over-year (YoY) growth for the current fiscal year. Sugar, the CRM product, is a software as a service (SaaS), AI-driven platform that provides marketing automation, sales tools, and customer service.