Sample report one-pager: Contapro (B2B)

The one-pager is the last page of every study report: where you stand, and where to act first. This one shows the structure with an invented brand so there are no confidentiality questions.

Sample: Contapro, an ERP for Mexican pymes.

The study opens on the committee’s questions — “cuál es el mejor ERP para pymes”, “ERP para facturar en México” — asked the way a buying committee asks them, months before the first vendor call, in a tab the vendor never sees. None of those questions arrive in the CRM; the absence happens there.

Disclaimer, verbatim: “Marca inventada, competidores inventados, cifras inventadas. La estructura es real; los números no son de nadie.” Invented brand, invented competitors, invented figures. The structure is real; the numbers belong to nobody.

Study base: 720 responses read (3 assistants x 3 repetitions). Every rate below prints its denominator.

The four outcome rates

Rate	Result
Mencionada (Mentioned)	29% (209 of 720 responses)
Recomendada (Recommended)	9% (65 of 720 responses)
Señalada como la mejor (Flagged as the best)	2% (14 of 720 responses)
Con ruta de compra (With purchase route)	5% (36 of 720 responses)

Reading: Contapro appears in three of every ten answers, but presence is not preference. Fewer than one in ten answers recommends it, almost none call it the best, and only one in twenty hands the committee a route to a demo. In a considered purchase the shortlist is built inside the answers, before any vendor is contacted. The gap between mentioned and recommended is the work.

Share of all brand mentions recorded across the study:

Brand	Share
Administra	27%
Softek	23%
Contapro	15%
The open-source ERP	19%
The spreadsheet stack (“Excel and a shared drive”)	16%

Reading: the models set a free open-source project and a spreadsheet setup at the same table as the paid systems. This is the interchangeability trap, and it is why the competitor set has to include who the models treat as rivals, not who the sales team respects.

Mention rate by assistant type

Same brand, three different machines, reported separately:

Assistant type	Mention rate
Memory-only call	13% (31 of 240)
Search-then-answer	31% (74 of 240)
Google AI Mode	43% (104 of 240)

Reading: “en memoria el modelo lista categorías, no marcas; la web abierta es la que nombra y la que recomienda.” Inside the model’s memory it lists categories, not vendors; the open web is what names the brand and what recommends it. The lever is not the product site.

Where the answers come from

Share of all citations recorded across the study:

Source	Share	Who controls it
sat.gob.mx	28%	The regulator. Cannot be edited.
comparador-erp.mx	24%	The comparison site. Vendor profile: editable.
reddit.com/r/erp	18%	Earned. Community.
elcontribuyente.mx	16%	Earned. Trade press.
The open-source ERP’s documentation	14%	Earned. Controlled by the rival’s community.

More than half of what assistants say about this category comes from the tax authority’s compliance pages and one comparison profile the brand can edit. The committee meets the regulator before it meets the vendor.

Dónde actuar primero: where to act first

Three actions, three different natures:

This quarter, without asking permission: claim and rewrite the comparison-site profile. comparador-erp.mx carries a quarter of the citations and its vendor pages belong to the editable column.
Editorial and PR: the committee’s evaluation questions — migración, facturación, multiempresa, precio — have the weakest presence and the most available citations. Earn the trade press and the community threads: elcontribuyente.mx, reddit.com/r/erp. Named reference customers count double here.
Accept and surround: sat.gob.mx cannot be displaced. Publish the CFDI and e-invoicing guides that sit next to it and quote it.

Notes