Latin American businesses are making a smart switch: paper is out, digital signatures are in. With thousands of documents being digitally signed every day, businesses are streamlining operations, enhancing collaboration across teams, and strengthening relationships with partners and clients across the region.
What's really driving this transformation? How is Zoho Sign becoming the region's e-signature solution of choice? To get the inside scoop, we went straight to the source: two of Zoho Sign's top experts in Latin America: Fernando Sotelo and Carla Garcia Espino.
In this candid Q&A, they're spilling all the beans—from a peek into their daily lives and the crucial trends shaping e-signature adoption to the complexities of the LATAM legal scene, and their expert tips for turning prospects into dedicated users. Grab your cafecito and get ready for some serious insights!
Hi Fernando, welcome! We're so glad to have you. To start us off, could you tell us a bit about yourself and your role at Zoho? We'd love to get a glimpse into your world there; what does a typical day look like for you, and what are some of the things you find most challenging and rewarding?
Well, let me tell you a bit about my background. I used to work at Apple when the new team for Spanish customer support opened up for Latinoamérica. But before that, [I was] in the US Army for about seven years, where I learned many things. One, for example, was always to find a solution for a problem or difficult situation. Also, long ago, I was an old-school web developer while I was in college. Now we are heading memory lane, I see!
Let's get back to my role at Zoho. This is going to be fun, as I do different things every day, from [building] new automated processes with the customer-facing technical teams without missing the human interactions, to [speaking] with the regional press about all the new things we are working on internally. But also, I'm still participating in the hiring for my teams, among other tasks, such as working directly with product managers, visiting customers to get their feedback, and helping them improve their processes in our more than 50 apps. Like I said, every day is a different activity for me. You will never see me at my desk. [I'm] always in meetings, calls, visits, travels, or chit-chatting about projects with team members all around the office.
[It's] rewarding when helping customers achieve their goals in our apps; their face says it all when some automation, flow, AI, or integration works as they want it. Now, the most challenging part of my job is to make sure everyone works as a team, as the teams keep getting bigger. Just like any other job, people and teams start to get into some heated situations, and I need to deescalate. That also involves retention and professional growth for my team members. Not easy at all.
Mexico has been making significant moves in the digital space with the National Digital Strategy. How has this push for digital transformation affected the adoption of e-signatures in business processes? Are they becoming more common, or are there still roadblocks?
Recently, the president of Mexico announced that all government agencies will have to upload all documents to the cloud, making legally official any paper signed documents as well as any digital signed documents. This is a national revolution, something that will take time but will help reduce inefficiency for all companies. [It means] quicker processes for citizens and better contract management to avoid fraud. More and more companies are looking for e-signature software. Only roadblock I see is the adoption of such tools, but [it's] not as tough as it was for CRM software before [the pandemic].
With so many businesses going cloud-based these days, how do you see that impacting the use of e-signatures? What kind of opportunities does that open for e-signature providers?
Companies will benefit from this type of e-signature provider. I can tell you why: accountability. Many field agents need a signature once a service or product is delivered—this only takes a few seconds. Also, it is secured, as blockchain technology is used for these types of providers, giving another layer of modern security. This can be automatically linked to your internal system where you manage all of your customers (ERP or CRM). Also, personalized automation with multiple templates to choose from—make some tweaks and done. You saved thousands of minutes or hours by letting technology take care of the tedious work.
Given the growing use of e-signatures, how does the Federal Commerce Code in Mexico recognize e-signatures as legally valid? And, what does this mean for businesses dealing with digital transactions?
In Mexico, this is now a new reality, like anywhere in the world. In order to make it valid, the government needs to accept [it], not just announce it [in the] media. The government is working hard on pushing this new law where digital signatures are valid, even outside the country, all the way to all the embassies around the globe. Once the government makes this a normal practice, the rest of the country will follow, and many of our customers already are. For example, banks are now accepting digital signatures. It is becoming a normal thing to do.
We understand that NOM 151 aims to ensure the integrity and reliability of digitally signed documents in Mexico. But how does it really work in practice? Is it required for all digital signatures, and how does adhering to NOM 151 build trust in e-signatures?
Well, e-signatures use blockchain technology to make a digital signature valid and legit. Let me explain this as easy as I can. Every document is encrypted and has a unique private key that only the verified recipient can open and sign. Once it is signed, it cannot be changed because by doing so, the key will be altered, and this is no longer valid. There are ways to detect when someone [tries] to modify a signed document, and this can bring legal actions against [them]. As technology makes advancements, e-signatures become more robust, making them more secure.
As Director of Customer Success, how receptive do you find users are to e-signatures? What are the most common questions or concerns they have about e-signatures? And are there any recurring misconceptions we should be addressing to make the transition smoother?
Let me tell you this: I just came back from visiting about 20 customers. Five of them already implemented this, five were about to get on it in the coming months, and the other 10 didn't feel the need for it just yet based on their type of business but knew about it and [are] looking forward to adding it to their automation process. In short, mostly everyone knew about it and how it make sense for businesses to implement such technology. [It] makes things easier, faster, secure, and legal. It is just a matter of time before everyone is using digital signatures. This is becoming a trend—an easy habit for companies.
Hi Carla, we're so thrilled to have you with us! Why don't we start with you telling us a bit about yourself? We'd love to get the inside scoop—what drew you to Zoho, what keeps you motivated every day, and what your role here is all about!
Before jumping into the tech industry, I was actually a teacher and majored in education. Funny enough, I probably should have gone for a sales degree, but I chose not to—mostly because I grew up around business owners (both my grandparents and my dad ran their own businesses), and I wanted to do something different.
Fast forward 18 years, and here I am, having spent my career in sales. As I progressed, I got exposed to the tech world and became fascinated by all the software businesses use. That's when my interest in technology really started.
I came across Zoho when I saw a job posting about a sales role focused on expanding in LATAM, and it instantly clicked. Given my experience in the market, paired with Zoho’s amazing solutions and pricing, it just made sense. Now, after 10 years of running LATAM operations, I spend my time closing big deals, building strategic partnerships, and mentoring my team—something I truly love doing.
What keeps me going every day is staying ahead of tech trends and seeing how Zoho is making a real impact for businesses worldwide. You don't often see a vendor that genuinely cares about its customers, its employees, and the broader business landscape, and that’s something I'm incredibly proud to be part of.
Are there any specific cultural or regulatory factors in Latin America that might affect how users adopt e-signatures? How do these factors influence their decision to switch to digital solutions?
When addressing electronic signatures, there are cultural and regulatory barriers to adoption in LATAM. One of the main challenges is that formal matters have traditionally been conducted on paper with handwritten signatures, making the transition to digital solutions slower. Additionally, some LATAM countries lack clear regulations to guarantee the validity and legal recognition of e-signatures.
Another significant barrier is security concerns and trust in digital transactions. Many businesses hesitate to adopt e-signatures due to fears of fraud, data privacy risks, and a lack of awareness about encryption and authentication measures. However, the good news is that more businesses are embracing digital transformation and adopting e-signatures, especially in industries where compliance and operational efficiency are crucial.
In countries like Mexico, Brazil, Argentina, and others, established regulations recognize electronic signatures as legally binding, as long as the platform complies with local norms and regulatory frameworks. This regulatory clarity is helping to accelerate adoption, and as businesses become more familiar with the technology, trust in e-signatures continues to grow across the region.
We hear about simple and advanced electronic signatures. Can you break down the key differences between the two? What makes an advanced e-signature more reliable? And, in what types of transactions or documents is that extra level of security necessary?
The main difference between a basic e-signature and an advanced electronic signature is that the latter adds an extra layer of security and reliability.
A basic electronic signature is typically used for internal approvals or low-risk agreements, whereas an advanced electronic signature is designed for legal contracts, financial transactions, government documents, and regulated industries.
An advanced electronic signature usually complies with strict regulations, such as NOM 151 in Mexico, and requires stronger identity validation, including digital certificates and multi-factor authentication. Additionally, advanced electronic signatures offer a more detailed audit trail, providing greater transparency and legal enforceability.
With that distinction in mind, what are the essential dos and don'ts for businesses seeking to use e-signatures in a way that is both legally compliant and highly secure?
When implementing e-signatures, the key focus should be on selecting the right solution—one that meets high-security standards, complies with local regulations, and holds additional certifications, such as GDPR, SOC 2, and ISO 27001.
For companies that already use an e-signature platform or plan to adopt one, it is essential to incorporate multi-factor identity verification to enhance security and legal enforceability. This can include:
Biometrics (fingerprint or facial recognition)
SMS codes for authentication
Digital certificates to ensure compliance with legal frameworks
Additionally, every e-signature should generate a detailed audit trail, including:
A timestamp to track when the signature was applied
An IP address for identity verification and security purposes
By prioritizing these elements, businesses can ensure their e-signatures are secure, legally binding, and resistant to fraud, ultimately improving trust and efficiency in digital transactions.
Considering the importance of security, how does Zoho Sign's integration with PSC World ensure the secure handling and storage of digital certificates and private keys during the NOM 151 signature process? Could you also highlight industries or use cases where this integration would be particularly beneficial?
Zoho Sign's integration with PSC World basically ensures that digital certificates and private keys are securely handled during the NOM-151 signature process. Instead of users storing their private keys on their own, PSC World, a certified provider in Mexico, manages them securely, preventing tampering or unauthorized access. Everything is encrypted, and the integration ensures documents are legally valid under Mexican regulations. Plus, it provides a tamper-proof audit trail so evidence can be clear of when a document was signed.
This integration is particularly valuable in industries where highly secure and legally compliant digital signatures are required, such as legal contracts, banking, and patient consent forms.
From your perspective as Sales Director, what are the biggest pain points you see driving prospects to seek an e-signature solution, and how does Zoho Sign specifically address them? And, what makes them choose us over the competition?
As a sales director, I see three main points when it comes to e-signature adoption:
Bridging the knowledge gap: Many businesses do not fully understand what makes a good e-signature solution. They often assume all tools are the same, but key factors like compliance, security, and scalability set them apart.
Security concerns: Companies worry about fraud, unauthorized access, and legal validity. They need a solution that offers legally binding signatures that are tamper proof and that comply with both local and global regulations.
Efficiency and productivity: Many businesses still rely on manual, paper-based processes, causing delays in contract approvals, deal closures, and overall operations. Digitizing this process removes these road blocks and helps companies move faster.
Zoho Sign is a favored solution because of its ease of use, making adoption quick and seamless for users. Its strong compliance with both global and local regulations ensures businesses can trust it for legally binding transactions. The scalability of Zoho Sign makes it an ideal choice for small businesses looking for an affordable solution, while also catering to larger corporations that need a secure and efficient signing process—all at an incredible cost. In other words, if you're looking for a solution that offers enterprise-grade security, legal compliance, and powerful integrations without breaking the bank, Zoho Sign is the smartest choice for businesses ready to digitize their signing processes.
With that, we wrap up our Q&A. We truly appreciate Fernando and Carla for generously sharing their expertise and passion for Zoho Sign. Hearing their real-world experiences—shared with such conviction—about how digital signatures are helping Latin American businesses turn the page on paper has been incredibly valuable. We hope it's given you some fresh perspectives on how e-signatures can benefit your own work.
If you're new to Zoho Sign, we encourage you to start with our 14-day free Enterprise trial. If you have any questions, feedback, or thoughts about Zoho Sign, write to us at support@zohosign.com or support@zohosign.eu (for EU users), or simply drop a comment below. We'd love to hear from you!
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