Case Study: Laticrete Turns Credit Into a Growth Lever

In a world where sales wants speed and finance needs safety, credit teams often get stuck in the middle—seen as the department of “no.”

But at LATICRETE, Andrew Ceccorulli is flipping that script. The Credit & Collections Manager is bringing AR to the revenue function, reshaping how a 65-year old company thinks about credit.

And it all started with one question:

“Why are we still making credit decisions based on static reports and gut feel?”

And now, he’s leading the company’s first AI initiative. Here’s how it started.

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🔍 The Manual Credit Review That Sparked a Shift

Before Credit Pulse, Andrew was stuck in the same cycle many credit managers know too well:

• Reviewing customer limits manually... one account at a time
• Cross-referencing aging reports, trade data, and bureau insights
• Making subjective calls without real-time context

He audited LATICRETE’s top 20 customers and found:

• Some were over-performing and under-leveraged
• Some had excessive limits with minimal usage
• The rest were somewhere in between with no scalable way to assess them

“I had to manually run through multiple data sources that I had and though... this is ridiculous. AI can do this in 30 seconds.”

And now it does.

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💼 From Back Office to Business Driver

With Credit Pulse’s AI-driven portfolio analysis, Andrew is rethinking how credit limits are set, monitored, and adjusted across their book. The platform pulls in live signals—from financials and payment trends to leadership changes and media—to recommend smart credit decisions before issues emerge.

“We’re starting to identify accounts where we can extend more credit safely. That’s margin we weren’t touching before.”

It’s not just saving time. It’s unlocking growth.

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🤝 Credit & Sales, Actually Working Together

The data wasn’t just for internal cleanup. It started changing how many teams were engaging with credit, too.

The biggest shift? Sales is no longer working around credit. They’re working with it.

"Our reps are bringing me leads now and asking to pre-vet them before they move to opportunity.”

That kind of partnership is rare. But it’s powerful. And it directly supports what Credit Pulse makes possible: pushing credit intelligence into CRMs like Salesforce right at the opportunity stage.

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🚀 Driving AI Forward for Change

Many companies are adopting widespread AI initiatives, and LATICRETE is no different. Having deeper insights gives teams a more strategic view on how to manage customer relationships—and drives confidence all the way up to leadership on how and why decisions are being made.

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🧠 What’s Next? AI for Every Decision

With executive backing and momentum building, Andrew’s focus is expanding.

“I want to look at this from multiple levels. Not just AI for credit, but AI for every question that comes up on cost savings, benefits, or decision-making.”

And as LATICRETE’s team builds out CRM integrations and automates aging reports, the groundwork is being laid for broader AI adoption across finance.

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⚡ What This Means For Other Credit Teams

LATICRETE’s journey isn’t unique, but the speed of their shift is. With the right tools, your credit team can:

• Cut manual reviews by 80%
• Align with sales early in the pipeline
• Spot risk and opportunity before it hits your books
• Become the driver of profitable growth

Because credit isn’t just about protecting the business. It’s about powering it.

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✅ Key Takeaways

• AI is powering real credit strategy, not just automation
• Credit and sales alignment is possible with the right signals at the right time
• Leadership buy-in comes fast when reports go from “expected” to “impressive”
• Real-time insights beat static data, every time

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