For SMB and mid-market consumer brands, "CRM" means three different things at once: managing broker and distributor relationships, managing retail buyer relationships, and managing the DTC and Amazon consumer base. Most brands have a different system (or no system) for each. We build a unified CRM strategy that handles all three without paying enterprise CPG-suite prices.
Schedule a Discovery Call arrow_forwardCPG sales motions don't fit the SaaS-default CRM design. The "customer" is layered: there's the buyer who decides on an SKU, the chain that lists it, the broker who covers the call, the distributor who fulfills it, and the consumer who picks it up. Each has different data, different cadence, and different revenue impact. Common pain pattern:
The fix is a CRM strategy that respects the layered customer reality of CPG and connects the trade side, the retailer side, and the consumer side without forcing one into a tool built for the other.
Buyer, broker, distributor, and chain accounts in one CRM. Activity, pipeline, JBP status, and sample tracking visible to leadership without chasing emails.
Manage line reviews, listing decisions, and promo plans as pipeline stages. The same discipline a SaaS sales team brings to deals, applied to CPG account growth.
Score broker and distributor partners on activity, distribution gains, and POS lift. Stop having the same "who's working hardest" debate every QBR.
DTC and marketplace consumer data unified - email, SMS, reviews, support tickets - so consumer intelligence informs both DTC marketing and retail innovation.
For brands with foodservice or B2B channels, account management built for operators, K-12, hospitality, and group purchasing dynamics.
Pipeline, distribution, velocity, and consumer KPIs in a single weekly view. The conversation moves from "what's true" to "what do we do."
Map your trade, retail, foodservice, DTC, and marketplace channels. Identify where customer relationships are managed, where the data sits, and where the gaps are.
Decide what lives in the core CRM (HubSpot, Salesforce, Zoho, or others), what stays in the marketing platform (Klaviyo, Attentive, Mailchimp), and how Amazon, Shopify, and EDI feed both.
Pipeline stages built for line reviews and JBPs, not SaaS demos. Activity standards reps can actually meet. Reporting that matches how the leadership team makes decisions.
Reps adopt when the CRM gives them something back: faster JBP prep, broker scoreboards, sample tracking that doesn't make them re-key data. We design the wins in.
Leadership cadence, weekly review rituals, broker / distributor scorecards, onboarding for new reps. The system holds because the operating model around it holds.
Schedule a discovery call. We'll review your channel mix, your CRM, and your consumer-data setup and tell you what to build first.
Schedule a Discovery Call