5 of the best CRMs for SMB distributors to boost efficiency

Small and medium-sized distributors need an effective way to handle customer orders and manage vendor relationships other than a spreadsheet or their inbox.

To avoid confusion, consider using a CRM like your international counterparts.

The best CRM for distributors can improve operations, turning fragmented processes into streamlined workflows that drive more revenue and strengthen customer relationships.

In this article, you’ll learn what to look for when choosing CRM software for wholesale distributors, five of the best systems and how to implement your preferred choice.

Key takeaways from CRM distributors

• Distribution CRM software helps wholesalers track orders, manage vendor data and create reports in a single, centralized system.

• The best CRM for distributors will integrate with your ERP and other tools to automate quote follow-ups and track order history.

• Tools like Pipedrive, WizCommerce, Proton and Odoo each offer unique functionality for different distributor business needs.

• Pipedrive’s visual pipeline and powerful automations make it easy to manage complex sales cycles, track customer interactions and boost distribution efficiency. Try it free for 14 days.

What is a CRM for distributors and wholesalers?

A customer relationship management (CRM) system for distributors is software that manages customer interactions and sales processes.

You can use a CRM to improve customer relations and simplify complicated workflows.

For wholesale sales reps who might be juggling thousands of SKUs, hundreds of clients and dozens of suppliers, a CRM can centralize vendor data and organize leads in one place.

If your distribution CRM software has a Kanban-style dashboard, you can visualize your pipeline stages and instantly see where every lead is in your sales process.

It makes bottlenecks obvious, letting reps follow up on outstanding quotes and close deals.

Here’s what a typical sales pipeline looks like in Pipedrive:

A CRM also helps you scale your distribution operations.

It can integrate with enterprise resource planning (ERP) systems, bringing real-time data onto the platform and increasing inventory visibility. Sales reps can automate repetitive tasks using AI, which allows them to focus on customers rather than admin.

Distribution CRMs fall into two main categories: specialized CRMs and customizable CRMs like Pipedrive.

Here are the core differences:

For most SMB distributors, an adaptable sales CRM like Pipedrive is a safer long-term bet.

You can start with simple, visual pipelines and basic integrations, then layer in inventory tools, ERP or e-commerce as you grow – without getting locked into rigid, hard-to-change workflows.

Many purpose-built distribution CRMs also lack advanced features companies need as they scale, such as:

• Marketing automation software

• Project management software

• Integrations with more third-party systems

• Advanced data privacy and security

Carefully consider the capabilities of tools to ensure they meet your needs now and in the future. You’ll learn about some of the leading contenders next.

5 of the best CRMs for distributors

Below you’ll find reviews of five of the best CRMs for distributors.

Whether you’re looking for an all-in-one CRM or a dedicated tool for wholesalers, these platforms are a great starting point for your search.

1. Pipedrive – best all-rounder CRM

Pipedrive’s user-friendly and customizable software is ideal for distributors of any size looking to tailor a CRM to their workflows.

The visual pipeline displays all your deals on one screen and lets you track them from first contact through to delivery and reorder.

It also serves as a contact management system, storing information about each client and vendor along with a history of customer interactions.

Here’s what a contact looks like in Pipedrive’s CRM:

Pipedrive also saves your sales team time. For example, use workflow automation to set up a customer adoption workflow for clients when a deal moves into the “verbal agreement” stage of your pipeline.

With Campaigns by Pipedrive, you can set up email marketing campaigns to drive upsells and boost the customer experience. For instance, send reorder reminders a set number of days after a sale or a delivery satisfaction email after every order.

Some of Pipedrive’s other key features include:

• An AI-powered Sales Assistant that flags high-intent leads and at-risk accounts

• Integrations with hundreds of systems, including MRPeasy

• A mobile app so reps can manage sales out in the field

Here’s what one customer says about Pipedrive:

2. WizCommerce – best for online orders

WizCommerce is a B2B commerce solution for wholesalers, manufacturers and distributors.

Unlike sales-focused CRMs, WizCommerce combines CRM functionality with e-commerce capabilities and field sales tools. It’s a suitable solution if you want to let customers place online orders.

WizCommerce’s online ordering feature includes intelligent pricing, bulk order management and live inventory sync through integrations with ERP tools.

Integrating e-commerce, field sales and a CRM into a single system can reduce the size of your tech stack, although some businesses may find they’re paying for features they’ll never use.

Some of WizCommerce’s other key features include:

• Offline order-taking capabilities for field sales teams

• AI image creation that enhances raw product photos

• Workflow automation that handles order processing, payment notifications and shipment updates

Here’s what one customer says about WizCommerce:

3. Proton – best for AI recommendations

Proton is an AI-powered CRM built specifically for distribution companies.

The platform’s B2B AI tool tells sales reps who to call, what to sell and when to follow up.

It does this by analyzing purchase history, browsing behavior and order patterns to surface hidden opportunities. It can predict when customers are due to reorder, which products make for good upsells and which accounts are at risk of churning.

While Proton’s AI sales tools are powerful, they may overwhelm small businesses or sales reps who want a familiar CRM experience.

Some of Proton’s other key features include:

• ERP integrations that pull transaction data directly into the CRM

• A conversational AI chatbot that answers questions about your sales data

• Territory management tools that help you track outside sales agents

Here’s what one customer says about Proton CRM:

4. Barawave – best for combining CRM and ERP tools

Barawave is an ERP software with built-in CRM functionality.

Rather than integrating separate systems, Barawave provides end-to-end management for distributors looking to unify operations on a single platform.

Barawave eliminates data-sync challenges that can affect businesses using separate systems, so everyone works with real-time sales and inventory data. When a sales rep closes a deal in the CRM, the ERP instantly updates inventory levels.

Bigger businesses may find that advanced CRM and ERP functionality is missing or that the Barawave system doesn’t integrate with other tools.

Some of Barawave’s other key features include:

• Personalized AI recommendations based on user behavior and preferences

• Multi-warehouse inventory systems that give reps real-time stock information across all locations

• Additional B2B modules including project management tools and accounting software

Here’s what one customer says about Barawave:

5. Odoo – best free CRM software

Odoo is a free CRM tool with strong customization capabilities – a suitable choice for budget-conscious distributors who don’t want to compromise on functionality.

The CRM module includes basic features you’d expect, such as pipeline management, lead scoring, automated follow-ups and customizable dashboards.

Odoo’s CRM is part of a wider business app catalog. The platform enables you to start with core CRM functionality and add modules like inventory management and accounting as your needs evolve.

It’s also a starting point for small businesses looking for integration capabilities, although these vary between Odoo’s self-hosted community and hosted online editions.

Some of Odoo’s key features include:

• Integration with Odoo Inventory, creating a mini-ERP environment for growing distributors

• Customizable pipelines that let sales teams mirror their specific sales process

• Workflow automation for lead assignment, follow-ups and email triggers

Here’s what one customer says about Odoo:

7 things to look for in a CRM for wholesale distributors

When choosing distribution CRM software, seek out features that streamline your workflows and remove barriers.

Your team will find it easier to use the software solution and will get results faster.

Here are seven of the most important features and what they help you achieve:

A sales-oriented, customizable CRM will usually have most of these features – and Pipedrive has them all. Tools appealing to a broader audience naturally need to be more adaptable and easier to use.

A larger customer base will mean greater support functionality and a wider, more helpful community.

How to implement your distributor CRM software

Choosing the right CRM for your distribution business is a great first step, but the real value lies in successful adoption.

Follow the roadmap below to accelerate your CRM rollout and boost distribution profits.

Win support from your sales team

You’ll have more success with your new CRM if your team actually wants to use it rather than being told to.

Get reps involved early to win their support. For example, include them in the purchase process by asking them to:

• Identify problems with existing solutions and brainstorm the specific distribution challenges the new system must overcome

• Participate in product demos and ask questions relating to distribution sales workflows

• Customize the new platform to their existing processes

When you’ve found a suitable platform, show how the tool will improve sales performance. Include specific examples using your existing sales processes to make the benefits tangible.

Import your data

Ensure your sales team doesn’t have to start from scratch by importing your existing data into your new system.

It will make the platform more familiar and less intimidating if team members can see existing deals with vendors. Much like writers hate blank pages, sales reps aren’t fond of an empty CRM.

Spend time cleaning up your data first. It will reduce confusion and increase confidence in your new system.

Here are several ways to cleanse your data:

• Deduplicate customer records

• Standardize formats like phone numbers and addresses

• Enrich incomplete records

Given the number of clients and vendors a typical distribution company communicates with, you should prioritize quality over quantity when importing data. It’s better to migrate 500 high-quality accounts you’ve interacted with recently than 5,000 records filled with errors.

Some CRM tools make the import process easier with a dedicated feature. Here’s what that looks like in Pipedrive:

You can choose to import data from a spreadsheet or from another tool, in which case Pipedrive does most of the heavy lifting.

This kind of clean migration is especially important for distributors that move from spreadsheets. Reps need to trust inventory and account data on day one if you want them to use the CRM.

Align CRM workflows

Configure your CRM to mirror how your sales team actually works, rather than imposing a new process on them.

Imagine your distribution company’s sales cycle looks like the following:

• Initial contact

• Custom proposal

• Negotiating terms

• Contract

• Repeat orders

You can re-label each pipeline stage to match.

Next, use custom fields to capture the information your team needs for customer segmentation – think industry type, minimum order quantities, contract renewal dates and customer tiers.

With this data, you can send targeted, personalized emails that boost customer satisfaction and increase retention.

Integrate third-party software

Connect the CRM to your other essential systems to unify your tech stack and eliminate silos.

For example, integrating your ERP system lets you see inventory levels in real time, get accurate pricing and automate order processing.

If you sell online, integrating your e-commerce platform ensures orders flow directly into your CRM, automatically creating deals and updating customer information. You can even incorporate cloud storage platforms like Google Workspace to centralize contracts and quotes.

It’s crucial to test integrations before you go live. Pipedrive offers a sandbox account for this purpose, letting you test apps in a risk-free, developer-friendly environment.

To see how the integration works and displays information, you can import spreadsheets with dummy data.

Train your team

An engaging, thorough CRM training program encourages adoption and accelerates time to value.

Provide role-specific training that focuses on features relevant to each team member’s responsibilities.

For example, sales reps will need help adding vendor data to the CRM. Sales managers will need to learn pipeline management techniques to oversee long, complex distribution sales cycles. Stakeholders will need to learn how to create reports and dashboards.

Cater to different learning styles by providing training in different formats, such as:

• Live workshops for hands-on practice

• Video tutorials for self-paced learning

• Quick-reference guides for daily tasks

• Sandbox environments where users can practice without affecting real data

Make training a regular occurrence. A good CRM platform will be constantly releasing new features, which means you’ll need ongoing training to continue getting the most from your platform.

CRM distributors FAQs

Final thoughts

The best CRM for wholesale distribution companies will depend on your goals and requirements.

An industry-specific solution could work if you’re a small operation with very standard workflows. If you want a sales-focused tool that adapts to your unique way of working, you’re better off using a customizable solution like Pipedrive.

Sign up for a 14-day free trial to see how Pipedrive’s intuitive pipeline, native integrations and AI tools can scale your distribution business.