From Solid Roots to Strategic Success: How SupplyDen Scaled with White Cup CRM + BI
Built-in BI Reporting
Territory Clarity
Data-Driven Coaching
Mobile Access for Reps
For over two decades, SupplyDen has built a solid foundation as a trusted supplier of janitorial, safety, packaging, and breakroom products to businesses of all kinds. But when Larry Smith stepped into the Head of Sales role, he quickly identified a key challenge: the company had no CRM system at all.
Without defined territories, reps occasionally stepped on each other’s toes. And as SupplyDen began hiring new sales talent, it became clear that tribal knowledge wasn’t enough. “We needed structure to grow,” Larry said.
Larry had seen it all – from Goldmine and ACT! to Salesforce and TDF. In fact, he’d been a longtime user of TDF and MITS at previous companies.
“I knew I needed a CRM built for distribution, and I’d always had a great experience with TDF,” he said. “White Cup CRM & BI was a no-brainer once I realized it evolved from TDF. That legacy gave me confidence it would work for our business.”
Compared to generic CRMs like Salesforce, which Larry found expensive and overly complex, White Cup offered a purpose-built CRM experience complete with powerful BI and customizable workflows, tailor-made for distribution. “I don’t need to call anyone for help when I add a new user or make a change – I can maintain it myself.”
Today, SupplyDen has 11 sales reps using White Cup CRM – their most active users are the reps responsible for driving new business. “I’ve got about five true hunters using the system every day,” Larry said. “Whereas the more tenured reps – the farmers – mostly use it to look up quick info.”
But even the users not logging in daily still feel White Cup’s positive impact. Larry uses the CRM to guide monthly one-on-ones with every rep, reviewing account lists, open opportunities, and year-over-year trends pulled directly from White Cup BI.
“It gives me a clean view of performance, and it helps me stay ahead of the reps so I can guide them instead of reacting after the fact.” Plus, the reps can easily access their own reports along the way, empowering them to be more proactive.
The result? A growing team with more focus and clarity. “When I started, we had 7 reps. Now we have 11 — and the system is growing with us.”
While SupplyDen has always used a different system for email newsletters, some reps began experimenting with campaigns through White Cup CRM.
“We’ve had some solid wins,” said Larry. “Targeted campaigns through White Cup have directly generated sales. One rep moved 30 single-case sales of a national brand from one email blast. Everyone’s sent at least one campaign at this point – and we’re encouraging more reps to make it a regular habit.”
With White Cup BI driving segmentation and insight, and StockSense surfacing products that are ripe for promotion – from slow-movers to margin-makers – reps can build targeted lists and launch revenue-generating campaigns in just a few clicks. No outside tools or spreadsheets required.
For Larry, the value of White Cup BI was immediate. “We went from basically no reporting to having everything,” he said. “I can slice data by rep, industry, category – you name it.”
He’s built out daily revenue summaries, open order reports, goal tracking dashboards, and automated alerts for clearance items and sales performance. “BI drives our daily activities now. I can’t imagine trying to manage this team without it.”
Even the most senior reps, some of whom resisted CRM, now rely on BI reports to monitor their accounts and track missed buying cycles – an effort that will soon be enhanced by White Cup’s AI-powered Buying Cycle Insights feature.
With a companywide ERP migration to the cloud underway, SupplyDen is about to equip all field reps with iPads and always-on internet access – making mobile usage of White Cup even more powerful.
“Once our plan of giving reps a connected iPad to White Cup and our cloud-based ERP comes to bear, their sales call strategy will improve. It’s going to be a game-changer.” said Larry.
He’s also exploring White Cup’s automation capabilities more deeply – like their current new account workflow that triggers accounting handoff and ERP syncs automatically. “The system’s flexibility makes it easy to improve communication across teams.”
Asked whether the investment in White Cup was worth it, Larry didn’t hesitate:
“This is the best CRM with BI I’ve used, and I’ve implemented and managed six over two decades. I use White Cup CRM & BI daily. The reports help me stay ahead of the sales team, so I can coach proactively instead of reacting. If you’re still managing your sales team with gut feel and spreadsheets, you’re already behind.”
Let us show you how White Cup CRM + BI can help you grow smarter. Get a demo today.
Janitorial, Safety, Breakroom, Packaging Supplies
Auburn Hills, MI
11 sales reps (8 outside, 3 inside), plus leadership team
No CRM in place; sales team operated on instinct and email with zero visibility into rep activity, account overlap, or opportunity pipeline
Rolled out White Cup CRM + BI across inside and outside reps; layered in BI-driven campaigns, automated reports, and sales leadership workflows
