Relevant’s sales teams manage thousands of products and customers across complex industrial markets. For account managers like Patrick Galloway, staying organized across hundreds of customers and manufacturers isn’t optional – it’s survival.
Before White Cup, that kind of organization was hard to maintain. Relevant’s previous CRM wasn’t very user-friendly or intuitive. Today, everything Patrick needs – his calendar, tasks, and account data – is right in front of him.
“I keep White Cup open on one screen and my email on the other,” he explained. “As I’m sending messages or quoting a customer, I’m logging it in White Cup. It’s not double work – it’s just how I stay organized.”
Patrick’s consistency has made him one of Relevant’s top performers, and he credits White Cup for helping him keep that rhythm.
“I use the task and calendar features constantly,” he said. “Every 30 minutes there’s something new going in – calls, face-to-faces, follow-ups. It all syncs with my Outlook calendar, so I never lose track.”
For someone who admits he doesn’t have the best memory, those digital guardrails have been transformative. “Three weeks later when I follow up, I can read my notes and know exactly what we talked about. Customers notice that level of detail – it builds trust.”
Angela Hirsch, who leads Relevant’s CRM initiatives, agrees. “Patrick uses the task module the way it was designed – to stay accountable and proactive. That’s the kind of user adoption we aim for across the team.”
White Cup’s flexibility allows each account manager to tailor insights to their own territory. Patrick leans heavily on BI dashboards to monitor his top 50 customers and spot changes in buying patterns.
“I always have my BI reports open,” he said. “I can see who’s trending up or down, what’s quoting, and where I should focus. That data helps me reach out right when customers start buying again.”
That proactive rhythm has produced real results. “Once I started using White Cup consistently, my numbers have gone up every month. The proof is in the pudding – it works.”
He shared one high-stakes example: a $70,000 order that nearly derailed due to manufacturer delays. “There were so many moving parts – customers, inside reps, and the vendor. Without White Cup keeping everything documented and visible, it would’ve been chaos. Instead, we stayed organized, kept everyone aligned, and saved the deal.”
Unlike the generic CRMs Patrick used in past industries, White Cup is purpose-built for distribution – something he can feel in his work every day.
“White Cup shows me my accounts, manufacturers, and what they’re buying in one place,” he said. “It ties everything together. If we need to make more money or find an alternative product, we can see exactly where to focus.”
Relevant has even configured its opportunity tracking to fit supplier-driven workflows, allowing reps to break down projects by manufacturer and allocate percentages across multiple vendors. “It’s helped our reporting and accuracy,” Angela noted. “Sales data now reflects how we actually sell.”
For Patrick, the results speak for themselves.
“Every week we have regional meetings to review numbers,” he said. “Since I started using White Cup, I’m always first or second on the leaderboard. That’s not bragging – it’s just proof that staying organized works.”
White Cup hasn’t just changed how Patrick sells – it’s changed how he feels about selling. “It gives you confidence,” he said. “When you know your follow-ups, your notes, and your pipeline are solid, customers trust you more. You’re not chasing information – you already have it.”
For Relevant, White Cup has become a platform that helps every rep manage their territory, build stronger relationships, and close more business.
“If I lost White Cup tomorrow, I’d be lost,” Patrick said with a laugh. “I’d have to go back to pen and paper, and nobody wants that.”
See how White Cup helps every rep sell smarter and stay one step ahead of every opportunity. Get your demo today.
Industrial distribution (oil, gas, and process industries)
Houston, TX
Epicor P21
30+ sales and account management staff
Legacy CRM felt clunky and slowed down field execution
White Cup CRM + BI for unified account management and reporting
Higher follow-through, stronger customer trust, and measurable sales growth
