No More Silos: Run Marketing and Sales from One Source of Truth

The Silo Problem

If you work in distribution, you already know the drill: Marketing builds lists in one system. Sales manages customers in another. Inventory sits in ERP. 

What happens next? Marketing sends campaigns to outdated exports. Sales never sees who engaged. Inventory sits still, even though the data shows exactly where it could be selling. 

It’s not for lack of effort — it’s because the tools aren’t connected.

That’s the problem White Cup was built to solve. We’ve always believed distributors need one platform where customer-facing teams, from marketing, to sales, to service and support, can work from the same data and insights. When everyone’s connected, decisions can move faster, and opportunities don’t fall through the cracks.

Now, that belief extends even further.

With the newly updated marketing tools inside White Cup, distributors can bring campaigns, automations, and customer outreach right into the same unified system.

“Marketers shouldn’t have to choose between powerful data and an easy-to-use tool. With the latest updates, White Cup is giving distributors both – a marketing platform that feels familiar, intuitive, and built for how marketing teams actually work.”
— Kayla Fargo, CMO, White Cup

These new capabilities are designed for one goal: no more silos.

Marketing and sales share the same data, the same insights, and the same visibility into what’s working.

“We didn’t want another silo. Now we’ve got a platform that crosses the entire selling function – marketing, outside sales, counter, inside support. That’s a huge unlock.”
— Curtis Wickersham, Sales & Pricing Manager, JH Larson

When marketing and sales share visibility — from pending quotes to real cross-sell opportunities — teams can move quickly and close more business.

👉 Take a self-guided tour of White Cup

Unified Data = Smarter Decisions

What makes these tools powerful isn’t just their features. It’s that they’re all connected.

By connecting marketing with the same CRM and ERP data your sales team already uses, White Cup gives you a clear view of what’s happening across customers, products, and opportunities.  It’s not just email clicks or open rates; it’s which customers are buying, what’s sitting in stock, and what products are ready to move next.

Imagine this:

• A marketer uses StockSense to identify products that have been sitting too long, plus a list of customers who are most likely to purchase those slow-moving products
• They push that list of customers directly from White Cup BI to White Cup CRM
• They build an email campaign — right inside White Cup — targeting customers most likely to buy.
• Sales reps see who engaged in their CRM that same day, follow up with quotes, and move inventory that would’ve otherwise stayed on the shelf.

That’s what connected marketing and sales looks like.

Instead of separate systems for communication, data, and action, White Cup puts everything under one roof.

• Marketing sees which campaigns are driving revenue.
• Sales sees which customers are engaging.
• Leaders see what’s moving the needle, and what’s not.

That visibility is where smarter selling starts.

And customers are already noticing the difference:

“When we saw the demo, I immediately thought, ‘This is going to help every department – marketing, supply chain, sales – do their jobs better.’”
— Marathon Hardware

When unified data lives inside one system, every team has what they need to act without waiting for another export, another meeting, or another tool.

👉 Join our monthly Live Open Demo + Q&A to see it in action.

Marketing Capabilities in White Cup

The newly updated marketing tools inside White Cup make it easy to segment audiences, create emails, and automate campaigns directly within the same system your teams already use every day.

That means you’re not exporting lists, syncing data, or toggling between apps. You’re acting on live CRM and BI insights instantly.

From segmentation to automation, here’s what’s possible inside White Cup’s marketing tools:

• Segmented Lists — Target customers based on purchase history, product category, or engagement behavior.
• Lists from Reports — Generate audiences directly from your BI reports for real-time targeting.
• Custom Fields — Capture the customer and product details that make your marketing more targeted and personal.
• Email Campaigns & Templates — Build polished campaigns with drag-and-drop editing.
• AI-Powered Templates — Get instant content suggestions to match your tone and audience.
• No-Code Workflows — Automate timely follow-ups, nurture sequences, or sales alerts with simple drag-and-drop logic, so no lead or campaign response goes cold.
• Preview Responsively — Avoid formatting issues and save time by previewing emails in mobile and desktop formats while you design.
• Trigger-Based Emails — Send campaigns automatically when customers take action (like placing an order or requesting a quote).
• Sales + Marketing Visibility — See campaign engagement and CRM activity side-by-side for every customer right on the Account Page.
• (Coming soon: Dynamic Sender Variables to personalize your “from” name and address so emails look like they’re coming directly from each rep or branch.)

👉 Explore the self-guided product tour

Feature Spotlight #1: Workflows That Work for You

Automation shouldn’t be complicated. And now, it isn’t.

White Cup’s no-code workflows make it simple to create automated actions that save time and keep customers engaged.

Here’s what that looks like in action:

• Send follow-up emails automatically after a quote is sent.
• Notify reps when a customer clicks or replies to a campaign.
• Start a cross-sell sequence when a product sits too long in inventory.

“White Cup CRM makes it easy for the sales and marketing team to create automated workflows and be more proactive about reaching out to customers.”
— Angela Hirsch, CRM Administration / Marketing Analytics at Relevant Industrial

And it’s not just marketers using workflows. Sales reps are, too.

“Targeted campaigns through White Cup have directly generated sales. One rep moved 30 single-case sales of a national brand from one email blast.”
— Larry Smith, Director of Sales & Business Development at Sales Supplyden

Those are the kinds of results that happen when automation is built into the same place your data lives. No code. No exports. Just actions triggered by real customer behavior.

💡 Did you know? Workflows can help your team even beyond marketing – like routing customer service tickets, nudging team members when deadlines are approaching, and more. Dive deeper into how AI Workflows can support your Distribution business.

Feature Spotlight #2: Build Better Emails, Faster

Creating professional, on-brand emails shouldn’t require design software or HTML skills.

With White Cup’s new email designer tools, you can:

• Choose from customizable drag-and-drop templates.
• Drop in your logo, product images, and personalized variables.
• Let AI suggest email text to match your tone and goal instantly.

It’s fast, flexible, and connected to your CRM data, so personalization happens automatically. From one-to-one follow-ups to multi-step campaigns, every team that connects with customers can do it all inside White Cup.

The Big Picture: One Platform for Sales + Marketing

When marketing and sales share one platform, visibility becomes effortless.

Instead of exporting contacts to Mailchimp or Constant Contact, White Cup users can now act directly inside the system they already know.

And because everything connects — CRM, BI, ERP insights, and marketing — teams can see not just who’s clicking, but who’s buying.

It’s the kind of alignment most distributors have wanted for years. And now, it’s finally here.

Shared data → better targeting
Shared tools → faster action
Shared insights → more revenue

That’s the White Cup difference.

👉 Book a demo to see it in action.

Conclusion

If you’ve been waiting for a way to unify your marketing and sales, this is it.

White Cup’s marketing tools bring your campaigns, automations, and customer insights into the same platform where your sales already happen — helping your teams act faster and smarter, together.

No more silos. No more guesswork. Just better visibility, better collaboration, and better results.

• 👉 Book a demo to see it in action.
• 👉 Take a self-guided tour of White Cup
• 👉 Join our monthly Live Open Demo + Q&A
• ☕ Customers are invited to join our next Bimonthly Brew to learn from peers about how to maximize your value from White Cup.