Faced with rapidly changing buyer behavior and rising costs, many businesses are turning to technology to help amplify success as business models continue to shift. One major change seen across multiple industries is that today’s consumers and business-to-business players expect deeper and more varied information on orders and accounts. They also anticipate access to this information in more unconventional ways. This is prompting more distributors to evaluate investments in integrated customer relationship management (CRM), mobility, and e-commerce applications to better serve their customers.

According to a recent study by the National Association of Wholesale Distributors (NAW) Institute for Distribution Excellence, distributors are implementing CRM applications because “today’s competitive markets and difficult economy demand that every aspect of their business, including sales, operate as productively and efficiently as possible.” Out of the 158 wholesale distributors polled, more than 40 percent were actively seeking a CRM solution and more than 20 percent were in the process of an implementation, out of those that had not yet adopted CRM technology. These statistics demonstrate that CRM is growing as a priority for technology investment in the upcoming year.

Making the Right Choice

Marketing has become increasingly complex as new channels have facilitated a power shift from company to consumer. Customers can command how, when, and if ever, they will engage with a brand. This makes it even more critical that distributors select and implement the right combination of solutions to better segment, target and serve their audience and to promote an exceptional experience.

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