Case Study: MSC Industrial Supply achieves proactive, data‑driven selling and boosts rep productivity with D&B Rev.Up ABX

Digital Transformation and the Data Challenge for Sales

MSC, a global industrial supply company founded in 1941 with 6,500+ employees, has steadily digitized its operations—adding e-commerce and a CRM—but sales reps still lacked real‑time, actionable customer intelligence. As a result, they were often reactive, discovering upsell or solution opportunities only at the end of sales calls.

Lattice integrated AI‑driven insights directly into MSC’s CRM, surfacing which products accounts have and what similar customers buy, and enabling targeted cross‑sell “plays” pushed to reps. The result: reps can proactively reach the right accounts with more credible, data‑based conversations, improving productivity, efficiency, and the ability to surface opportunities before the customer does.

MSC Industrial Supply

Joshua Fink

MSC Account Representative