Case Study: Salem Distributing Company achieves clear machine-pipeline visibility and streamlined reporting with White Cup

Salem Distributing Company - Customer Case Study

Salem Distributing Company, an employee‑owned distributor serving four industries with sales in 39 countries, faced a critical visibility problem in its machine sales division: quotes were entered only in their Epicor Prelude ERP with no consistent opportunity tracking, leaving management dependent on ad‑hoc calls to sales reps for pipeline status. To address this, White Cup deployed a reporting solution using the Build Your Own Reports (BYOR) module in Tour de Force CRM to capture and track machine opportunities.

White Cup’s BYOR implementation gave Salem a standardized opportunity record and a Machine Opportunities Report — including an opportunity funnel, lists of expected closes, and subtotals — enabling managers and an outside consulting firm to get an instant, accurate view of the pipeline. The report made it simple to produce key metrics on demand (the case study shows $2,269,225 as the subtotal for opportunities expected to close in the next 30 days), delivering immediate operational clarity and faster, data‑driven decision making under White Cup’s solution.

Salem Distributing Company

Diane Luter

IT Director