Case Study: National Electrical Distributor Achieves Company-Wide Sales Visibility and Scalable Growth with White Cup

This nationwide player has relied on White Cup’s CRM through organic and acquisition growth

National Electrical Distributor, a nationwide electrical supply company with 500+ employees and 160+ locations, needed to introduce a first-time CRM to streamline sales, increase pipeline visibility, and develop a customer budgeting process. Prior to adopting White Cup’s CRM, the sales team relied on notes and spreadsheets and lacked insight into purchasing behavior, AR/AP reporting, and consistent account tracking.

White Cup implemented its distributor-focused CRM, providing customization, ongoing training, and regular reporting as the company grew from about 100 to over 160 locations. White Cup’s solution increased visibility across sales, quoting, and management, improved communications and trip-report follow-up, and formalized budgeting and profitability reporting—delivering clearer account health insights and a more consistent customer experience.