AI in Distribution and CPG

Johnny Grow

Salesforce Einstein Consultants

Ready to use AI in Distribution or AI for CPG?

What We Can Achieve Together

Use AI to Accelerate Revenue Growth

AI brings insights and recommendations to revenue engineering, sales execution, sales cycle interventions, revenue leakage, price optimization and many more revenue generation programs that accelerate company growth.

Use AI to Increase Staff Productivity by 20%

The CRM Benchmark Report found that when Salesforce Einstein is used automate repetitive activities, prioritize tasks and streamline workstreams with guided execution, it increases staff productivity by 20% within two quarters.

Use AI to Convert Data into Your Most Valuable Asset

AI converts data from a byproduct to an information asset and routes that information to the right person at the right time. It also detects patterns so that information reporting shifts from historical to predictive.

Salesforce Einstein AI for CPG and Distribution Companies

What separates AI in the distribution and CPG industries from most others is the focus on inventory movement and supply chain use cases. AI brings automation and guided execution to otherwise complex processes such as inventory visibility, the order to cash cycle, fluid trade promotions, negotiated trade agreements and profitability measurements for each item, order and customer.

When implementing AI for CPG and distributors, it's important to recognize that technology takes a back seat to the operational use cases and financial outcomes. The smart path is to define the high value use cases that deliver quick-win pilot projects and enough payback to fund the AI journey.

A 3 Step Approach to Maximize AI for Distribution and CPG

The Johnny Grow AI Framework integrates prescriptive use cases, measurable business outcomes and AI technology. It's a 3-step sequence to demonstrate how AI drives the most important performance results.


Start with Supply Chain Use Cases that Most Impact Business Outcomes

Succeeding with AI is less about the technology and more about the bottom-line results. That's why we start with prioritized business outcomes and then assemble the use cases, data, and technology to achieve them.

As an example, several use cases are shown below.

AI for Company Growth

Prepare Your Customer, Sales and Inventory Data

Data quality is a prerequisite to AI success.

Customer data can be the company’s most valuable asset. However, it decays at about 2% per month so without a data maintenance program that asset can quickly become a liability.

A data quality program ensures customer, sales and inventory data is accurate and complete, secured and available to those who need it, and in compliance with company policy.

Because different data becomes compromised at different times, you will also need continuous data quality measurement. To aid data quality programs we use a data quality dashboard.

CRM Data Quality Dashboard

The dashboard surfaces data quality variances in near real-time so they can be remedied before they exacerbate and spread to multiple systems.

Recognize a 10% increase in data quality will outperform a 100% improvement in an AI algorithm

Distributor and CPG companies have lots of data.  But many do not effectively use it.

To do better, once you have accurate and complete data, you need to assemble a data transformation process to convert raw data into insights and actions that improve business programs. A sample data transformation solution architecture is shown below.

Data Transformation Pipeline

Data only becomes an asset when it is converted from a raw material to a finished product of information or insight. Only then does the data provide answers to powerful questions such as how to increase repeat orders, grow average order size, improve item and order margins, and increase customer lifetime value.


Apply AI Software

Now it's time to apply artificial intelligence technology.

This step is facilitated when using CRM platforms that offer integrated tools such as Einstein AI. These cloud systems remove technical barriers and put AI configuration into the hands of business analysts.

Salesforce Einstein

AI and CRM are Better Together

It's helpful to recognize that CRM software and AI are highly synergistic and work better together.

CRM and AI create efficiency-based cost savings and improved staff productivity. But the more strategic benefits include using data to identify customer behaviors and align company actions that increase customer engagement, improve selling conversions and grow customer affinity.

AI and CRM are more than a convergence of customer data and analytics processing. They are a synergistic relationship that shifts customer engagement from reactive to proactive and elevates data from a byproduct to an asset.

Implementing AI in Distribution and CPG Companies is our Business

We are experts in using Salesforce Einstein to improve supply chain operations, lower operational cost, penetrate new markets, increase lead acquisitions, grow the sales pipeline, improve sales conversions, deliver differentiated customer experiences, and other use cases that drive company growth.

We have the high impact use cases, industry benchmarks, Salesforce accelerators and Einstein expertise to connect data, insights, actions and outcomes.

Salesforce Einstein Certified

Johnny Grow AI Solutions


AI for Sales

AI for improved sales coaching, staff productivity, win plans and sales win rates

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AI for Marketing

AI to increase lead acquisitions, lead conversions and Marketing ROI

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AI for Customer Service

AI for improved case resolution, agent experience and customer satisfaction

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How To Get Started

AI Proof of Concept
AI Proof of Concept

Proof of Concept

If you have a business scenario in mind, we can bring it to life with a Proof of Concept (POC).

POCs are normally quick exercises that deliver working solutions that verify success measures and can be expanded upon. POCs shift AI from a concept to hands-on reality.

AI & Einstein Insights

7 Sales AI Use Cases to Accelerate Revenue Growth

The top 7 Sales use cases that show how to use CRM software with Artificial Intelligence to transform sales results and revenue growth.

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How to Use AI Sales Enablement to Accelerate Revenue Growth

3 steps to use Artificial Intelligence to improve salesforce productivity, sales win rates and revenue growth.

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AI Marketing Use Cases to Transform Marketing Operations

Salesforce Einstein AI marketing use cases to improve campaign conversions and transform marketing results.

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How AI Improves Marketing Results and ROI

A 3-step process to use AI to increase sales leads, expand the brand, generate more marketing sourced revenue and improve marketing ROI.

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How CRM with AI is Transforming Customer Service

Contact center artificial intelligence use cases that are transforming customer relationships and customer service operations.

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How AI Drives Customer Service ROI

A 3-step process to use AI to increase customer satisfaction, lifetime value, retention, and achieve triple digit Customer Service AI ROI.

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How AI Transforms CRM Software

Here is how CRM software with artificial intelligence converts static customer data into predictive models and revenue growth opportunities.

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5 AI Technologies that Boost CRM Value and ROI

The 5 Artificial Intelligence technologies that transform CRM software from a data depository to a predictor of customer behaviors.

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How AI Drives Transformational Value in CRM Software

How CRM software with artificial intelligence (AI) converts customer data from a byproduct to your most valuable company asset.

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Visit the AI Einstein Insights Hub for AI for CPG and distributors