Built for food and beverage brands and CPG manufacturers

The CRM that knows the SKU, the retailer, the broker, and the promotional calendar.

Food and beverage brands run a three-tier distribution motion with retailers, distributors, and brokers that generic sales CRMs cannot model. Strkr ships a CRM shaped around SKU-level velocity, retailer coordination, broker performance, and the promotional calendar that drives half the revenue.

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What this audience is actually dealing with

The pains that bring buyers here.

A food and beverage brand selling through retailers, distributors, and brokers lives in a four-system reality. The retailer portal (RangeMe, SPINS, 8451), the distributor system (UNFI, KeHE, Associated Grocers), the broker CRM they do not control, and the brand CRM. Keeping the four aligned eats hours per week on reconciliation. The pain points below are what Strkr onboarding hears on every F and B brand intake.

The three-tier motion

Brand sells to broker sells to distributor sells to retailer.

A food and beverage brand selling through brokers to distributors to retailers has four parties in the chain. A generic sales CRM cannot model the chain cleanly. Strkr models the broker, distributor, and retailer as linked account types with role-specific pipelines and the velocity data flowing up from the retailer end.

SKU-level visibility

The brand has 42 SKUs across 240 retailers.

A mid-size CPG brand with 42 SKUs across 240 retail accounts needs to see velocity per SKU per retailer per week. Most CRMs cannot handle SKU-level data at retailer-grain. Strkr product object models SKU as first-class with retailer-level velocity data pulled from SPINS, Nielsen, or the retailer scan data provider through the standard webhook spec.

Broker performance tracking

The broker book has 11 brands and we are one of them.

A food broker representing 11 brands splits attention across the portfolio. The brand needs to see broker effort (visits, demos, cuts, promotional execution) at the brand level without accessing the broker CRM. Strkr broker performance tracking captures the broker-level activity for the brand through visit logs, demo photos, and promotional execution reports the broker submits through the brand portal.

Promotional calendar coordination

Three retailers run overlapping promotions and the trade spend doubled.

A brand running TPRs (temporary price reductions), BOGOs, and ad features across retailers can double-spend if two retailer promotions overlap and compete. Strkr promotional calendar coordinates planned promotions with retailer-specific execution dates, trade spend budget, and overlap flagging. The trade marketing team sees conflicts before the retailer execution.

New item introduction

The 1-page sell sheet that becomes a 40-page submission packet.

A new SKU introduction with a national grocery retailer runs through a 40-page submission packet with photo library, nutritional data, UPC assignment, case pack specifications, and promotional support commitment. Most CRMs cannot assemble the packet from retailer-specific template requirements. Strkr new item workflow holds the retailer-specific template, the required fields, and the submission tracking.

Deduction and chargeback management

The $42,000 unexplained deduction on the UNFI invoice.

A distributor invoice arrives with $42,000 in deductions and chargebacks the brand did not authorize. The brand team spends two weeks reconciling the deductions against promotional commitments, slotting fees, and freight claims. Strkr deduction tracking captures authorized deductions against promotional spend and flags unauthorized deductions for broker or distributor dispute.

The food and beverage data model

Objects shaped like the three-tier motion.

The default CRM schema does not map to food and beverage. Strkr ships a tunable F and B schema with Brand, Product (SKU), Broker, Distributor, Retailer, Store, Promotion, and Deduction as first-class objects. The admin can rename or extend anything.

Product object

SKU, UPC, case pack, cost, retail price.

A product in Strkr carries SKU, UPC, case pack, cost of goods, suggested retail price, nutritional data, allergen flags, kosher or halal certification status, organic certification, and product photography library. The product drives the retailer item submission.

Retailer account

Chain, division, banner, store count.

A retailer account carries chain name, division, banner, store count, buyer contact, distribution center assignment, and current item authorization list. For large chains the account hierarchy supports chain-division-banner nesting.

Store object

The location for velocity data.

For brands running store-level programs the store object captures specific store address, geo-market segment, demographic data, and store-level velocity if available. Store-level data drives field marketing coordination.

Distributor account

UNFI, KeHE, DOT, Associated Grocers.

A distributor account carries the distributor relationship with slot assignment, order minimum, service levels, and the brand terms. Case orders and distributor invoice data sync through the standard webhook spec.

Broker account

The broker book, territory, commission.

A broker account carries broker book composition, territory coverage, commission structure, and the brand assignment. Broker performance tracks against activity submissions and velocity outcomes.

Promotion object

TPR, BOGO, ad feature, display.

A promotion carries type (TPR, BOGO, ad feature, display, demo), retailer, dates, trade spend budget, actual spend, and performance (volume lift, incremental revenue). The promotional calendar surfaces conflicts.

Deduction object

Authorized, unauthorized, dispute.

A deduction captures distributor or retailer deduction with amount, type, authorization status, and dispute status. Authorized deductions tie to promotional commitments. Unauthorized deductions route to broker or distributor dispute.

SKU-level velocity and retailer coordination

The data loop from retailer scan to brand decision.

The brand team runs weekly, monthly, and quarterly decisions on SKU rationalization, retailer-specific promotional spend, and distribution expansion. The decisions run on velocity data at SKU-retailer-store grain. Strkr pulls the data from SPINS, Nielsen, or retailer-direct feeds and models the data at the right grain for the brand decision.

SPINS and Nielsen data pull

Scheduled refresh with brand categorization.

SPINS and Nielsen data pulls through the standard webhook spec on a weekly or four-week refresh cycle. The brand-specific product categorization maps the raw data to the brand SKU identifiers for internal reporting.

Retailer scan data

IRI, 8451, Walmart Luminate, Kroger 84.51.

For brands with retailer-specific data access (Walmart Luminate, Kroger 84.51, Target Signal) the retailer scan data pulls directly for store-level velocity. The data refresh runs on the retailer schedule.

Velocity report

Dollars per store per week by SKU.

The velocity report shows dollars per store per week by SKU, by retailer, and by region with trend lines over the past 13 weeks and the past 52 weeks. The brand team sees the velocity trajectory for every SKU-retailer combination.

SKU rationalization flag

The SKU that stopped moving three months ago.

For SKUs with velocity drops over 25 percent over 13 weeks Strkr flags the SKU-retailer combination for rationalization review. The brand team decides to invest more promotional spend, pull the SKU, or hold.

Distribution gap report

The retailer with 420 stores and we are in 180.

For retailers with authorized distribution less than the full store count the gap report shows the authorized stores vs the open stores for new item placement conversations with the retailer buyer.

Promotional ROI

The lift from the retailer BOGO versus the TPR.

Each promotion ties to the SKU-retailer combination with pre-promotion baseline velocity, during-promotion velocity, and post-promotion velocity. The promotional ROI report shows which promotion types produce lasting velocity lift vs short-term volume pull-forward.

How Strkr AI compresses brand admin

The AI jobs that fit F and B brand workflow.

Brand teams spend hours per week on retailer sell-sheet updates, broker check-ins, promotional recap decks, and item submission packets. The AI Enhancement module is a $49 per month add-on with 5,000 Strkr AI calls included and $0.012 per call overage.

Retailer sell-sheet draft

The one-pager for the buyer meeting.

Strkr AI drafts the retailer sell-sheet with SKU specifications, pricing, promotional support, and velocity data from similar retailers. The brand team tunes and sends.

Broker check-in note

The weekly outreach to each broker.

Strkr AI drafts the broker weekly check-in with brand-level activity, promotional updates, and specific focus asks. The brand sales lead approves and sends. The broker gets a agenda instead of a generic nudge.

Promotional recap deck

The post-promotion summary for the retailer buyer.

After a promotion closes Strkr AI drafts the recap with pre-promotion baseline, during-promotion velocity, incremental volume, and trade spend ROI. The brand team shares the recap with the retailer buyer for the next JBP conversation.

New item submission draft

The retailer-specific template filled.

For new item submissions Strkr AI drafts the retailer-specific template with the required fields from the product record and the retailer-specific response patterns. The brand team reviews, attaches the photo library, and submits.

Deduction dispute draft

The chargeback challenge letter.

For unauthorized deductions Strkr AI drafts the dispute letter with the distributor invoice reference, the deduction line, the brand position with promotional authorization reference, and the requested resolution.

Trade marketing calendar outreach

The retailer-specific promotional ask.

For the next-quarter promotional planning Strkr AI drafts the retailer-specific promotional proposal with recommended TPRs, ad features, and display opportunities based on velocity data. The brand team sends to the retailer buyer.

Head-to-head

Strkr vs Salesforce Consumer Goods Cloud, Repsly, Highspot.

The common F and B CRM contenders split between Salesforce Consumer Goods Cloud at the enterprise end, Repsly for retail execution, and generic sales CRMs adapted for the three-tier motion. The comparison below is Strkr against the typical enterprise contender.

Feature Strkr Enterprise F and B CRM
SKU as first-class object Native with retailer-level velocity. Custom object with manual tie.
Retailer, distributor, broker modeling All three as linked account types. Varies, often retailer-only.
SPINS and Nielsen data integration Standard webhook spec. Partner marketplace add-on.
Promotional calendar with overlap flagging Native with trade spend tracking. Separate trade promotion module.
New item submission workflow Retailer-specific template library. Document attached to account.
Deduction tracking against authorizations First-class deduction object. Finance team spreadsheet.
Broker performance tracking Broker portal for activity submission. None.
Pricing per seat Twenty-nine to 119 per month flat. Three hundred per user plus modules.
Open API and webhook spec REST, GraphQL, HMAC-signed webhooks. Partner-managed only.
How teams use Strkr

Five food and beverage brand playbooks.

The patterns below are what Strkr onboarding sees across F and B brand deployments from emerging brands to established CPG manufacturers.

Pattern A

The emerging snack brand at Expo West.

An emerging snack brand with 8 SKUs across 42 natural grocery retailers ran spreadsheets and Google Docs for retailer coordination. The founder spent 14 hours per week on retailer outreach and broker coordination. Strkr onboarding ran an 11-business-day setup with KeHE and UNFI distributor sync, SPINS data pull, and broker check-in drafts. The founder reclaimed about nine hours per week and new item placements lifted meaningfully in the following six months.

Pattern B

The 42-SKU premium beverage brand.

A 42-SKU premium beverage brand with 240 retail accounts across national grocery, convenience, and specialty channels ran a generic sales CRM with 180 custom fields. The brand wanted SKU-level velocity visibility. Strkr onboarding ran a 24-business-day migration consolidating the custom field proliferation into the product object, retailer object, and promotion object. Velocity reporting ran on live SPINS data and the trade marketing team reallocated $240,000 in promotional spend to higher-ROI promotions in the following quarter.

Pattern C

The direct-store-delivery craft beverage brand.

A craft beverage brand running direct-store-delivery with 24 reps across three states ran paper call reports transcribed by an admin two weeks late. Strkr onboarding ran a 14-business-day migration with offline-tolerant mobile for reps, store-level velocity data from the retailer scan feed, and route planning for the DSD routes. The admin transcription role closed and the rep team recovered an afternoon per week of productive sales time.

Pattern D

The private label co-manufacturer.

A private label co-manufacturer serving 11 brand customers ran a mix of QuickBooks and shared Google Sheets. Strkr onboarding modeled the brand customer as the account, the SKUs produced for each customer as linked products, and the forecasted volume as the opportunity record. The sales ops team gained demand visibility 90 days out instead of 30 days out, which smoothed production planning meaningfully.

Pattern E

The foodservice distributor sales team.

A regional foodservice distributor with 48 sales reps across restaurant, healthcare, and institutional accounts ran a legacy CRM that could not handle account-level product penetration. Strkr onboarding modeled the account with per-SKU penetration tracking, in-season promotional offers, and route-based rep territories. The sales team gained visibility into cross-category penetration opportunities on each account and account-average basket size lifted in the first full year.

Run a brand on a CRM shaped for the three-tier motion.

Book a 30 minute call. We will walk through the SKU object, the retailer modeling, the promotional calendar, and the AI drafted trade marketing with your actual retailer list and SKU catalog.

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Common questions

What buyers in this bucket ask most.

Does Strkr integrate with SPINS, Nielsen, 8451, Walmart Luminate, or retailer-direct scan data?

Yes. Strkr integrates with the major syndicated data providers and retailer-direct data feeds through the standard webhook spec with HMAC signing and the published OpenAPI spec. For SPINS and Nielsen the data pull runs on a weekly or four-week refresh cycle. For retailer-direct feeds (Walmart Luminate, Kroger 84.51, Target Signal) the pull runs on the retailer schedule. The brand-specific product categorization maps the raw data to the brand SKU identifiers for internal reporting. The data lands at SKU-retailer-store grain where the retailer makes the data available.

How does Strkr handle the three-tier distribution model with brokers, distributors, and retailers?

Strkr models the broker, distributor, and retailer as linked account types with role-specific pipelines. The broker book carries represented brand composition, territory coverage, commission structure, and brand assignment. The distributor carries slotting fees, order minimums, and service levels. The retailer carries chain, division, banner, store count, buyer contact, distribution center assignment, and item authorization list. Velocity data flows up from the retailer end through the data integration layer and the brand team sees the full three-tier picture on a single relationship record.

Can Strkr track broker performance without accessing the broker CRM?

Yes. The broker performance workflow lets brokers submit activity (store visits, demos, cuts, promotional execution) through a brand-specific portal that posts to the Strkr record. The brand sees broker-level activity, retailer-level outcomes, and the correlation between the two. For brokers unwilling to submit through the portal the brand can track performance through the velocity outcomes alone with broker-level attribution rolling up from the retailer accounts under the broker book. Broker commission tracking ties to the velocity data for brands running performance-based commission.

How does Strkr handle deduction and chargeback reconciliation against promotional authorizations?

Strkr deduction tracking captures distributor and retailer deductions with amount, type, authorization status, and dispute status. Authorized deductions tie to promotional commitments (TPR, BOGO, ad feature, slotting, freight). Unauthorized deductions route to the broker or distributor for dispute. Strkr AI drafts the dispute letter with the invoice reference, the deduction line, the brand position with authorization reference, and the requested resolution. The deduction reconciliation that ate two weeks per month in a spreadsheet runs in a few hours in Strkr.

What does Strkr cost for a food and beverage brand?

Strkr runs flat per seat at $29 on Starter, $59 on Pro, and $119 on Scale per user per month, with a 14-day trial. For a 24-person brand team (sales, trade marketing, operations) on Pro the monthly spend runs $1,416 for seats plus $49 for the AI Enhancement add-on if the team wants AI drafted retailer sell-sheets and promotional recaps. The product object, retailer modeling, SPINS and Nielsen integration, promotional calendar, deduction tracking, and broker performance are included in the seat price with no credit meter.

How does Strkr compare to Salesforce Consumer Goods Cloud or Repsly for an emerging brand?

Salesforce Consumer Goods Cloud prices around $240 per user per month plus required Salesforce admin resources, which prices out most emerging brands. Repsly at around $79 per user per month focuses on retail execution and does not model the brand-level trade marketing workflow. Strkr sits in the capability band of Salesforce CGC at the price band of Repsly, with the SKU object, three-tier distribution modeling, SPINS and Nielsen integration, and AI drafted trade marketing included. For emerging brands with a 5-to-15-person team the all-in monthly spend typically runs between $250 and $900 on Pro.

Also built for

Related audiences.

Manufacturing CRM CPG CRM Distributor CRM Foodservice CRM Consumer Goods CRM Retail CRM

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