Built for inventory-aware sales teams

The CRM that knows what is on the shelf when a deal advances.

Distributors, wholesalers, and product companies run two systems that never agree: the CRM where the opportunity lives and the inventory system that nobody checks until the customer asks when the pallet ships. Strkr puts stock status, customer SKU history, min-margin flags, and reorder triggers next to the opportunity so the rep quotes what the warehouse can actually ship this week.

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What this audience is actually dealing with

The pains that bring buyers here.

A distributor is not a pure sales shop and not a pure warehouse operation. It is both, and the business falls apart the moment the two sides stop talking. The pains below are what shows up on every discovery call we run with wholesalers, product companies, and multi-location distributors who are trying to pick a CRM. Most of them have already lived through a Salesforce or HubSpot deployment where the CRM team built a beautiful pipeline that the warehouse team never trusted, because the stock numbers lagged by a day and the reps kept quoting items that had moved onto a backorder list. The patterns are the same whether the business ships industrial fasteners, medical consumables, specialty food, auto parts, or anything else that moves on a pallet. If any of these look familiar, the rest of the page shows how Strkr pulls the product record, the stock status, and the customer history onto the same opportunity so the rep stops guessing and the warehouse stops absorbing the fallout.

Deal with no stock picture

The CRM shows a hot deal and nothing about what we can ship.

A rep marks a 40-SKU order as 90 percent to close and the operations team finds out at submit time that four line items are on a 12-week backorder. The customer gets a split shipment, the credit on the backorder sits on a credit memo for three months, and the rep looks like the one who overpromised. Strkr opportunities carry linked SKUs with current stock, available-to-promise, next inbound PO date, and substitution candidates, so the deal that advances to proposal is the deal the warehouse can actually fulfill this week.

Reps quote out-of-stock SKUs

The rep sent a quote for 600 units of a discontinued SKU.

A rep opens a stale quote template, duplicates it for a new customer, and sends 600 units of a SKU the product team discontinued six weeks ago. Three days later the customer is asking why the invoice shows a replacement SKU at a different price, and the margin calculation that got the deal approved is now wrong. Strkr products carry a lifecycle status (active, phase-out, discontinued) that reads into every quote, blocks a line item on discontinued stock, and surfaces the substitute SKU on the same row.

No reorder trigger from pipeline

Pipeline forecast never reaches the warehouse buyer.

A rep forecasts a 2,000-unit order inside the next 45 days and the warehouse buyer places the standard reorder based on the trailing-90 average, missing the pipeline signal entirely. The order lands, the shelf is short, and the fulfillment team ships from the sister warehouse at a 3-day lead time and a freight cost that eats the margin. Strkr pipeline-weighted demand surfaces on the product record with the opportunity stage, probability, and expected ship date, so the buyer sees what the pipeline is pulling before the PO window closes.

ERP-CRM sync lagging

The nightly sync tells me nothing about the next hour.

Most CRMs connect to the ERP through a nightly batch (NetSuite, Acumatica, Sage, SAP Business One, Epicor) and the rep spends the first hour of every day re-asking operations what actually shipped yesterday. The CRM dashboard shows revenue the ERP has already corrected and the customer-facing conversation runs on bad data. Strkr integrates through an open REST API with webhook triggers both directions, so stock-on-hand, open orders, and shipped lines land on the account and the product record in near real time, not twelve hours after the warehouse manager posted the batch.

Customer SKU history buried

What did this customer buy last January, and from which warehouse?

A customer calls asking to reorder the shelving system they bought last January, and the rep spends 20 minutes digging through the ERP invoice history to find the exact SKU variant, quantity, and originating warehouse. By the time the rep has an answer, the customer is on the phone with a competitor. Strkr accounts carry the full purchase history as structured records on the account timeline, filterable by SKU family, warehouse, date range, and gross margin, so the reorder conversation runs in 30 seconds not 20 minutes.

Margin check lives in a spreadsheet

The deal approval email never says what the margin actually is.

A rep sends a 7-percent discount request to the sales manager, the manager approves based on last quarter cost, and the actual gross margin on the current cost of goods is 4 points lower than everyone thought. Three months of these discounts and the quarter closes below plan with nobody flagging the pattern. Strkr quote lines pull current landed cost from the product record, compute real-time gross margin per line and per deal, and flag anything that crosses a per-category floor before the discount request even leaves the rep inbox.

How Strkr fits the distributor day

The product-aware primitives your reps actually use.

Strkr for a distributor or wholesaler is not a sales-only CRM with a half-baked product object bolted on. It is a CRM shaped around the real daily motion of a product business, where every opportunity resolves to a basket of SKUs, every account has a shipping relationship with a warehouse, and every quote has to clear a margin floor before it leaves the building. The primitives below ship on every paid tier, no premium inventory module gate, and they are the ones your reps and sales operations lead spend 80 percent of their day inside. Each one is designed so the opportunity, the product, the stock position, and the customer history look like one record, not four tabs across three systems.

Linked SKU pipeline

Every opportunity carries a line-item basket of SKUs.

An opportunity is not a single revenue number, it is a list of SKUs with quantity, list price, discount, extended value, and gross margin per line. The rep adds SKUs from a product picker that filters by category, warehouse, and stock status, and the pipeline forecast rolls up at the line level so the demand picture reaches the warehouse buyer rather than ending at the opportunity header.

Stock-aware product record

Current stock, available-to-promise, inbound PO on one view.

Every product record shows current on-hand quantity, allocated quantity, available-to-promise, the next inbound PO date and quantity, the lead time by vendor, and the substitute SKUs. The record updates through the ERP integration or through direct API calls from the warehouse management system, so the picture a rep sees inside Strkr matches the pallet count in the aisle within minutes.

Account order history

Every past order as a structured record on the account.

Account timeline carries every past order as a structured record with SKU, quantity, warehouse, ship date, invoice date, invoice total, and gross margin. Filter the history by SKU family, warehouse, date range, or margin band, and the reorder conversation runs in 30 seconds. The history imports from the ERP on initial onboarding and stays current through the sync bridge.

Quote with real cost math

Line-level margin computed against current landed cost.

Every quote line pulls current landed cost from the product record (freight-in, duty, tariff, revaluation included) and computes real-time gross margin per line and per deal. Discount approval routes based on margin floors by product category, customer tier, and deal size, so a 7-point discount on a 12-point margin item routes to the right approver automatically rather than drifting through an email chain.

Min-stock pipeline alerts

Pipeline-weighted demand surfaced to the warehouse buyer.

Pipeline-weighted demand (opportunity stage times probability times quantity) rolls up to the product record and fires an alert when projected demand plus allocated stock crosses the min-stock threshold. The warehouse buyer sees what the pipeline is pulling before the next PO cycle, not after a stockout, and the alert goes to the buyer who owns the product category.

Multi-warehouse logic

Account-preferred warehouse and transfer-eligible routing.

Each account carries a preferred warehouse, a list of transfer-eligible warehouses with freight-cost brackets, and a split-shipment preference. When an opportunity lines up a 40-SKU order, Strkr proposes the fulfillment plan (warehouse A for 32 lines, warehouse B for 8 lines) with the freight implication rolled into the deal view, so the rep quotes a plan the operations team can actually execute.

Open API for ERP sync

REST plus webhooks both directions, no middleware tax.

Strkr ships a public REST API with webhook triggers in both directions. The ERP posts stock-on-hand, PO status, and shipped lines inbound through the API, Strkr fires outbound webhooks on opportunity stage changes, quote-sent, and deal-closed so the ERP sees the pipeline signal in real time. No premium integration tier, no connector fee per ERP, no middleware stack to maintain.

Workflow for product teams

From deal-to-SKU linkage to margin-guarded quote delivery.

Reps selling pallets and cases need a flow that respects both the sales motion and the operations constraint. Strkr Flows let the sales operations lead encode the real rules of the business, so the discount approval, the backorder watch, the substitute-SKU prompt, and the reorder trigger all run as native automations instead of email forwards. The pattern below is what shows up in week two of every distributor deployment, and it is the pattern that keeps the warehouse team and the sales team on the same page without a daily escalation call.

Deal-to-SKU validation

A new opportunity cannot advance past Discovery without SKUs.

A stage-entry rule prevents an opportunity from moving past Discovery until it carries at least one SKU line item. The rep adds the basket from the product picker, the pipeline forecast gets structured demand instead of a lump revenue number, and the warehouse buyer can see the demand curve 60 days out rather than finding out at submit time.

Backorder watch

Any SKU on backorder flags the opportunity red.

When any SKU on an active opportunity drops below available-to-promise, Strkr flags the opportunity, pings the rep with the substitute candidate, and shifts the quote-send task into a review state. The rep adjusts the quote with the substitute or the split-ship plan before the customer sees a number that cannot be fulfilled.

Substitute SKU prompt

Discontinued SKU on a quote fires the substitute swap.

Every product record carries a lifecycle status and a list of substitute SKUs. When a rep adds a phase-out or discontinued SKU to a quote line, Strkr fires an inline prompt with the substitute candidates, the delta on list price, and the delta on gross margin, so the rep swaps in one click instead of discovering the issue through a customer complaint three weeks later.

Margin-floor approval

Discount routing based on real-time landed cost.

A discount request routes to the right approver based on the real-time gross margin against current landed cost, not against a stale cost snapshot. The approver sees the deal basket, the per-line margin, and the deal-level margin on one view, with a one-click approve or reject and an audit trail per decision. Deals that clear the auto-approve floor skip the approval loop entirely.

Reorder trigger from pipeline

Pipeline weight plus allocated stock fires the reorder flow.

When pipeline-weighted demand plus allocated stock crosses the min-stock threshold on a product record, Strkr fires a reorder flow to the warehouse buyer with the suggested PO quantity, the pipeline evidence, and the pending opportunities driving the demand. The buyer approves or adjusts, the PO request flows out to the ERP integration, and the stockout gets avoided before anyone has to escalate.

Order submission

Closed-won writes a sales order to the ERP automatically.

When an opportunity moves to Closed-won, Strkr builds the sales order payload (customer, ship-to, SKUs, quantities, prices, discount, warehouse plan) and posts to the ERP through the integration. The rep does not re-key the order into the ERP, the warehouse team sees a clean order in the system of record, and the audit trail links the ERP sales order back to the Strkr opportunity for forecast reconciliation.

Shipped-line reconciliation

Partial ship reflects back onto the opportunity record.

When the ERP ships lines against a sales order, the shipped quantity and the invoice total flow back through the webhook integration and reconcile against the opportunity. Partial shipments and backorder lines surface on the opportunity timeline so the rep can call the customer with real status rather than guessing from a stale pipeline number.

What the operations lead sees

Views that connect pipeline demand to warehouse decisions.

The sales operations lead and the warehouse buyer in a distributor are the two roles most often locked out of the CRM because the CRM was built for the sales team only. Strkr role-aware views bring these two roles onto the same workspace with the data they actually need to run the operation. The views below ship as default saved views for the sales operations and warehouse-buyer roles, and they get used every day across distributors with 10, 25, and 60 sales reps.

Pipeline demand by SKU

Every active SKU on one row with pipeline-weighted demand.

A view surfaces every active product with pipeline-weighted demand over the next 30, 60, and 90 days, available-to-promise, next inbound PO date, and the min-stock threshold. The warehouse buyer sees the demand curve by product category, drills into the opportunities driving the demand, and plans the PO cycle with real pipeline signal.

Margin per deal

Deal-level gross margin against current landed cost.

Every active opportunity shown with revenue, blended gross margin, worst-margin line, and discount applied. Sort by margin or by discount delta to spot the deals that are grinding below plan, drill into the quote detail to see the exact lines, and act before the quarter closes with a 2-point margin miss.

Warehouse fulfillment plan

Open opportunities with the proposed shipment plan.

Every late-stage opportunity shown with the proposed warehouse plan (primary warehouse, transfer-eligible warehouses, split-ship lines, freight brackets). The operations lead confirms the plan before the customer sees the quote, flags capacity constraints at the warehouse level, and reroutes the plan without having to open the ERP.

Customer concentration

Account revenue, margin, and SKU concentration by segment.

Account revenue and gross margin rolled up by segment, geography, or industry vertical, with a drill into the SKU family mix driving the account relationship. The commercial lead spots over-concentration (one customer at 18 percent of a product category) and briefs the quarterly diversification plan on real data.

Backorder exposure

Opportunities with any SKU on backorder flagged red.

Every opportunity with at least one SKU below available-to-promise flagged with the backorder quantity, the next inbound PO date, and the substitute candidate. The rep and the operations lead resolve the backorder exposure before the quote goes to the customer and the deal lands as a split-ship surprise.

Reorder suggestions queue

Products crossing min-stock with pipeline evidence attached.

A queue of products crossing min-stock based on pipeline-weighted demand plus allocated stock, with the pending opportunities driving the demand surfaced on each row. The warehouse buyer approves the PO suggestion in one click, bumps the quantity if the pipeline justifies, or defers with a comment that flows back to the sales team.

Head-to-head

Strkr vs the generic CRM plus a separate inventory system.

The default stack for a distributor is Salesforce or HubSpot or Pipedrive on the sales side, a separate ERP (NetSuite, Acumatica, Sage, SAP Business One, Epicor) for inventory and finance, and a middleware tool or a nightly batch connecting the two. The result is a sales team that quotes against stale stock data and an operations team that gets pipeline signal 12 hours late. Strkr collapses the CRM into one workspace with native product records, SKU-linked pipeline, and an open API that keeps the ERP in sync both directions without a connector fee.

Feature Strkr Generic CRM + separate inventory system
Product records as first-class objects Native with stock, cost, lifecycle, substitutes Opportunity line items only, no product object
Stock status on the opportunity Current, allocated, ATP, next PO on the record Rep tabs over to the ERP to check
Pipeline-weighted demand Rolls to product record for buyer visibility Opportunity header only, invisible to warehouse
Discontinued SKU block Lifecycle status enforces at quote line Manual, often discovered post-send
Real-time landed cost margin Pulled from product record, enforced at approval Spreadsheet math, often stale
ERP sync frequency Near real time via REST and webhooks Nightly batch, 12-hour lag
Customer SKU history Structured records on account timeline Buried in ERP invoice history
Multi-warehouse routing Preferred and transfer-eligible logic native External routing tool or manual rep decision
Reorder suggestion from pipeline Native alert to buyer with evidence Trailing-90 average, no pipeline awareness
Open API cost Included, no premium tier Enterprise tier or connector fee per ERP
Discount approval routing Margin-floor based, auto-approve threshold Email chain, delayed approvals
Compliance and audit HIPAA with BAA, SOC 2 Type II in progress, GDPR, CCPA Varies by vendor and tier
How teams use Strkr

How product-first teams run Strkr.

The patterns below show up across distributors, wholesalers, and product companies with 10, 25, and 60 reps. The common thread: pull the product, the stock, and the customer history onto the opportunity so the quote the rep sends is the quote the warehouse can actually ship this week. Each playbook is a real motion a Strkr customer runs today, not a hypothetical from a demo script.

10-rep industrial fastener distributor

Linked SKU pipeline with real-time ERP sync.

A 10-rep industrial fastener distributor moved from a Salesforce Essentials deployment that nobody trusted onto Strkr with a direct REST sync to their Acumatica ERP. Every opportunity now carries a basket of SKUs with current stock and next-PO date on the record. Pipeline-weighted demand feeds the warehouse buyer on a Monday review view, min-stock alerts caught two near-stockouts in the first six weeks, and reps stopped tabbing into the ERP to check availability.

25-rep specialty food wholesaler

Multi-warehouse routing with per-customer preferred location.

A 25-rep specialty food wholesaler ships from four regional warehouses. Each account now carries a preferred warehouse, a transfer-eligible list, and a split-shipment preference. Strkr proposes the fulfillment plan at quote time, flags any line that would need a transfer, and the rep communicates the lead time and freight bracket at proposal rather than at order submission. Order-to-ship cycle time dropped 1.6 days on average.

35-rep medical consumables distributor

HIPAA-grade audit trail with margin-guarded discounts.

A 35-rep medical consumables distributor needed HIPAA coverage for the clinical account conversations and a hard margin floor on every quote. Strkr with the BAA covered the compliance need, and the margin-floor approval routing moved discount approvals from a daily email backlog to a one-click approver view. The sales operations lead reports a 2.3-point improvement in blended gross margin over the first two quarters.

45-rep auto parts wholesaler

Account SKU history as a reorder engine.

A 45-rep auto parts wholesaler imported five years of invoice history from their NetSuite ERP into Strkr as structured account timeline records. Reps now pull a customer reorder conversation in under 30 seconds, filter by SKU family or vehicle platform, and the account record is the single source of truth. Reorder revenue grew 11 percent in the first full quarter after launch because the conversations now run on real history rather than guesswork.

60-rep multi-category B2B distributor

Pipeline-weighted reorder triggers plus substitute SKU prompts.

A 60-rep multi-category B2B distributor runs seven product categories across two primary warehouses. Pipeline-weighted demand rolls to the product record for each category buyer, min-stock alerts fire with pipeline evidence attached, and substitute SKU prompts caught 180 discontinued-SKU quote attempts in the first 90 days. Backorder-driven credit memos dropped 54 percent over trailing six months versus the prior CRM deployment.

See the CRM that knows what the warehouse can ship this week.

Start a 14-day trial with the full product-first stack enabled: SKU-linked opportunities, stock-aware product records, pipeline-weighted demand alerts, margin-guarded discount approval, multi-warehouse routing, and the open REST API ready to connect to your ERP. One bill, one workspace, one record of truth per account and per product.

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Common questions

What buyers in this bucket ask most.

Does Strkr replace our ERP for inventory management?

No. Strkr is the CRM and the pipeline-to-stock bridge, your ERP (NetSuite, Acumatica, Sage, SAP Business One, Epicor, Microsoft Dynamics, QuickBooks Enterprise, custom) stays the system of record for inventory, finance, and fulfillment. Strkr integrates through a REST API with webhooks both directions so stock-on-hand, open orders, inbound POs, and shipped lines flow into Strkr in near real time, and opportunity stage changes, quote-sent, and closed-won events flow outbound to your ERP. The result is one CRM workspace that shows the operations picture without replacing the operations system.

How does Strkr handle multi-warehouse fulfillment logic?

Every account carries a preferred warehouse, a transfer-eligible list of secondary warehouses with freight-cost brackets, and a split-shipment preference. When an opportunity lines up a multi-SKU order, Strkr proposes a fulfillment plan (which warehouse ships which lines) with the freight implication rolled into the deal view. The operations lead confirms or adjusts the plan at quote time, and the sales order written to the ERP at closed-won carries the warehouse routing instructions. If an account later changes its preferred warehouse, the historical opportunities keep the warehouse context intact for audit purposes.

What ERPs does Strkr integrate with today?

Strkr ships a public REST API and webhook infrastructure that works with any ERP that exposes a modern integration surface. Direct connectors exist today for NetSuite, Acumatica, Sage Intacct, SAP Business One, and QuickBooks Enterprise. For other ERPs (Epicor Prophet 21, Microsoft Dynamics 365 Business Central, Infor SX.e, DDI Inform, SAP ECC, custom) the integration runs through the REST API with webhook triggers both directions. There is no premium integration tier and no connector fee per ERP, which is a departure from the common CRM vendor model where every integration lives behind an enterprise paywall.

How does margin calculation work on quote lines?

Every product record carries a current landed cost (freight-in, duty, tariff, and revaluation included) that updates through the ERP integration or through direct API calls when procurement updates the cost. Quote lines compute real-time gross margin per line and deal-level blended margin by pulling the current landed cost at the time the line is added. Discount approval routes based on the real-time margin against configurable floors by product category, customer tier, and deal size, so a 7-point discount on a 12-point margin item routes to the right approver without the rep having to compute the implication by hand. The audit trail stores the cost snapshot at quote time so historical margin reporting stays accurate even when the current cost moves.

How does Strkr handle customer SKU history imported from the ERP?

On initial onboarding, Strkr imports historical invoice lines from the ERP as structured records on the account timeline, with SKU, quantity, warehouse, ship date, invoice date, invoice total, and gross margin per line. The import handles multi-year history with no row cap. After onboarding, new invoice lines flow through the integration in near real time so the account history stays current. Reps and sales operations filter the history by SKU family, warehouse, date range, margin band, or custom tag, and the account record carries both the pipeline forward view and the purchase backward view on one surface.

What about compliance for regulated verticals like medical consumables or chemical distribution?

Strkr is HIPAA compliant with a signed BAA available for distributors in the medical consumable and clinical supply segments. SOC 2 Type II is in progress with completion scheduled through 2026-Q4. GDPR and CCPA are covered for distributors with European or California customer bases. The audit trail on every record captures timestamp, author, and attachment per change, which satisfies the record-keeping expectations for regulated verticals. If your business has segment-specific compliance needs (FDA 21 CFR Part 11, DEA controlled substance tracking, chemical hazard documentation) the Strkr product team will walk through the controls before contract signature.

Also built for

Related audiences.

Distributors Wholesalers Product companies Manufacturing Supply chain B2B sales

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