Grow revenue from existing customers
See which customers are buying less, what they never buy and when a reorder is due, from the ERP order history you already hold.
Flowbird connects your ERP's order history to HubSpot or Pipedrive, so each account manager sees which of their customers are buying less, which product families they never buy and when a reorder is overdue, early enough to act. Your ERP stays exactly as it is.
Where does the extra revenue from existing customers sit?
In five places, and most businesses watch one or two of them closely and are blind to the rest:
How does the order history reach the sales team?
The ERP is built to fulfil and invoice orders accurately, not to tell a salesperson who to call this week. Connected to the CRM, the same history stops being a report someone has to run and becomes a prompt on the account the salesperson already works from:
ERP and back-office systems
Where purchasing and transaction data already sits.
- Orders and invoice lines
- Product families
- Account structure and branches
- Open quotes and estimates
Data integration
- Duplicate accounts and branches matched
- Order lines grouped by product family
- Updated on a schedule or as orders land
HubSpot or Pipedrive
- Spend against last year
- Last order against the usual rhythm
- Range gaps against similar accounts
- Open quotes with an owner
Sales opportunities
- Declining spend spotted early
- Missed reorders followed up
- Cross-sell conversations with a reason
- Clearer view of revenue in existing accounts
What do account managers see?
Only what changes the next conversation. Each signal is a reason to ask a question, not proof of what the customer is doing:
| Signal | What it may suggest | A sensible first action |
|---|---|---|
| Spend down on the same period last year | Lower demand, or some work going elsewhere | A call from the account owner to understand what has changed |
| Longer gap since the last order than usual | A reorder missed, delayed or placed elsewhere | Check the customer's stock and plans before it becomes a lost order |
| Fewer product families than similar accounts | Room to extend the range | Propose one relevant family, with a reason |
| A quote with no reply after its chase date | A sale going cold | Give it an owner and a date |
| A site or branch that has never ordered | Untapped reach inside a customer you already supply | Ask for an introduction to that site |
How does Flowbird do it?
In five steps, from disconnected information to prompts an account manager acts on:
When is this the right step?
It suits an established manufacturer or distributor whose sales team owns accounts in HubSpot or Pipedrive while orders and invoices live in an ERP such as Sage 200, Sage 50 or Xero. It is a poor fit when there is no order history to connect, when the customer base is small enough that the owner knows every account personally, or when most of your product reaches end users through merchants whose sales you cannot see.
What has Flowbird done in this area?
Flowbird connected an on-premises Sage 200 to HubSpot for a UK distribution business, so each customer is written once and kept in step across both systems. That project moved customer and company records rather than order history: it is the foundation an account view is built on. Read how it works, or see every case study.
Where should you start?
With the CRM & ERP Opportunity Audit. It tells you whether your systems could show which customers are buying less or are due to reorder, and what connecting them would take, before you commit to anything. It starts with a free discovery call.
For the method in more depth, read how manufacturers and distributors grow revenue from existing customers and how to spot customers who are buying less before they leave. How it plays out by sector is on manufacturing and engineering, wholesale and distribution and packaging and printing.
Who you'll work with
- Emma Everest, Client Services Director. Leads discovery: how your business actually works before anything is built.
- Rebecca Alksnitis, Commercial Director. Turns what we find into a plan with a commercial case behind it.