For distributors, the European launch reflects the accelerating adoption of embedded AI within ERP platforms, with capabilities aimed at improving inventory planning, sourcing, fulfillment, financial workflows, and operational decision-making from within existing enterprise systems.
In this DSG Tech Talk, Ian Heller of Distribution Strategy Group talks with Becca Toth, chief marketing officer of SugarAI, about why the company dropped CRM from its name and what that change signals for wholesale distributors. Toth argues that traditional CRM has become a tax on productivity. For decades, frontline sellers fed records, notes…
The announcement reflects growing competition among enterprise resource planning providers to embed agentic artificial intelligence directly into core business systems as distributors and manufacturers seek ways to automate increasingly complex operational processes.
Despite so many businesses having a CRM in place, results remain underwhelming. Why? Because CRM is often installed, not implemented.
The application integrates with distributors’ enterprise resource planning systems and is intended to replace processes often managed through email, spreadsheets, and multiple software tools.
Think of CRM and AI the same way you think of giving a rep a target list.
Your team doesn’t hate CRM. They hate CRMs that don’t deliver.
One of the biggest mistakes I see with CRM rollouts is thinking of it as a software project with a start and end date.
Prove how the ERP will deliver value in ways that matter most.
Making the right decision can help you avoid common pitfalls.