When I was starting out in the military in the 1980s, we had something called “green machines” – very large computers in suitcase-sized cases that were tough enough to be parachuted out of a C-130. This was how we did logistics in the dirt. It was the cutting edge back then, and it got me thinking about technology and what it might be capable of in the future.  

I’ve now been in warehousing and distribution for decades, running after pallets, chasing down orders and learning how to turn overstock into success. I’ve seen how logistics technology has evolved. Innovations like advanced AI and robotics make those old green machines look like dinosaurs. This article is part 1 in a series about how distributors can get the most out of today’s technology. 

Distributors are Letting Their Existing Tech Go to Waste 

Wholesale distribution technology is not just a tool. It’s the nervous system of your operation. An ERP system and a WMS form the hub for inventory management, order to cash and overall business operations. Based on my observations and experience, most companies seem to use only a fraction of these systems’ capabilities. Organizations spend a lot of money on the software and implement it enthusiastically, only to fail to exploit all its features. They simply replicate what they have always done in a new system. 

Whether you run a regional distributor or manage a national network, it’s time to think differently about using the technology you already have and maximizing it before looking for something new.  

The Knowledge Gap: Why Companies Struggle with Their Own Systems 

When a company implements a new ERP or WMS, only a few people — typically “super users” and IT personnel — receive formal training. Consider, for instance, a cycle counting process. In the best cases, it’s an eight-step process, but if counters skip step three due to insufficient training, it will negatively affect your bin-level inventory accuracy.  

Here’s what typically happens: 

• Employees get promoted, leave for other companies or retire, taking their knowledge with them.  

• New hires are taught the system by someone who has not been properly trained because the company does not have written procedures.  

• Companies barely document the processes, resulting in wasted time and repeated mistakes. 

• The system itself becomes an easy scapegoat. 

The Fix: Document, Train and Explore 

One of the best things a company can do is document its systems completely. That means creating step-by-step description of your essential processes, with screenshots, so that employees know what to do and how to do it efficiently. It also means promoting the culture of using the system and taking some time to navigate through the menu, settings and features to see if any preferences or tools can help increase productivity.  

The problem is that many companies do not document everything because it’s time-consuming. I get it—who has the time to be a technical writer? But it isn’t busywork; it’s an investment that keeps your workforce from having to guess how to do their jobs to the best of their ability. Providing your customers with a consistent experience requires consistency in all processes and procedures from the time they enter your facility to the time they leave it. 

How Generative AI Can Change the Game 

Creating detailed documentation has traditionally been tedious and resource-intensive, but GenAI-driven tools like ChatGPT, Claude and Grok can drastically reduce the effort required.  

Start with your raw workflow — type in the step-by-step process, like “scan bin with handheld, verify quantity against ERP, update system with confirmed count” — and the GenAI tool polishes it into a professional training document formatted for Microsoft Word. It’s not just a dump of text; the tool organizes it into clear, numbered steps, adds concise descriptions and even suggests logical breakpoints, like separating scanning from verification for clarity.  

Feed the tool a rough draft or dictate it via voice memo (e.g., “Step one, grab the scanner, hit F2…”), and within minutes, you’ve got a draft that’s 80% there. Add your system screenshots — say, the ERP’s bin lookup screen or the WMS confirmation popup — and you’ve built a process guide ready to roll. What once took weeks of manual drafting, formatting and cursing at clunky templates drops to a day or less, with minimal tweaking required.  

Unlocking Hidden Capabilities in Your ERP and WMS 

Most leaders treat ERP and WMS platforms like glorified databases: inputting orders, pulling reports and calling it a day. But these systems are capable of so much more. Here’s how to unlock that potential: 

• Click through every menu and setting. That advanced reporting tab you’ve ignored? It might let you forecast demand spikes based on historical data. 

• Leverage workflow automation. That workflow customization page you’ve never explored? It could eliminate manual checks and streamline operations. 

• Find game-changing features. Many companies uncover hidden gems, like real-time bin replenishment triggers or multi-warehouse transfer optimization, simply by being curious and exploring. 

Why This Matters: The Competitive Edge 

In wholesale distribution, margins are tight, customers expect fast, consistent service, and supply chain disruptions are constant. If you’re operating at 50% system efficiency, you’re handing competitors an advantage. 

Imagine two distributors using the same ERP system. One struggles with outdated technologies and achieves 90% inventory accuracy. The other has documented it processes, unlocked the system’s potential, and achieves 99% accuracy. Who secures the big deal in the next round? The gap is not in the software. It lies in how the software is used.  

Steps to Take Now 

• Start with one process. Pick a critical function — cycle counting, receiving, or inventory transfers — and document it fully.  

• Use AI to save time. Feed a voice memo, rough outline or screen recording into an AI tool to auto-generate guides.  

• Encourage system exploration. Set aside time to dig into features you haven’t used. You might find automation tools or predictive analytics waiting to be leveraged.  

• Train your team the right way. Ensure that every new employee learns the full system, not just a shortcut version passed down informally.  

• Reevaluate before buying new tech. Before investing in a new system, ask: Have we maximized the potential of what we already own? 

The Bottom Line: Your System Is More Powerful Than You Think 

Your ERP and WMS are not static. They can evolve with your business. 

You can unlock massive operational improvements without spending millions on new software by documenting processes, properly training employees and using AI to automate knowledge management. Stop waiting for the next upgrade — the tools for success are already at your fingertips. 

Next in the series:  

• Part 2: Preparing Your Operation to Harness the Benefits of AI in Wholesale Distribution, which covers the basics of getting ready for AI, including digital strategy, cloud migration and data hygiene. 

• Part 3: AI is Actively Transforming Warehouse Operations and Inventory Management, which looks at analytics, automation and robotics, with real-world examples.  

• Part 4: Overcoming the Challenges of AI Implementation in Distribution, which digs into cost, training and integration, and how to overcome those challenges for a strong ROI. 

• Part 5: The Future of AI in Wholesale Distribution: What’s Next and How to Stay Ahead, which explores emerging trends such as supply chain visibility and last-mile delivery.