Complete Story
09/27/2025
020. CRM That Works: A Hands-On Audit and Roadmap Workshop
Instructor: Brian Gardner
1:30 pm - 4:00 pm
Every month without a well-aligned CRM means lost opportunities, hidden margin leakage and inefficient sales activity. For many distributors, this is the reality. Adoption is weak, and ROI is low. Sales teams are likely working around CRM instead of with it, creating data silos and blind spots that compound over time. The reason? Too many distributors approach CRM as a technology purchase instead of a sales process improvement initiative. That results in feature-heavy systems that fail to deliver adoption, alignment or ROI. This workshop reframes CRM around business processes and shows participants how to build a practical, phased roadmap that ensures a CRM investment pays off. Drawing on the proven SalesProcess360 CRM Audit, this hands-on session will guide participants step by step through evaluating current sales processes, uncovering process gaps and prioritizing sales initiatives. And now, with the rise of AI in distribution, the stakes are even higher. AI can make it easier to analyze customer data, spot trends and uncover opportunities but it’s only as good as the data and processes behind it. Without a clean, consistent and well-adopted CRM, AI tools can’t deliver real insights. With the right foundation, however, AI becomes a powerful accelerator and can help sales teams work smarter, improve forecasting and maximize margins. This workshop isn’t about software demos or feature wish lists. It’s about linking CRM to ROI by tying it directly to sales processes, uncovering quick wins and creating a realistic adoption path. Participants will also leave with a clear understanding of how CRM maturity positions them to take advantage of AI without the risk of bad data leading to bad decisions.
Bookstore
The Credit Overlord: A Decade of Credit Advice Unleashed, Volume 1
Thea Dudley
Embark on an insightful journey through the complex world of credit and collections with Credit Advice Unleashed Volume I, the first installment in an indispensable series. This collection brings together a decade’s worth of Thea Dudley’s highly regarded advice columns, showcasing her unmatched expertise and unfiltered insights. With over 35 years of experience in the building materials and construction industry, Thea Dudley has earned her title as the ‘Credit Overlord,’ offering sharp-witted guidance, practical solutions, and an unapologetically candid approach that professionals in the field have come to rely on.
In Credit Advice Unleashed Volume I, readers will find real-world answers to the most pressing credit and collections questions, addressing the challenges and nuances faced by businesses in maintaining financial health and cash flow. Thea’s columns, infused with humor and hard-earned wisdom, provide both seasoned credit professionals and newcomers with the tools they need to navigate this critical aspect of business with confidence.
Whether you’re tackling overdue accounts, negotiating with clients, or streamlining internal processes, this book is your guide to mastering the intricacies of credit management. Experience Thea Dudley’s unparalleled voice and let her years of experience elevate your credit and collections game.
