Manufacturing · CPG
From spreadsheets to a live ERP-connected CRM.
How Sector Growth transformed sales operations at The PUR Company, a Canadian CPG manufacturer selling through both direct retail chains and distributors like UNFI and KeHE, with a bi-directional NetSuite integration and a CRM built in the language of CPG.
- Industry
- Consumer Packaged Goods (CPG) Manufacturing
- Client
- The PUR Company
- HubSpot Products
- Sales Hub Enterprise · Data Hub Starter · Marketing Hub Starter
- Integrations
- NetSuite ERP (bi-directional), Outlook, Fathom AI
- 62K+
- NetSuite sales orders synced into HubSpot
- 2
- Custom pipelines: New & Existing Customers
- 100%
- Bi-directional ERP sync live in production
- 16
- SKU-cluster listing matrix per account
01 · The challenge
A growing CPG business running on Excel.
PUR sells health and wellness products through two distinct channels, direct retail chains and distributors like UNFI and KeHE, with banner hierarchies, broker networks and complex trade spend. There was no CRM, no pipeline visibility, and no connection between the sales team and ERP-sourced order data.
No pipeline or sales visibility
- Sales tracked entirely in Excel with no stages, probability or forecasting.
- Leadership had no view of opportunity status, risk or rep activity.
- No way to separate new-customer pipeline from expansion within existing accounts.
Complex CPG account relationships
- Direct retailers, distributor-supplied indirect accounts and banner hierarchies (e.g. Sobeys / Empire).
- Multi-distributor accounts supplied by both UNFI and KeHE simultaneously.
- Broker networks and ship-to locations with no structured home in any system.
ERP data disconnected from sales
- All orders, invoices and customer history lived only in NetSuite.
- Reps had to request reports from ops to see shipped vs. pending revenue.
- Monthly UNFI / KeHE sell-through aggregated manually with no account-level tie-back.
Manual trade spend & account reporting
- Allowances (spoils, freight, co-op) tracked outside any system with no audit trail.
- No YoY sales comparisons by account, rep or channel.
- Reset dates and promotional windows managed without structured reminders.
“We were managing everything in Excel. There was no way to know where deals stood, what was shipping, or whether we were hitting our targets by account. We needed a system that could speak our language, distributors, retailers, SKU listings, broker networks, not a generic CRM.”
02 · The solution
A CRM purpose-built for CPG manufacturing.
Sector Growth designed and delivered a Sales Hub Enterprise environment modelled directly on PUR's go-to-market, anchored by a bi-directional NetSuite integration that took the CRM from theoretical to operational on day one.
- 01
Manufacturing-specific data architecture
Mapped PUR's commercial model directly into HubSpot: parent-child banner hierarchies, Direct / Indirect supply flags, custom objects for Brokers, Distributor Contacts and Ship-To Locations, and a 16-SKU listing matrix per account.
- 02
Two-pipeline CPG sales process
Workshopped and built New Customer and Existing Customer pipelines with stage probabilities tied to real conversion rates, close-lost taxonomy, renamed 'Opportunities' object and automated retailer-review reminders at 2 months and 1 month out.
- 03
Bi-directional NetSuite ERP integration
62,000+ historical orders synced from NetSuite into HubSpot with full status parity. New direct accounts created in HubSpot flow back to NetSuite as Customers, gated by a Direct Customer filter and resolved to the right rep via a custom NetSuite workflow.
- 04
Sales enablement & email infrastructure
Outlook add-in for every rep, DKIM / SPF / DMARC authentication for thepurcompany.com, internal-email exclusion rules, Fathom AI meeting summaries and a Sales Workspace per rep for pre-pipeline prospecting.
- 05
Structured 4-session training programme
Foundations, Selling in HubSpot, Orders & Reporting and Advanced Operations, progressively building competency across the ~10-person sales team through to go-live and beyond.
03 · The outcome
One unified view, from first call to shipped order.
Full commercial visibility
62,000+ NetSuite orders live inside HubSpot. Reps see shipped vs. pending revenue per account in real time; leadership sees pipeline by rep, channel, account type and stage.
Complex CPG relationships modelled accurately
Banner hierarchies, indirect distributor accounts, broker networks and multi-location retailers all sit inside one connected CRM, replacing a patchwork of spreadsheets.
ERP integration live in production
New direct customers flow HubSpot → NetSuite with correct rep assignment. The Direct Customer filter keeps indirect accounts out of the ERP. Zero dual data entry.
Distribution growth at the SKU level
The 16-SKU per-account listing matrix gives reps an instant view of exactly which products are listed where, directly powering expansion conversations with buyers.
Targets tracked against actuals
Annual sales targets sit alongside live shipped revenue at the account level, enabling meaningful performance conversations and forward forecasting for the first time.
Account reviews never missed
Automated workflows surface every retailer's annual review window 60 and 30 days out, protecting shelf placement and trading relationships across PUR's distribution.
“The sync is working great both ends.”
04 · Stack
HubSpot products & integrations used.
| Sales Hub Enterprise | Core CRM, companies, contacts, opportunities, tasks, sequences, Sales Workspace, custom objects. |
|---|---|
| Data Hub Starter | Custom field sync from NetSuite Sales Orders (Ship Date, Actual Ship Date, status). |
| Marketing Hub Starter | Forms for data collection and email infrastructure. |
| NetSuite ERP | Bi-directional sync: 62K+ orders inbound, new direct customers outbound. |
| Microsoft Outlook add-in | Email tracking, calendar sync and activity logging for every rep. |
| Fathom AI | Automated meeting summaries associated to contact & company records. |
ERP, CRM and a sales team that don't talk to each other?
We've done this in CPG, manufacturing, healthcare and financial services. Let's scope what your version looks like.