RSMUS.comIn wholesale distribution, NetSuite CRM optimization often takes a back seat to cost-cutting initiatives such as streamlining operations, reducing overhead, and improving margins. While necessary, these initiatives can overshadow a critical driver of long-term success: managing customer relationships and fueling sales growth. Proactively managing your customer base is just as important as managing your cost structure. It’s not only about saving money, it’s about making money smarter.
With a few custom fields, smart workflows, and Celigo’s CloudExtend Outlook Connector (ExtendSync), NetSuite users in wholesale distribution can unlock a high-impact, low-cost solution that transforms their sales process. The result is stronger customer retention, improved sales performance, and a significantly higher return on investment (ROI). This approach also builds a scalable technology foundation to support future growth.
The ROI of NetSuite CRM Optimization
Implementing a customer relationship management (CRM) system like NetSuite consistently delivers strong financial results. Research shows an average return of $8.71 in revenue for every $1 spent on CRM software (Nucleus Research). Many companies also report a 29% increase in sales revenue after adopting a CRM system (Truelist).
The ROI of NetSuite CRM optimization continues to rise as more distributors use built-in CRM tools to drive revenue.
Because NetSuite CRM licensing is already included in most existing subscriptions, the ROI potential becomes even stronger. Optimizing what you already own is one of the most efficient ways to drive near-term revenue.
Boosting Sales Growth and Productivity with NetSuite
NetSuite CRM tools streamline workflows, eliminate manual data entry, and deliver meaningful productivity gains.
According to Truelist (CRM Statistics 2024):
- Mobile CRM tools boost sales productivity by 50%.
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44% of companies report 10–29% productivity improvements.
According to Freshworks (50+ CRM Statistics 2024):
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97% of CRM users met or exceeded their sales goals.
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Organizations using CRM are 86% more likely to surpass sales quotas.
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43% of businesses saved 5–10 hours per week per employee using CRM automation.
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94% of businesses report a surge in sales productivity after implementation.
By automating repetitive work and centralizing customer insights, NetSuite helps sales teams prioritize high-value opportunities, engage customers more consistently, and close more deals.
Building a Scalable Tech Stack with NetSuite
NetSuite’s unified platform supports long-term scalability and higher customer lifetime value. One example is On Deck Sports, which used NetSuite CRM’s lead scoring and automated drip campaigns to increase customer retention from 20% to 78% over four to five years. This kind of data-driven automation strengthens long-term revenue and creates a scalable foundation for future expansion.
Practical Steps for NetSuite Optimization in Wholesale Distribution
1. Classify Customers by Buying Frequency
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Add a custom field in NetSuite for expected ordering cadence (e.g., Monthly, Quarterly).
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Helps prioritize outreach and align selling strategies.
2. Automate Customer Status Based on Last Order Date
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Use workflows to automatically update customer status by order history.
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Flags at-risk customers and supports timely re-engagement.
3. Use Reminders and Reports to Drive Action
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Leverage NetSuite reminders to surface customers due to order or those without recent communication.
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Scheduled reports reinforce accountability across the sales team.
4. Track Sales Activity with Celigo’s ExtendSync Outlook Connector
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Automatically logs email interactions as CRM activity records.
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Offers full visibility into last activity and communication gaps.
5. Capture Lost Opportunities with Reason Codes
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Apply reason codes to better understand churn trends and customer behavior.
6. Analyze Sales by Customer Type and Behavior
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Segment customers into groups (New, Same Store, Decliners, Growth, Lost).
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Enables targeted selling strategies and performance analysis.
Extending LSA Capabilities with Microsoft Outlook
Integrating ExtendSync with NetSuite CRM and leveraging the Last Sales Activity (LSA) feature can significantly increase efficiency. InSource Solutions reported saving 200 hours per user per year (about four hours a week) by automating email logging, calendar syncing, and sales activity tracking (CloudExtend Case Study).
When paired with LSA, ExtendSync ensures that every customer interaction automatically updates NetSuite. This improves data accuracy, reduces administrative workload, and gives sales teams real-time visibility into customer engagement. A more intuitive and automated CRM experience leads to stronger adoption, better reporting discipline, and improved sales performance.
Conclusion: NetSuite Optimization for Sustainable Sales Growth
With strategic use of custom fields, workflows, and Celigo CloudExtend, wholesale distributors can shift from reactive selling to proactive account management. Leveraging NetSuite CRM ensures every customer touchpoint is tracked, measured, and optimized. This low-cost, high-impact approach strengthens sales performance, improves ROI, and supports a scalable tech stack that grows with the business.
Sean Callahan
Experienced executive leader with expertise in Accounting, Operations, Sales, and NetSuite implementation. Proven track record in strategic planning, team leadership, and fostering organizational growth. Dedicated ally actively advocating for underrepresented colleagues through companywide initiatives.
