How New Castle Building Products recovered $100K from one reactivated account
Family-owned building supplies distributor New Castle Building Products has experienced rapid growth in recent years. But as they grew, their sales tech stack was beginning to crack under pressure.
Before implementing sales-i, New Castle’s sales reps were juggling multiple disconnected systems, leadership lacked visibility into account health, and profitable relationships were slipping away undetected.
SugarCRM’s sales-i provides a layer of revenue intelligence that takes hard-to-reach data and turns it into opportunities to upsell, cross-sell and reduce churn. Here’s four ways New Castle used sales-i to build a stronger foundation for continued growth.
Four ways sales-i helped transform New Castle’s sales
| Challenge | Solution | Impact |
|---|---|---|
| Disconnected data across multiple systems | Direct ERP integration with sales-i | Single source of truth for customer data |
| Limited visibility into rep activity | Real-time performance tracking | Improved rep accountability and coaching |
| Silent account deterioration | Automated alerts for dormant customers | $100K recovered from single reactivated account |
| Reactive sales culture | Proactive data-driven approach | Systematic account management across territories |
1. From siloed data to unified sales intelligence
Building materials distributors often struggle with data trapped in multiple systems: ERP, CRM, spreadsheets, notebooks, and email chains.
With 23 locations, 17 outside reps, and thousands of SKUs, New Castle’s fragmented systems made it nearly impossible to get a complete picture of customer relationships across all territories.
The sales-i platform solved this by creating a direct, read-only connection to their existing ERP. No overhaul required, no disruption to daily operations, and no risk to ERP data.
Now, their customer and transaction data flows into a unified intelligence layer provided by sales-i. Every team member has access to the same comprehensive account information, all in one place.
2. From limited visibility to real-time tracking
Many sales teams struggle with the focus gap — the space between accounts that get attention and those that actually deserve it. Without clear tracking, New Castle’s leadership couldn’t be sure reps were focused on the right accounts.
With sales-i, New Castle can now track rep performance and campaign execution in real time. Leadership can quickly generate reports to guide decisions and spot risks early.
“On a day-to-day basis, I’m looking at our outside sales team to see if they’re running campaigns for accountability. I run call spend summary reports bi-weekly to understand where they are spending their time.”
– Abby R., Sales Analyst, New Castle
3. From lost accounts to proactive recovery
In the construction supply business, the cost of poor visibility can be high. When distributors lose market share, it’s often because reps are reacting to the wrong signals — focusing on a few active accounts while missing the quiet ones that are at risk of churning.
After New Castle had been using sales-i for a few weeks, a breakthrough happened: a report flagged a once-active contractor who hadn’t ordered in months. After sales-i prompted action, New Castle recovered over $100,000 in sales from this single account in the first quarter alone.
A rep had assumed the account had gone out of business, but the customer was still operating — just quietly working with a competitor. This account deterioration was invisible until sales-i’s monitoring systems detected it.
“Now we have done over $100,000 in sales in the first quarter with this account and the help of sales-i!”
– Abby R., Sales Analyst, New Castle
4. From reactive selling to relationship building
Rather than replacing human selling, sales-i amplifies it. The platform removes the guesswork and admin burden from sales interactions, freeing reps to focus on what they do best: building trust and delivering value to customers.
Today, sales-i is built into the daily operations at New Castle Building Products, and their sales team is more connected to customers than ever, supporting the company’s core values of accountability, urgency, and caring.
Ready to build a smarter sales operation?
Whether you manage five reps or fifty, across two branches or twenty, the path forward is the same: connect your data, hold teams accountable, and act fast on what the numbers tell you.
