A brand that sells to consumers online and to retailers, distributors or corporate buyers offline has a B2B2C business with two very different sales motions on one product catalogue. The store handles consumer transactions well; the wholesale side needs a CRM — accounts, contacts, credit terms, reps, reorder cycles — and the two have to agree on customers, products and orders.

Accounts and contacts

Wholesale customers exist as companies in the CRM with contacts, terms and an owner; their store accounts are linked by domain and tagged with the price list they see. A new wholesale signup on the store creates the CRM company and a task for the rep to approve terms before the first order.

Orders

Wholesale orders placed on the store, by a rep, or by email flow into the CRM as deals or orders against the account, with the products and values, so reps see the account's full history and reorder cycle. Consumer orders stay in the store and feed the lifecycle tools, but aggregate consumer sales by region can inform wholesale targeting.

Reorder and credit

Each account's typical reorder interval drives a reminder to the rep and, where appropriate, a message to the buyer with their last order pre-filled. Credit limit and overdue invoices from the accounting system are visible on the account and can hold orders automatically.

Reporting both motions honestly

Revenue, margin and growth by channel — direct and wholesale — with the catalogue as the common dimension. Products that sell direct but not wholesale, or the reverse, are the interesting rows. One dashboard, two motions, no double counting.