# What If CRM Was About Automation Engines Feeding You BI-Driven Insights? With Kristen Thom, White Cup

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Text version: https://stenobird.com/podcast/distribution-talk-86215/what-if-crm-was-about-automation-engines-feeding-you-bi-driven-insights-with-kristen-thom-white-cup.md
Podcast: [Distribution Talk](https://stenobird.com/podcast/distribution-talk-86215)
Published: 2025-08-20T10:00:00+00:00
Episode link: https://www.distributionteam.com/podcast/What-If-CRM-Was-About-Automation-Engines-Feeding-You-BI-Driven-Insights-With-Kristen-Thom-White-Cup
Audio file: https://traffic.libsyn.com/clean/secure/distributiontalk/187_What_If_CRM_Was_About_Automation_Engines_Feeding_You_BI-Driven_Insights__With_Kristen_Thom_White_Cup.mp3?dest-id=1243799
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Duration seconds: 2571

## Resource

Customer Relationship Management (CRM) software companies sell a simple premise: if you can manage customer data, you can grow your business. But capitalizing on that promise is complicated, as any company struggling with CRM implementation knows. Kristen Thom, senior vice president of customer experience for White Cup , has an easy fix for this persistent CRM pain point. She helps distributors reframe their focus, emphasizing actionable information over team micromanagement. Jason caught up with her to discuss White Cup's powerful CRM+BI solution and the revolutionary ways that the company incorporates AI to capture hidden market share while improving long-term customer relationships. CONNECT WITH JASON LinkedIn CONNECT WITH KRISTEN LinkedIn White Cup *** *** For full show notes and services visit: https://www.distributionteam.com Distribution Talk is produced by The Distribution Team , a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth, and achieve personal goals. This episode was edited by The Creative Impostor Studios Special thanks to our sponsors for this episode: Profit2, helping distributors charge the right price; and INxSQL Distribution Software , an integrated distribution ERP software designed for the wholesale and distribution industry.

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