Product data
Whether their buyer can find the right part without phoning, and how often the wrong one arrives because a PDF was three revisions old.
Wholesale and distribution
Score the account before anyone gets in the van
Trade supply runs on recurring accounts, and the account manager visit is still how you find out what any of them need. Meanwhile the digital channel keeps not getting funded, because nobody can rank which part of it to build first. RampFunnels builds the thing that produces the ranking, out of what your customers say.
Not open yet. Ours scores your funnel rather than your trade counter, and it takes about four minutes.
What gets ranked
The five things your customers are quietly grading you on.
- Product data
- Self-serve ordering
- Pricing logic
- Integration
- Account experience
How it works now
Four routes to market, and one of them does all the qualifying
Field sales, the catalogue, the trade counter, and an e-commerce channel somebody built two years ago and nobody has resourced since.
The account manager visit is where you learn what a customer is buying elsewhere, what they are about to need, and whether the relationship is safe. It works. It also costs a day, scales with headcount, and reaches the accounts on somebody’s route rather than the accounts where the revenue is moving. The van is the single biggest line of sales spend in most distributors and nothing scores where it goes.
Over 40% of deals stall on disagreement inside the buying group (Edelman and LinkedIn, 2025). The same thing happens on your side of the table. The digital investment stalls because commercial, IT and the branches each have a different first priority and none of them has evidence, so the safest decision is to do it next year.
What we would build
Point it at the customer, not at yourselves
Working name: the B2B Digital Trade Readiness Index. The same five dimensions the research names, asked of the people who buy from you.
A distributor grading its own digital maturity produces an opinion. Three hundred trade customers answering how they actually order produces a ranking, and a ranking is the thing that survives a board meeting. It also produces something the customer wanted, which is why they finish it.
The five dimensions stay exactly as the research names them. Only the direction changes.
Self-serve ordering
What share of their reorders could go through an account login today, and what actually stops them: trust, stock visibility, or nobody ever showing them.
Pricing logic
Whether their contract price reaches them automatically or gets applied afterwards by somebody at a branch, which is where margin quietly leaves.
Integration
Whether their purchasing system and yours have ever spoken, and how many people retype a line between them each week.
Account experience
How they check stock, chase a delivery and query an invoice, and how much of that lands on your account manager’s phone at 7am.
One instrument, three trades
A merchant and a wholesaler share a business model and not one noun
The scoring model travels. The wording never does, and a question written for one trade gets abandoned by the other.
Which is also the argument against buying a template. The five dimensions are portable. The question that gets a site foreman to answer honestly at half past six in the morning is not.
What comes out
Two documents, and a different list of accounts to visit
For the customer
Where their ordering costs them time, and the two changes that would save the most of it.
Written so a buyer can forward it to whoever holds the budget for their purchasing system, because most of the time that is not them.
For you
Every response aggregated, so the digital roadmap is ordered by what customers said rather than by who argued hardest.
When most respondents say they cannot see live stock and hardly any of them ask for punchout, the next two quarters have decided themselves, and you can show the working.
The engagement
The model
The five dimensions, weighted by what actually moves margin in your business rather than by what is easiest to ask. Your commercial director and your head of e-commerce have to sign the same sheet.
They rarely agree first time. That argument is the work.
The questions
Around a dozen, asked of the customer about their own buying, in their trade’s words. A site foreman and a maintenance buyer do not answer the same question set.
The two reports
One for the account, showing where their ordering costs them time. One for you, aggregating every response into a ranked list of what to fund first.
The routing
Accounts ready to move to self-serve get onboarding rather than a visit. Accounts that are not get the van, with a reason for going, so the day goes to the pipeline rather than to the route.
You own the software licence, it is the cheapest line in the project, and we tell you what it costs before you commit.
Your traffic
Two channels, both meeting a buyer who is already mid-job
SEO
Part-number and availability search brings a buyer who is mid-job and will not stop to fill anything in unless it saves them a phone call.
Content and webinars
A trade webinar collects a list of people who were free on a Thursday. Scoring turns it into a list of accounts worth a conversation.
Packages
Three packages, and the middle one is where this usually lands
One instrument, the funnel around it, or the programme with somebody reading the responses every month. Fixed scope on all three.
Prices are not published yet because they are not final. When they are, they go on the pricing page as numbers, not a form.
What is in each packageQuestions
What distributors ask, including the awkward one
Some genuinely do, and the score is how you find out which. The useful answer is not that everyone should self-serve, it is which accounts would, what stops them, and how much counter time is currently spent on reorders that never needed a person.
Your turn
Let the accounts decide what gets built first
Ours scores your funnel on the four things that decide whether traffic converts, and the report names the one costing you the most leads.
Not open yet. When it opens, the score and the report are yours whether or not we ever speak.