What Compass Sales Solutions does

White Cup Solutions, operating under Compass Sales Solutions and headquartered in Garden City, Idaho, is a private vertical-SaaS company founded in 2001 that builds AI-powered CRM, business intelligence, and sales-enablement software specifically for wholesale distributors. The platform is positioned as a distribution-specialist alternative to horizontal CRMs and serves customers across HVAC, electrical, plumbing, industrial, medical, and foodservice distribution. The product portfolio centers on the White Cup CRM, augmented by White Cup Nexus (a conversational AI assistant using natural-language processing), White Cup BI (a business intelligence layer), and sub-brands TDF CRM and Sherpa CRM that target specific distributor segments. Underlying technology includes distribution-specific predictive analytics, anomaly detection, a recommendation engine, generative-AI meeting summaries ("AI Field Notes"), and an ERP-integrated data model that ingests customer, order, and account history to surface cross-sell opportunities and revenue intelligence. The company reports customer outcomes of 10x+ ROI, 4–8% revenue lift, 0.5–1.5 percentage-point gross margin improvement, and 3–6 hours per week saved per sales rep.

The company monetizes through annual SaaS subscriptions priced on a quote basis, indicating enterprise and mid-market contract structures rather than self-serve SMB pricing. Go-to-market is sales-led with product-led growth (PLG) overlays, including interactive product tours, demo videos, and a customer referral program. The named customer base is broad, with approximately 40+ visible logos including SupplyDen, AIDP Inc., Relevant Industrial, Thrift Supply HVAC, Tool-Smith, Top Equipment, Wallace Hardware, WEC Distributors, Carrier Great Lakes, Johnstone Supply Orion Group, and Locke Supply. Leadership comprises Troy Casper (President), Jim McMeel (VP Sales), and Tami Dittemore (VP Operations). The company has one disclosed capital event — a Series 2 round from Eden Capital in June 2018 (amount undisclosed) — and operates exclusively in the United States.

Name

Compass Sales Solutions

Legal name

White Cup Solutions

Website

https://compasscontact.net

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

White Cup Solutions (formerly Compass Sales Solutions) is a private vertical-SaaS company providing AI-powered CRM and BI software for wholesale distributors. Its platform integrates with ERP systems to surface revenue opportunities, cross-sell intelligence, and account monitoring across HVAC, electrical, plumbing, industrial, medical, and foodservice distribution customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. CRM Subscription: SaaS subscription model for White Cup CRM platform with tiered pricing based on features and user count. Includes access to core CRM, BI, and AI capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Compass Sales Solutions (doing business as White Cup) sells an AI-powered CRM and business intelligence platform built specifically for wholesale distributors. The product integrates with distributor ERP systems and uses distribution-trained AI to convert transaction history, buying cadence, contract pricing, and product mix into commercial actions that grow revenue. The lineup includes White Cup CRM (core), White Cup Nexus (AI conversational assistant), White Cup BI, TDF CRM, and Sherpa CRM, sold as annual SaaS subscriptions.

Product overview

White Cup offers a unified platform-plus-modules architecture for distributors, anchored by White Cup CRM as the core AI-powered execution layer. The platform integrates with distributor ERP systems to turn transaction data and customer signals into actionable commercial insights. White Cup Nexus adds a natural language AI interface for querying across all data sources. White Cup BI provides business intelligence and analytics capabilities. Additional CRM variants include TDF CRM and Sherpa CRM, which serve specific market segments within the distribution industry. All products are designed specifically for how distributors win, protect, and grow revenue.

Differentiator

Problem solved

Functional benefit

Brands

• White Cup CRM: AI-powered CRM built specifically for distributors to manage customer relationships, sales execution, and revenue growth.
• White Cup Nexus
• White Cup BI
• TDF CRM
• Sherpa CRM

Products and services

• White Cup CRM AI-powered CRM platform built specifically for wholesale distributors that turns ERP data and customer signals into commercial actions to grow revenue. Includes account management, opportunity tracking, quote management, territory coverage, follow-up management, AI Field Notes for automatic CRM data capture, account monitoring, cross-sell intelligence, and a unified account view accessible on desktop or mobile. Sold to enterprise and mid-market distributors across HVAC, electrical, plumbing, industrial, medical, and foodservice verticals.
• White Cup Nexus AI conversational assistant that unifies ERP, CRM, BI, and customer data so users can ask questions in natural language and get answers from across the business. Built distribution-specific rather than as a generic AI bolt-on, with no ramp-up or training required; positioned as the easiest system in the distributor's business.
• White Cup BI Business intelligence component that combines with White Cup CRM to help distributors spot gaps in customer activity, identify customers who have not reordered, and surface opportunities for revenue growth and gross margin improvement. Used by enterprise and mid-market distributors to track repeat business, capital projects, and large bids.
• TDF CRM Additional CRM product variant within the White Cup portfolio, sold by Compass Sales Solutions to specific market segments within the distribution industry.
• Sherpa CRM Additional CRM product variant within the White Cup portfolio, sold by Compass Sales Solutions to specific market segments within the distribution industry.

Quantifiable outcome

• Over 10x ROI average first-year return-on-investment
• +3 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Salesforce Sales Cloud: Salesforce is the named primary competitor for White Cup (the company publishes a vs-Salesforce comparison page). It serves distribution customers as part of a broader horizontal CRM platform with significantly greater resources.
• HubSpot Sales Hub: HubSpot Sales Hub is a broad CRM and sales engagement platform used by distribution and wholesale businesses for contact management, deal tracking, and reporting. Competes with White Cup for the CRM layer in mid-market distributor tech stacks.
• Infor Distribution SX.e: Infor offers Distribution SX.e and broader ERP/CRM suites that compete for the same distribution IT budget as White Cup, often with bundled CRM and BI capabilities. A larger incumbent whose suite overlap threatens White Cup's standalone CRM position.
• Epicor Prophet 21: Epicor's Prophet 21 is an ERP and CRM platform purpose-built for distributors, serving HVAC, electrical, plumbing, and industrial supply verticals. Competes with White Cup at the system-of-record layer that White Cup integrates with.

Emerging players

• LeadSquared: LeadSquared is a vertical-oriented CRM and sales execution platform with distribution and field-sales use cases. Comparable as an emerging CRM player bringing automation and AI to mid-market sales teams similar to White Cup's target customer.
• Repsly: Repsly provides a mobile-first CRM and field execution platform used by distributors and field sales teams. Comparable as a CRM focused on field rep productivity and activity capture, an adjacent use case to White Cup's AI Field Notes.

Direct peers

• SugarCRM: SugarCRM is a mid-market CRM platform with flexible deployment and AI-driven sales features. Competes with White Cup for mid-market distribution accounts seeking a more configurable alternative to Salesforce.
• Distribution One: Distribution One (formerly SMS) provides ERP and CRM software tailored to wholesale distributors across industrial, HVAC, and plumbing verticals. Comparable because it bundles ERP with distributor CRM and serves the same vertical buyer as White Cup.
• Pipedrive: Pipedrive is an SMB-focused sales CRM used by distributors and wholesalers for pipeline management. Competes with White Cup for smaller distribution customers that may not need full ERP-grade integrations.
• Sales-i: Sales-i is a sales intelligence and CRM platform purpose-built for distributors and wholesalers, analyzing transaction data to surface upsell/cross-sell opportunities. Most directly comparable to White Cup's distribution-specific AI and ERP-integrated CRM approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCljmGhtm1e7MsfghjiTDfeg
• LinkedInlinkedin.com/company/compass-sales-solutions
• Xx.com/compasssales
• Facebookfacebook.com/compass-sales-solutions-111978505516952

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Compass Sales Solutions