Wholesale Sales Automation in Bitrix24: Funnels, Automation Rules and Integrations
Contents
Bitrix24 is often configured using a retail sales template: lead, deal, payment, closed. A wholesale company operates differently. Most revenue comes from regular clients who order repeatedly, and the manager's primary task is not just finding new clients, but retaining existing ones.
Wholesale pipelines
New clients
Lead, qualification, sending a price list, trial order, contract signing, first shipment. Pipeline goal: guide the client to regular purchases.
Repeat orders
Not every repeat order needs to become a deal. It is more practical to log orders as events in the client card and create deals only for large or non-standard orders.
Projects and tenders
Large one-off deliveries: calculation, specification approval, commercial proposal, tender, delivery.
Retention
A dedicated pipeline or tasks for clients who reduced order volume or have not ordered in a long time.
Automation rules and business processes
Useful automations for a wholesale company:
- a task for the manager if a client has not ordered longer than their usual interval;
- a notification when a credit limit is exceeded according to 1C data;
- manager approval for discounts above a set threshold;
- an accounts receivable reminder a few days before the due date;
- automatic sending of a price list or quote based on a template;
- a call task after the first shipment to a new client.
Integrations without which automation does not work
- 1C or MoySklad: orders, payments, shipments, outstanding debt. Without this data, automation rules rely only on what the manager entered manually.
- B2B portal: dealer orders enter the CRM automatically.
- Telephony and messengers: communication history in the client card.
- Website: requests with source details for advertising analytics.
Reports for management
- revenue and margin by managers and clients from 1C;
- order dynamics for regular clients;
- conversion rate of the new client pipeline;
- clients at risk of churn;
- overdue debt by manager.
Common setup mistakes
- one pipeline for everything;
- a deal for every repeat order, which makes the pipeline meaningless;
- lack of accounting data in the CRM;
- dozens of undocumented automation rules that no one understands;
- managers duplicate work in CRM and 1C.
Frequently asked questions
Do you need an integrator if you set up the pipelines yourself?
You can set up pipelines on your own. An integrator is needed to connect with 1C, MoySklad, and the portal, as well as for automations that rely on accounting data.
Is the cloud or on-premise version better for wholesale?
It depends on data hosting requirements and customizations. For most tasks, the cloud version is sufficient.
How long does setup take?
Pipelines and automation rules take a few weeks to set up. Integrations with your accounting system add time depending on complexity.
