Wholesale & Distribution
Northwind Trading
Cut quote-to-cash time by 62% by replacing four tools with Kudu.
Northwind ran quotes in Word, deals in a spreadsheet, expenses in email, and customer issues in a shared inbox. After consolidating onto Kudu, their SDR team closed 31% more deals in the first quarter.
"Kudu didn't just digitise our process — it forced us to actually have one. Sales, ops, and finance finally see the same numbers."
The problem
Northwind's sales motion looked clean from the outside but was held together by spreadsheets, copy-pasted Word quotes, and a Slack channel called #deals-help. Their team of nine spent over a third of every week on tool-switching alone.
What changed with Kudu
We consolidated CRM, Proposals, Expenses, and Issues into a single org. Quotes now generate from deal data with one click. Approvals route automatically. Customer-reported issues link back to the originating deal.
Outcomes
In the first quarter on Kudu, Northwind closed 31% more deals with the same headcount and reduced time-to-quote from 4 days to 6 hours.