Introduction
For lean distribution teams managing hundreds of accounts, the biggest challenge is not finding new customers—it is unlocking the revenue already sitting inside the ones they have. DBM, a fast-growing medical aesthetics distributor, partnered with Relay to solve exactly that. The results were immediate.
Customer Background
DBM is a medical aesthetics distribution company with a small but high-performing sales team managing a large book of accounts across consumables, injectables, and aesthetic devices. As a lean operation, DBM relies on its reps to identify cross-sell opportunities, track replenishment windows, follow up on samples, and re-engage inactive customers—all at the same time.
“It's literally impossible to track unless you have a huge team. We're lean, so we had to try different strategies. A lot of companies are dealing with this same problem.”
Challenge
Before Relay, DBM's reps had no reliable way to know which accounts needed attention and when. Three core problems were eating into their revenue every single day.
- 1. No visibility into cross-sell and replenishment opportunities: Reps manually combed through CRM and e-commerce order histories line by line to guess when a customer might reorder. There was no sense of order cadence, volume history, or buying patterns—just guesswork.
- 2. Sample follow-up was impossible to track: Samples went out regularly as part of the sales motion, but once sent there was no system to track who received them, when to follow up, or whether they converted to a sale.
- 3. Inactive customers were falling through the cracks: With hundreds of accounts to manage, reps gravitated toward customers already reordering on their own timeline. Quiet accounts were not identified, let alone re-engaged.
Solution
DBM implemented Relay to automatically surface the opportunities, risks, and signals buried across their accounts—so reps could stop hunting and start acting. Instead of reps spending hours stitching together context from their CRM, order history, and communication threads, Relay monitors every customer signal and delivers a prioritized action directly to each rep.
- Cross-sell identification: Relay surfaces customers likely to buy adjacent products based on purchase history and usage patterns, so reps know who to approach and what to pitch.
- Replenishment tracking: Relay monitors order cadence and buying windows, alerting reps when a customer is approaching their typical reorder point before the window closes.
- Sample tracker and follow-up: Relay tracks every sample sent, when it was delivered, and triggers follow-up with what to say and offer so no sample goes unconverted.
- Inactive customer re-engagement: Relay flags accounts that have gone quiet and equips reps with a re-engagement play to win them back.
“Before, you'd spend your whole day figuring out who to cross-sell, who to replenish, who's inactive, who to convert from a sample to a deal. Now it all comes to you. You open Relay and you know exactly what to do.”
Results
DBM saw immediate, measurable impact from day one on Relay.
- 55 deals closed totaling $76K in the first month: Revenue impact was measurable from day one on Relay.
- $35K closed in the first week alone: Early wins validated the platform before the first week closed.
- Sample tracking and follow-up systematized: Follow-up moved from ad hoc to a repeatable motion for the first time.
- Reps shifted from reactive to proactive: The team spent more time selling and less time searching for context.
“Before Relay, we were reacting. Now we're always one step ahead. It made it so that a lean team like ours is able to operate like a much larger one.”
Conclusion
For DBM, Relay didn't just improve an existing process—it replaced a broken one. By automatically surfacing cross-sell opportunities, replenishment windows, sample follow-ups, and inactive accounts, Relay gave a lean team the ability to act like a much larger one. The revenue was always there. Relay made it impossible to miss.