Artificial intelligence-backed distribution growth platform Proton.ai announced June 6 that it has partnered with industry cloud solutions provider Infor to help distributor boost their revenue growth.

The two distribution technology providers — sponsors of MDM’s upcoming SHIFT Conference, to be held Sept. 18-20 in Denver — said the partnership aims to boost revenue growth for Infor’s customers by enhancing the CRM experience with AI.

Proton noted that the collaboration represents a significant industry milestone, underscoring Proton and Infor’s commitment to provide innovative AI and tailored CRM solutions that improve the customer experience for distributors.

“This partnership with Infor represents our shared commitment to harness AI for revenue growth,” Proton founder and CEO Benj Cohen said. “As a B2B distributor, the heart of your success lies in account relationships. Distributors serve as the critical bridge between manufacturers and customers. Proton’s AI-powered CRM offers an unprecedented level of customer and product insight, empowering distributors to deepen these relationships, remaining competitive and relevant in a competitive environment.”

“By combining the intelligence of Proton’s AI-powered CRM with the robust capabilities of Infor CloudSuites, we have created an unmatched technology stack for distributors,” said Steve Levy, Infor Vice President of Enterprise Architecture for Distributors. “This is not just about improving efficiency or streamlining operations; it’s about empowering distributors to truly scale their businesses. We believe this partnership will enable distributors to significantly grow revenue and profitability.”

Proton’s CRM system provides in-depth insights into customer and product information, enabling distributors to strengthen business relationships in a highly competitive environment. The AI-backed platform integrates with Infor’s ERP and eCommerce platforms to use historical transactional data to identify high-priority customers, anticipate customer reorders and find potential wallet share gaps across sales channels. Proton also enables distributors to personalize their eCommerce sites based on customer behavior across all channels.

In a news release, Proton detailed that with distributors selling to thousands of customers while managing a product catalog filled with millions of SKUs, sales teams often struggle with disjointed data, reactive sellers and impersonal service. These sellers struggle to identify the most profitable allocation of their time, predict customer reorder, and discover wallet-share gaps, said Proton. Similarly, e-commerce distribution teams often find it difficult to replicate online the kind of experience customers would get from a live sales representative.

Proton cited ORS Nasco — a master wholesaler of industrial and safety supplies — as an early benefactor of this integration, quoting ORS President and CEO Kevin Short: “Integrating Infor’s ERP data with Proton’s AI-driven CRM has helped our sellers have faster, easier access to the data they need to enable more focused and meaningful conversations with our customers, driven by Proton’s AI-guided recommendations.”