Built in CPG, for CPG

Food, beverage, natural products, and packaged consumer goods. The industry CentrixIQ was designed in — where trade spend, deductions, distribution gaps, and retail execution are the whole game.

The Hard Parts

What actually costs you money in CPG

Generic CRMs handle contacts and a pipeline. None of them handle the four things that decide whether a consumer goods brand makes its number.

Trade spend you can't tie to results

Trade is usually the second-largest line on the P&L and the least understood. Promotions get planned in one spreadsheet, accrued in another, and the deductions that settle them land somewhere else entirely — so nobody can say what a given promotion actually returned.

CentrixIQ plans promotions, holds the accrual, and links the settling deductions back to the promotion that created them. Trade promotion management →

Deductions you write off instead of dispute

Retailers and distributors short-pay for shortages, compliance fines, promotional allowances, and pricing discrepancies. Plenty of it is duplicate or unsubstantiated — but when it arrives as a remittance file nobody has time to parse, it becomes a write-off by default.

CentrixIQ categorizes every deduction by reason code, flags the disputable ones, and runs the dispute workflow. Deductions management →

Distribution gaps you find out about late

An authorized item that never made it to the shelf, a competitor's display where yours should be, a price that isn't the one you agreed to. Reps see all of it. Whether the company sees it depends entirely on whether logging it is easier than not logging it.

Mobile store visits with photos, planogram checks, and objectives that take seconds to complete. Retail execution →

A CRM that doesn't know what a broker is

In CPG the buyer isn't the customer, the broker isn't an employee, and the distributor isn't the retailer. Force that into a generic CRM's account-and-opportunity model and you end up with a system your team quietly abandons for spreadsheets.

Retailers, distributors, brokers, and buyers modeled as what they actually are. CPG CRM →

What Changes

From how it works now to how it should

Promotion plans live in a shared workbook that three people edit at once
One promotion record with an owner, an accrual, and an audit trail
Deductions get coded to a catch-all GL account and forgotten
Every deduction categorized, aged, and either accepted or disputed on purpose
Store visit notes arrive as text messages and photos in a group chat
Structured visits with photos attached to the account and the objective
Syndicated data downloaded monthly and pasted next to shipment data
NIQ, Circana, and SPINS flowing in beside your own numbers automatically
Every broker sends a differently formatted recap deck
Agencies working in your system, against your objectives
Within CPG

The segments we work with most

Different shelf, same machinery.

Food & grocery

Center store, perimeter, and frozen — with distributor deductions and retailer compliance fines as the main pressure.

Natural & specialty

Emerging brands scaling from a handful of accounts into national distribution without adding headcount.

Beverage

High velocity, heavy promotional cadence, and depletion reporting that has to reconcile against distributor numbers.

Household & personal care

Long shelf life, thin margins, and a promotional calendar negotiated a year out.

FAQ

Questions from CPG teams

CPG software is software built around the way consumer packaged goods companies actually sell: through distributors and retailers rather than direct to a shopper. That means it has to handle trade promotions and the accruals behind them, deductions and chargebacks taken off invoices, retail execution in physical stores, and a CRM that models retailers, distributors, brokers, and buyers as distinct things. Generic CRM and ERP systems handle none of that natively, which is why most CPG teams end up running a patchwork of spreadsheets alongside them.

Generic CRMs are built for direct selling: one account, one opportunity, one close. CPG selling has a broker representing you, a distributor buying from you, and a retailer whose buyer makes the decision — with trade spend and deductions attached to all of it. CentrixIQ models those relationships natively and includes trade promotion management, deductions recovery, and retail execution as first-class modules rather than custom objects someone has to build and maintain. If you need to keep an existing CRM, CentrixIQ integrates with Salesforce, Dynamics, and HubSpot.

Yes. CentrixIQ connects to NIQ, Circana, SPINS, and Crisp for syndicated and POS data, and to ERP and accounting systems including SAP, NetSuite, QuickBooks, Dynamics 365, and Xero for shipment and financial data. That means market data and your own numbers sit side by side instead of being reconciled by hand each month.

Not necessarily. Emerging brands tend to start with the CRM and retail execution modules and add trade promotions and deductions once distribution grows enough for those to matter. The Startup plan gives early-stage companies the full platform for up to five users at startup pricing, so you're not paying enterprise rates to grow into it.

Days rather than months for a standard configuration. Every plan includes onboarding, and connectors to common ERP, accounting, and market data systems are pre-built rather than custom development. Larger implementations with heavy historical data migration or custom integrations take longer, and our Concierge team can run those for you.

Part of a unified platform

Every module works with the others. Nothing here is a separate product with a separate login.

Trade Promotion ManagementPlan & track spend Deductions ManagementTrack & recover Retail ExecutionField & store visits CPG CRMAccounts & pipeline For ManufacturersBrand-side setup For Sales AgenciesMulti-principal ConnectorsERP & market data All IndustriesOther verticals

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