COMPARING SPIRO / Proton AI

Anti-CRM Is Not the Same as Pro-Revenue.

Spiro was built for manufacturers and sold to a private equity roll-up. Proton was built for wholesale distribution from day one, and the founding team is still here to prove it.

2.6x
avg. growth in year 1
11x
average ROI
42%
higher user engagement
A graphic showing the spiro logo in the background with a line that leads to the proton AI logo. There are text cards around it showing Proton's capabilities, such as 2x higher CRM usage, purpose-built for distribution, Pronto AI built in, 12 week go live.
TRUSTED BY LEADING DISTRIBUTORS WORLDWIDE
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HEAD-TO-HEAD

Spiro vs. Proton: Not all AI is the same

Spiro is built to track rep activity. Proton is built to grow distributor revenue. Here's how they differ on the things that matter.

CAPABILITY
Spiro
Activity tracking CRM
PROTON.AI
AI growth platform
RECOMMENDED
The AI
The AI
AI for manufacturing workflows
Spiro's AI can flag when an account goes quiet or a quote stalls. But it was built for manufacturing workflows, not wholesale distribution. It doesn't understand wallet share by category, line-card penetration, or branch-level buying patterns, so the guidance your reps get is generic, not specific to how distributors actually grow accounts
Deep-learning models
Proton's AI is trained on distribution purchase patterns. It pulls from every SKU trend, wallet share gap, and churn signal buried in your ERP. It surfaces what no one was monitoring, then tells each rep exactly what to do about it.
Who it's built for
Who it's built for
Generic CRM, adapted
Spiro was built for generic sales teams and adapted to work for manufacturers and distributors. It has no native ERP integration and no transaction-level data, which means it can only tell you what your reps reported, not what's actually happening in your accounts.
All distribution companies
Proton was built from day one for wholesale distributors. Every workflow, every AI model, and every ERP integration is purpose-built around how distributors actually sell.
What reps get
What reps get
Tracks what they did
Spiro gives reps a clean place to log activity and follow up. What it wasn't built to do is understand distribution, wallet share by category, product line decline by branch, or what to pitch based on a customer's actual purchase history.
The next best action
Every morning, each Proton rep gets a prioritized list: who to call, what to pitch, and why. That guidance comes from live ERP data, not rule-based alerts. AI reads every account's history and spots the patterns reps would otherwise miss.
Platform scope
Platform scope
CRM only
Spiro is a CRM, and only a CRM. When you need product data management, eCommerce AI, or order/quote entry automation, you'll be looking for another vendor.
One platform
CRM, PIM, eCommerce AI, and order entry automation in a cloud suite. Every module shares the same data layer, so the more you use Proton, the smarter it gets.
Proven outcomes
Founding teams
Sold and left the building
Spiro's CEO and founding team have left the building in a sale to Cordance. The people who built the product, defined the vision, and made the promises to your business are gone. What remains is a platform without the leadership that created it.
Built by the team that's still here
Proton's founding team isn't just still here, they're more invested in your success than ever. The people who built this product are the same ones answering for your results. That kind of accountability doesn't exist when leadership has already moved on.
Platform demo

See Proton CRM in action

WHY DISTRIBUTORS SWITCH

Why teams switch from Spiro to Proton

01
We're STILL HERE

Spiro's founders left. Proton's are still building.

Spiro is now a business unit inside a private equity portfolio. The team that built it has moved on. Proton's founding team is still running the roadmap, still accountable for your results, and still talking to wholesale distributors every day. That kind of commitment doesn't survive an acquisition.

02
BUILT FOR DISTRIBUTION

Distribution isn't just a market. It's how the AI thinks.

Spiro was built for generic sales teams and adapted to work for distributors. Proton was built for distribution from day one, with native ERP integration, transaction-level analytics, and AI models trained on how distributors actually sell. There's no adapting. It just fits.

03
ONE PLATFORM, NOT A PATCHWORK

When your needs grow, Spiro runs out of runway.

When you need eCommerce AI, PIM, or order/quote entry automation, Spiro can't help. You'd be buying another vendor for every new capability. Proton is a full distribution growth platform. With CRM, PIM, eCommerce AI, and order entry in one place, all connected to the same data layer.

THE NUMBERS SPEAK FOR THEMSELVES
2.6x
the average sales growth clients see in just 1 year with Proton
11x
the average ROI Proton clients gain
42%
higher user engagement vs. all-purpose CRMs
12 weeks
the average time it takes clients to go-live
BEFORE YOU BUY

Questions to ask about Spiro before you decide

Not all AI is created equal. Before you commit to an activity-tracking CRM, make sure you're getting answers to these.

?
“When "set it and forget it" doesn't deliver revenue growth, what's Spiro's plan? Ask for customer references who saw measurable growth, not just better activity tracking.”
?
“If you need eCommerce AI, a PIM, or order/quote entry automation in the next 12 months, will Spiro be there, or will you be starting a new vendor search?”
?
"With Spiro's original leadership gone, who is driving the product roadmap for wholesale distribution?"
?
“Spiro was built as a generic CRM. How many of their customers are wholesale distributors, and how many of their product decisions are shaped by distribution-specific needs?"
CUSTOMER VOICES

See what our customers have to say

“Proton gets info to our sellers fast and effectively, so they can talk about what’s relevant and what’s important. With Proton, our team has better discussions with customers.”

Tim Babco (Ad)
CIO
·
ORS Nasco

“Proton is a sales stimulant, helping us grow our business through recommended products.”

Eric Wessinger
President & CEO
·
Richards Supply

"Proton is the best ROI of any tech investment we've made in the past 30 years."

Mike Page
CMO & CTO
·
R.S. Hughes

“The value of Proton for our industry is that right out of the box, it speaks our language. It understands what challenges distribution companies have.”

Jason Moorehead
VP of Sales
·
Swish Maintenance

"Proton is one of the greatest sales tools that we've ever had at Midwest Wheel."

Sean Kinter
Sales Development Manager
·
Midwest Wheel

“Just think of the best assistant you’ve ever had. You can plug an account number or contact name into the system and get all the information you need within seconds.”

Dave Purdy
General Manager
·
Swish Maintenance

"After I got into Proton, my sales skyrocketed. Proton hasn’t just helped me maintain and build my business; it's also helped me personally. It has made me a better sales rep."

Chelsea Reddell
Sales Consultant
·
Salon Services Pro

“We’re seeing a 3x profit return for every dollar spent on Proton software. What makes Proton different is the people and their domain expertise. It feels like we have a partner — a group that’s living and breathing distribution. They understand the unique challenges distributors face.”

Erik Gershwind
President & CEO
·
MSC

“Just the ability to summarize and share call notes easily with the branch has been huge. We used to edit and summarize them manually, now it’s just three clicks. It’s probably gained us a day each week.”

Aaron Soloski
Sales Manager
·
Aquifer

“Before Proton, it would take me 10 to 15 minutes to do my research on an account. Now it’s just a minute or two.”

Zeina Shahabeddin
Inside Sales Development Manager
·
Swish Maintenance

"Proton has made our sales team much more proactive, rather than just reacting to incoming orders. This has helped us increase the order size per invoice. Proton has increased the amount of sales our team has been able to close."

Kyle Schull
President
·
Building Products Inc.

“One time, we said, ‘For one week, trust every recommendation that Proton gives you and talk with your customer about it.’ They had a 40% close rate on brands that they never would have talked about before.”

Guy Lacey
Vice President
·
Salon Services Pro

"Pronto saves me 2 hours a day, easily. It’s very user-friendly, even for guys who don’t love tech. I use it to do call notes: after a call, I bring up Pronto, hit the microphone, talk into my phone, and it logs a note, so I can move on. With that time back, I can see 3 more customers a day."

Dave Hammett
Outside Sales Rep
·
BPI

"Proton’s added one day's worth of sales per month. Sales reps are getting a full day of extra sales revenue attributed to Proton."

Adam Crews
Director of Sales
·
Chattanooga Shooting Supplies

"Customers appreciate when you show up prepared. Pronto helps you be that rep. Before, we were jumping from screen to screen, report to report. Now it’s all right there, within seconds."

Darlene Long
Account Manager
·
Swish

“When a CRM works, everybody gets on board pretty quick. So far, we’ve had a lot of wins. That makes it contagious; if everybody sees that guy got that sale, they want to get the next one.”

Eric Wessinger (Ad)
President and CEO
·
Richards Supply

"It’s not just a reporting tool, it’s a sales growth engine. We’re giving the sales team a sports car, not a ball and chain."

Dane LeBel
Inside Sales Director
·
Vallen

“If someone’s off sick or on holiday, anybody on the team is able to jump into their accounts and know exactly what’s happening. That makes onboarding new reps and coverage easier, and helps us maintain the same level of customer service, whether the rep is in-house or not.”

Crystal Howat
Director of Technology and E-Commerce
·
Aquifer

"Pronto has been the biggest game changer for us. I believe we're one of the biggest users of it."

Steve McEnany
Senior VP
·
Midwest Wheel

“Proton makes us look like experts. The customer thinks we know everything — because the tool does.”

Ryan Barnett
Inside Sales Manager
·
Vallen

“We’ve gone from zero CRM culture to everyone talking about Proton every single day. That in itself within 3 months of launching has just been spectacular.”

Victoria Blair
Sales Enablement Leader
·
Swish Maintenance

“Before Proton, important info was buried in reports and often overlooked. With Proton, the data is right at our fingertips, easy to access and actionable. It's a game-changer for our daily routine.”

Matt Goldberg
Regional Manager
·
Benco Dental

“Our reps don't see Proton as a chore. We have a call target of 50 per week, but some reps are making double that. They're going above and beyond because they can see their progress every day in Proton."

Matthew James
President & CEO
·
Purity Life

"With Proton, our sales reps don't need to dig through account history or juggle gap reports anymore. They simply hop into Proton, see which customers are at-risk, and start reaching out."

Adam Crews
Director of Sales
·
CSSI

"If you’ve stumped yourself on what to sell, you can reach in and grab Pronto to take you to another level."

Shawn Baloun
Inside Sales
·
BPI

“Our sellers are staying active and engaged with Proton, using it on a daily basis.”

Tim Babco (Ad)
CIO
·
ORS Nasco

“Proton pulls data from all our systems, so it's all in one place. It’s been a huge time saver. A task that used to take about an hour now takes me less than ten minutes.”

Carly Albrecht
Regional Sales Manager
·
Purity Life

"We used to see large projects quoted by our quotations team, but communication didn’t always reach outside sales for proper follow-up. Proton’s had a big impact helping with that. I would absolutely recommend Proton to anybody in the distribution business. It checks all the boxes for us."

Schaun Corbett
VP of Sales
·
Aquifer

“I’m not the best email writer, so Pronto really helps me get to the point of what I’m trying to say.”

Dave Hammett
Outside Sales Rep
·
BPI

“One of our new reps pitched products to a large account based on Proton’s recommendations. The customer said, ‘I never knew you supplied those products.’ Now we’re in the final stages of closing a huge deal with that customer—all within the rep’s first 90 days.”

Zeina Shahabeddin
Inside Sales Development Manager
·
Swish Maintenance

"Proton answers the 'who do I call first?' question for you. When you use Proton, you basically become a sales analyst without even trying, because all the info you need is served to you."

Adam Crews
Director of Sales
·
CSSI

"Pronto makes me look smarter, gives me the info I need, and never judges my questions."

Darlene Long
Account Manager
·
Swish

"Proton is an effective tool to save you time. For new people, this is probably the single most effective tool. It gives you all the information you need."

Cody Olson
Territory Assistant
·
Midwest Wheel

“In just two minutes in the car, sales reps can skim through the Proton app and see everything going on with the customer they're visiting."

Katy Cohen
CRO
·
Benco Dental
SCHEDULE A DEMO

Find out what makes Proton the top CRM choice for distributors

In 30 minutes, you'll see exactly how Proton compares to your current stack — and what it'd look like for your reps.

  • See how Proton turns your ERP data into next-best actions
  • Get advice on refining your sales strategy from distribution experts
  • A platform overview tailored to your book of business
faq

Common questions from teams evaluating Spiro

What's the difference between Spiro and Proton?
Spiro has ERP integrations. How is Proton's integration different?
Is switching from Spiro to Proton disruptive?
What happens to the Spiro roadmap now that the founding team has left?
What does Proton do that Spiro simply doesn't offer?