COMPARING WHITE CUP / PROTON.AI

White Cup shows your reps what already happened. Proton tells them what to do next.

Tracking data is not the same as growing revenue. Proton's CRM uses deep-learning AI trained on your ERP transaction history to tell reps exactly who to call, what to pitch, and which accounts are at risk — before deals slip away.

2.6x
avg. growth in year 1
11x
average ROI
42%
higher user engagement
Side-by-side comparison of a legacy CRM showing a basic list of accounts versus Proton AI's account view for Acme Supply, which displays YTD revenue of $842K, 62% wallet share, and AI-ranked next best actions — with an average outcome of 2.6x growth in your first year on Proton.
TRUSTED BY LEADING DISTRIBUTORS WORLDWIDE
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HEAD-TO-HEAD

How Proton and White Cup actually compare

White Cup is a familiar name in distribution, but familiarity and revenue growth are different things.
Here's what separates a legacy reporting tool from a modern AI growth platform.

CAPABILITY
WHITE CUP
Legacy reporting CRM
PROTON.AI
AI growth platform
RECOMMENDED
The AI
The AI
Rule-based alerts
White Cup's "AI" features are built on pre-configured rules and workflow automation, not deep-learning models. Reps still have to decide what to do with the data.
Deep-learning models
Proton trains purpose-built models on your full ERP transaction history. Every order, SKU, and customer pattern is absorbed to surface ranked, rep-ready actions every morning.
Who it's built for
What it's built for
Data visibility
White Cup makes ERP data accessible through dashboards and BI reports. It answers "what happened?" not "what should I do next?"
The full distribution sales cycle
Proton was built exclusively for wholesale distributors. Every AI model, every ERP integration, and every rep workflow was designed around how distribution teams actually sell.
What reps get
What reps get
Input first, insight second
White Cup requires reps to log activity and pull reports to find opportunities. The system stores what your reps do, it doesn't guide what they should do next.
The next best action
Proton's Pronto AI serves each rep a ranked, personalized action list every morning, and tells them which accounts to call, what to pitch, and which customers are quietly declining.
Platform scope
Platform scope
CRM + BI only
White Cup offers CRM and business intelligence. There's no PIM for managing product data, no eCommerce AI for your website, and no order/quote entry automation.
One platform
CRM, PIM, eCommerce AI, and order entry automation in a single integrated suite. Every module shares the same data layer, so the more you use Proton, the smarter it gets.
Proven outcomes
Outcomes
Better reporting
White Cup customers report easier access to data and faster report generation. The value proposition is visibility, not measurable revenue growth.
2.6x growth, 11x ROI
Proton customers see measurable revenue outcomes, not just better reporting. 2.6x organic growth in year one and 11x ROI are what distributors actually want from their tech investment.
WHY DISTRIBUTORS SWITCH

Why distributors move from White Cup to Proton

01
INPUT VS. OUTPUT

Your reps don't want to type, they want to sell.

White Cup is built around data input. Reps log activity, pull reports, and have to figure out the opportunity themselves. Proton flips that: it inputs data for your reps and delivers a prioritized action list every morning. When reps get wins from the tool on day one, adoption takes care of itself.

02
INNOVATION TRAJECTORY

Twenty years of the same tool isn't a track record. It's a warning sign.

In the time White Cup has existed, distribution has changed dramatically. Proton has launched AI recommendations, a PIM, eCommerce AI, and is rolling out order entry automation, all on one platform. Ask White Cup what they've shipped in the last two years. The two systems are moving in very different directions.

03
THE ROI MATH

Cheaper isn't cheaper if it doesn't grow revenue.

White Cup's pricing model looks attractive on a spreadsheet, especially at scale with unlimited seats. But Proton customers average 2.6x organic growth in year one. What's a 2.6x revenue lift worth to your business? The ROI math isn't close.

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 White Cup before you sign

If you're evaluating White Cup, make sure you're getting answers to these — not just a polished demo.

?
“Will White Cup tell my reps which accounts are declining before they churn. or will my team only find out when the order stops coming in?”
?
“Beyond dashboards and reports, will White Cup proactively tell each rep which specific products to pitch to each customer, based on their actual ERP order history?”
?
"If my needs expand to include PIM, eCommerce AI, or order entry automation, will White Cup cover those. or will I need to add another vendor?"
?
"What meaningful new capabilities have White Cup shipped in the last two years, and what's on their product roadmap for the next twelve months?"
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 about switching from White Cup

What's the difference between White Cup and Proton?
We've already integrated White Cup with our ERP. Is switching to Proton a major lift?
Our team is used to White Cup. How do you handle change management?
White Cup says they now have AI. How is Proton different?
We only need CRM right now. Do we really need everything Proton offers?