True North built one hub for wholesale sales

At a glance

Total order volume

$605K+

Committed orders

70

Monthly order growth

2x

Self-serve basket breadth

18.5 SKUs

The Company

A lean sales team covering Michigan

True North Collective is a Michigan cannabis manufacturing and distribution company producing gummies, concentrates, and flower for retail partners across the state.

The wholesale team is small by design: four regional sales managers led by Brett Booth, Director of Sales and Marketing. Each rep owns a territory, manages account relationships, and keeps buyers moving across a large catalog.

Carri Boersma covers the west side of Michigan. She has been with True North for more than four years, and she quickly became the team's most active Superbud Order user.

The Problem

Too many tools, not enough answers

Before Superbud Order, True North's sales workflow was split across too many systems. One platform handled inventory. Another handled CRM notes and email tracking. Ordering lived somewhere else. Reporting meant pulling data out by hand.

None of those systems gave Brett one clean view of the team. Simple questions became spreadsheet projects: which reps were expanding baskets, which accounts were slowing down, how often buyers reordered, and where the sales team should focus next.

The problem was not just order entry. It was the cost of context-switching across a lean team already spending most of the week in the field.

You're hopping as a sales rep into four or five different things. It almost becomes a joke where it's like, was that a chat? Was that a text? Was that a Slack?

Before and after

The Change

The rollout became a team adoption sprint

Brett and the Superbud team treated the rollout like an adoption program, not a software handoff. The team ran a four-week sprint with weekly usage recaps, rep-level order counts, and incentives tied to platform activity.

That mattered because platform transitions usually fail quietly. Reps nod in training, then fall back to the path they know. True North made usage visible every week, so the platform stayed connected to the team's existing goals.

Carri pushed the buyer side even harder. When a buyer asked for a menu, she sent the Superbud link. When she entered an order for a buyer who had not accepted an invite, she resent it and followed up by text. It usually took more than one touch. She kept going.

Just having those weekly recaps saying how many orders were put through the platform really put it in the front of their minds.

The Results

$605K+ through Superbud Order in the launch window

$605K+ across 70 committed orders

Through the first measured launch window, True North ran more than $605K in total order volume through Superbud Order across 70 committed orders.

Order count doubled month over month

The adoption curve moved from 1 order in February to 7 in March, 18 in April, and 39 in May. May alone produced more total order volume than the first three months combined.

Self-serve buyers built broader carts

Buyer-generated orders averaged 18.5 distinct products, compared with 16.5 for rep-entered orders. When buyers could browse the visual storefront themselves, they found more of the catalog.

Ordering on other platforms has not ever been this easy.

Buyer Adoption

The power user showed the model

Carri accounted for 39 of the team's 70 committed orders in the measured launch window, representing 56% of all orders and more than $200K in total order volume.

The difference was not a secret workflow. It was persistence. She kept putting the storefront in front of buyers until it became the easier path. About a third of her active buyers started placing orders on their own through the storefront.

For a sales manager, that changes the shape of the day. A buyer can build the order without waiting on the rep, and the rep can spend more time on account growth, education, and follow-up.

I love it. It makes me smile. Makes my day.

The Vision

One hub for the whole sales workflow

For Brett, the bigger win is not just easier ordering. It is the path toward one central hub for the sales team: ordering, CRM, reporting, customer notes, account health, and follow-up in one place.

That matters for a team that runs lean. A sales leader should not need to download six months of line-item data just to understand which accounts are expanding, which buyers are drifting, or where a rep needs support.

After seeing Superbud's Ask Superbud workflow pull buyer context and account recommendations from platform data, Brett saw the next step clearly: answers that used to take half a day in spreadsheets could become part of the operating rhythm.

It goes from an I think to this is clearly in front of me, which is really helpful.

Why It Stuck

What changed for True North

The platform did not just replace an ordering tool. It gave the team a cleaner operating model.

Word of Mouth

The team started recommending it

The clearest sign of adoption is what happens when the customer is not being interviewed. Brett has started pointing other brands toward Superbud when he sees them still running wholesale off spreadsheets. Carri has done the same when buyers ask what she thinks of the platform.

That kind of recommendation is hard to manufacture. It shows up when a platform makes the work lighter enough that operators want other operators to have the same thing.

When you have success and your life becomes easier, you want to share it with the people that you care about.

Key takeaways

For lean sales teams

• A buyer-facing storefront reduces the amount of order reconstruction reps have to do by hand
• Adoption improves when usage is visible, measured, and tied to the team's existing sales rhythm
• Power users can prove the buyer onboarding motion before the whole team fully catches up

For sales leaders

• Disconnected tools make basic sales questions harder than they should be
• Order data becomes more useful when it lives in the same platform where reps and buyers work
• The next unlock is not more dashboards. It is faster answers from the operating data already being created