New Driven by DCKAP episode explores how automation is freeing inside sales teams to focus on customers instead of data entry
AUSTIN, TEXAS —Manual order processing remains one of the biggest bottlenecks for distributors. On the Driven by DCKAP podcast, Justin Johnson, CEO of Motivate, explains how AI-driven automation can capture unstructured requests from emails, texts, and handwritten notes and feed them directly into ERP systems. The result: faster turnaround times, fewer errors, and more time for teams to build customer relationships and growth.
Key Highlights
- Reducing Manual Order Entry: Automation can capture and process customer orders from emails, spreadsheets, or images, minimizing errors and freeing staff to spend more time with customers.
- Modernizing How Customers Buy: Distributors can now offer flexible ordering via voice, text, or drag-and-drop uploads that integrate directly with ERP systems.
- Turning Data Into Insight: AI-driven analytics surface customer trends and predict needs before they arise, helping sales teams move from reactive to proactive engagement.
Reducing Manual Order Entry
Johnson points out that order processing often consumes hours of staff time each day. “A quote will come in, or a request for an order comes in via email. That’ll include a handwritten note, a picture, or an Excel file,” he explains. “We read that unstructured content and free up time for the customer service rep to spend that time with customers.”
By automating repetitive order tasks, distributors can improve speed and accuracy while refocusing teams on higher-value work.
Modernizing How Customers Buy
Customer expectations have shifted toward convenience and immediacy. Johnson describes Motivate’s approach as meeting customers where they are: whether that’s on the phone, by text, or online.
“We have a voice agent where a customer calls a phone number. It interacts, looks up the customer account information and order history within the ERP, and can confirm that order via text or email,” he says. Customers can also drag and drop documents or PDFs onto a distributor’s website to place complex orders in seconds.
Turning Data Into Insight
Beyond process automation, Johnson emphasizes how data can guide smarter selling. “We look at existing order history and start to cluster customers that are alike. Our goal is to show up before the customer even knows it’s a need for them.”
These insights allow distributors to anticipate demand, personalize outreach, and strengthen account relationships to create a more proactive and informed sales culture.
Reclaiming Time for Strategy, Service, and Growth
For C-suite and technology leaders across distribution and manufacturing, the episode underscores a key theme: intelligent automation is creating time for strategy, service, and growth. As more organizations modernize their order management and customer engagement processes, automation is emerging as a competitive differentiator in an increasingly data-driven marketplace.
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- For information about ERP integration, check out the DCKAP Distributor Blog.
- Subscribe to the Driven by DCKAP Podcast.
About the Driven Podcast
The Driven by DCKAP Podcast is an audio and video show that explores B2B leaders’ stories, digital journeys, and insights on trends in distribution and manufacturing. The podcast is hosted by Karthik Chidambaram, Founder & CEO of DCKAP, who grew the company from a startup to a global team of more than 200 employees. Follow Driven by DCKAP Podcast on YouTube or LinkedIn.
About DCKAP
DCKAP is a leader in digital solutions that help distributors’ systems talk to each other. Its technology simplifies software integrations, e-commerce, and product information management for B2B companies. DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers automate data between ERP, e-commerce, and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit dckap.com or follow on LinkedIn.
About Motivate
Motivate is a sales process automation company that helps distributors and manufacturers streamline order processing, improve customer communication, and drive sales through AI-enabled solutions. Its technology processes unstructured data from any communication channel, email, text, voice, or document, to automate manual workflows and empower teams to focus on growth. Learn more at gomotivate.com.
