Sales & Distribution in Ostendo Continuum ERP
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Ostendo Continuum delivers a fully integrated sales and distribution solution that manages the entire quote-to-cash lifecycle—from initial quotation and order capture through warehousing, delivery, invoicing, and after-sales obligations. Designed for wholesalers, distributors, manufacturers, and retail operations, Ostendo provides the flexibility to support both complex warehouse environments and simple counter sales within a single, unified ERP platform
End-to-End Quote-to-Order Management
Ostendo’s sales process begins with a powerful quoting engine that supports unlimited quote revisions, multiple presentation layouts, and optional product images to improve customer engagement and win rates. Quotes include expiry dates and follow-up alerts, ensuring opportunities are actively managed rather than forgotten.
When a quote is converted to an order, Ostendo highlights any changes in cost, price, or product attributes that may affect margin—protecting profitability while maintaining transparency. Built-in win/loss tracking and user-defined pipeline indicators provide valuable insight into sales performance and forecasting.
Order lines can be created using drag-and-drop, batch selection, historical sales, or single entry, and can include:
- Inventory items and kitsets
- Supplier catalogue items
- Non-inventory charges
- Custom configured products
Flexible Pricing, Promotions & Upselling
Ostendo features an extensive pricing engine with unlimited price levels, customer-specific pricing, quantity breaks, and effectivity dates. Full multi-currency support enables international sales with currency-specific pricing rules.
The Order Pricing Matrix automates promotions—such as bonus products or time-limited discounts—without manual intervention. In addition, Add-On Sales prompts encourage upselling and cross-selling by suggesting related accessories, consumables, or services at order entry.
Warehouse Fulfilment: Pick, Pack & Despatch
Ostendo supports complete warehouse workflows, from automated picking through to proof of delivery. Auto-picking logic, including FEFO (First Expiry, First Out), ensures efficient handling of perishable or date-sensitive goods.
Key capabilities include:
- Multi-warehouse and multi-location tracking (aisle, rack, row)
- Stock reservations for priority customers or large orders
- Full traceability by serial number, batch, expiry, revision, colour, grade, or size
- Quick counter-sale invoicing for retail or trade counter environments
This flexibility allows a single system to manage both sophisticated distribution centres and straightforward sales operations.
Multi-Site Distribution & Inventory Planning
For businesses operating across multiple locations, Ostendo includes Distribution Requirements Planning (DRP) to coordinate stock movements and order fulfilment between sites. Combined with Materials Requirements Planning (MRP), the system ensures replenishment decisions are driven by real demand.
Site costing allows freight and handling costs to be allocated across internal transfers, providing accurate branch-level profitability reporting and true landed cost visibility.
Invoicing, Billing & Revenue Control
Ostendo offers flexible invoicing options to suit diverse customer arrangements:
- Consolidated invoices across multiple orders
- Per-order invoicing
- Separate Bill-To customers for head-office billing
- Recurring invoices for rentals, subscriptions, or regular charges
Invoices and statements can be created individually or in batches and delivered directly by email, streamlining accounts receivable and improving cash flow.
Mobile Sales & Distribution Operations
Ostendo’s Freeway Mobile Platform extends sales and distribution into the field on iOS and Android devices. Configurable mobile solutions support:
- Sales quotes, orders, and instant invoicing
- Picking, delivery, and proof of delivery
- Barcode and RFID scanning
- Photos, signatures, voice notes, and checklists
- GPS location tracking and timestamps
Field sales teams can create customers or prospects, capture deposits, communicate with the office, and email documentation to customers in real time—online or offline.
Warranty, Asset & After-Sales Management
Ostendo automatically creates warranty and asset service records when items are issued from sales orders or jobs. User-defined warranties—covering parts, labour, or both—are tracked throughout their lifecycle, ensuring post-sale obligations are clearly managed and fully auditable.
All sales orders maintain a complete history of notes, documents, and interactions, creating a single source of truth for customer service and compliance.
A Unified Sales & Distribution Platform
By combining quoting, pricing, warehousing, mobility, invoicing, and after-sales management into one integrated system, Ostendo Continuum eliminates data silos and manual hand-offs. The result is greater visibility, improved customer service, and tighter control over margins and cash flow—across the entire sales and distribution operation.
Reporting & Visibility
Effective sales and distribution management depends on clear, real-time visibility across the entire order-to-cash cycle. A modern ERP reporting layer brings sales performance, customer behaviour, pricing effectiveness, and distribution efficiency into a single, actionable view—empowering sales leaders, finance teams, and operations managers to make confident, data-driven decisions.
End-to-End Sales Visibility
Gain a consolidated view of every sales transaction from quotation through to invoice and delivery, ensuring nothing falls through the cracks.
Key capabilities include:
- Real-time visibility of quotes, sales orders, backorders, deliveries, and invoices
- Drill-down from summary KPIs to individual transactions
- Status tracking across multi-warehouse and multi-channel sales
- Immediate insight into pipeline health and order fulfilment progress
This transparency improves coordination between sales, warehouse, and finance teams while reducing delays and disputes.
Sales Performance Analysis
Powerful sales analysis tools turn raw data into meaningful insight, helping you understand what is selling, who is buying, and where margins are made or lost.
Common sales analysis views include:
- Sales by customer, region, salesperson, channel, or product category
- Period-based comparisons (day, month, quarter, year-to-date)
- Trend analysis highlighting growth, decline, and seasonality
- Top and bottom performers by revenue, volume, or margin
Managers can quickly identify opportunities, underperforming areas, and emerging market trends.
Profitability & Margin Reporting
Not all sales are equal. Robust reporting reveals true profitability at every level.
Analyse margins by:
- Product, customer, customer group, or contract
- Salesperson or sales channel
- Order type, pricing tier, or discount level
This enables informed pricing decisions, targeted discount strategies, and improved sales discipline—protecting margins without sacrificing competitiveness.
Customer & Demand Insights
Understand customer behaviour and buying patterns to improve retention and forecasting accuracy.
Reporting highlights include:
- Customer purchase history and lifetime value
- Repeat vs one-off sales analysis
- Buying frequency and order value trends
- Demand patterns supporting better inventory and replenishment planning
These insights help sales teams personalise engagement while supporting operations with more accurate demand signals.
Distribution & Fulfilment Reporting
Sales performance is closely tied to delivery reliability. Integrated distribution reporting ensures service levels remain high.
Key visibility areas:
- On-time, in-full (OTIF) delivery performance
- Backorder and short-supply analysis
- Warehouse and location-based fulfilment metrics
- Delivery lead times and logistics efficiency
This data supports continuous improvement across warehousing, picking, packing, and dispatch.
Executive Dashboards & KPIs
Customisable dashboards provide at-a-glance insight for executives and managers.
Typical KPIs include:
- Total sales and gross margin
- Average order value and conversion rates
- Outstanding orders and invoicing status
- Sales vs budget and forecast comparisons
Dashboards can be role-specific, ensuring each stakeholder sees the metrics that matter most.
Data-Driven Decision Making
With integrated reporting and advanced sales analytics, organisations move from reactive reporting to proactive sales management—identifying risks early, capitalising on opportunities faster, and aligning sales, finance, and operations around a single source of truth.
This level of reporting and visibility transforms sales and distribution from a transactional function into a strategic growth engine.
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