The question that keeps every CFO up at night isn’t about top-line growth—it’s about profitable growth. We’ve all seen high-revenue accounts that, after factoring in all costs, turn out to be major resource eaters. In today’s complex supply chain and competitive landscape, relying solely on revenue figures is no longer enough; it’s the difference between selling to grow and selling smart.
WrxFlo AI’s Customer Account Profitability (CAP) solution cuts through the complexity of traditional accounting to give you an undeniable, actionable view of exactly where your profit is generated and where it leaks out.
Moving Beyond Revenue: The CM Reality Check
For strategic decision-making, we need to move past simple Gross Margin. WrxFlo calculates true contribution margin, often down to Contribution Margin(CM), by integrating every relevant cost into the customer P&L: deviations, logistics, sales, marketing, and support.
This is often where the reality shock hits. For one of our customers, the overall gross profit percentage stood at a healthy 40.57%. But once we factored in downstream and overhead costs—bringing us to the CM view—that profit dropped significantly to 24.74%. This immediate transparency allows you to see the real impact of operational failures directly on a customer’s balance sheet.
For instance, identifying an issue like recurring leakages at a specific site revealed that while the sales division was winning, the cost of rectifying the issue made the entire account unprofitable for that specific product line, moving it to the bottom of the profitability ranking.
The Holistic View: Cash, Risk, and the CO2 Footprint
A modern CFO’s mandate extends far beyond P&L. WrxFlo delivers a holistic customer profile by integrating critical non-P&L KPIs:
- Working Capital: We measure each customer’s Days Sales Outstanding (DSO) to directly link profitability with cash flow health.
- Service Level & Operations: We track DPCRD (Delivery Performance to Customer Requested Date) or OTIF. Crucially, as the adage goes, if you don’t have the product available, you can’t serve the customer. Your service performance (DPCRD) is directly limited by your product availability, making this a foundational metric for sustainable profit.
- Sustainability: We measure each customer’s CO2 footprint. With sustainability becoming heavily weighted in large tenders, this allows you to proactively manage future bid risks and align with ESG strategy.
Strategic Action: What-If Analysis and Segmentation
WrxFlo enables proactive financial management by turning data into strategic scenarios:
What-If Analysis: Quantifying the Disengagement Strategy
What if you drew a line in the sand? By setting an unacceptable profit margin (e.g., a 10% CM threshold), the platform instantly quantifies the business impact of disengaging from those “resource eaters.”
- Example Result: Identifying 85 customers with $5.5 million in sales making a collective loss of $430,000. Disengaging from these accounts would save over $326,000 in direct freight costs and eliminate 131,000 kg of CO2—a quantifiable win for both the bottom line and sustainability goals.
Profitability-Driven Segmentation
We go beyond simple sales volume ranking. By cross-referencing sales outlook (e.g., Strategic, Premium) with actual profitability, finance can empower sales. Why are some “Premium” accounts outperforming “Strategic” accounts in terms of profit? This analysis empowers the sales team to prioritize disciplined pricing and resource allocation over volume chasing.
The Intelligence Layer: JenAI for Instant Insight
Complex data is useless if it can’t be accessed quickly. The JenAI layer is designed to be the CFO’s instantaneous co-pilot, bypassing clicks and dashboards for direct answers.
Instead of hunting for reports, you can simply ask the platform:
- “What were the total sales for 2025?”
- “Which site has the lowest profit?”
The most powerful feature is Deep Research. When a concerning answer appears (e.g., “X site has the lowest profit”), a single prompt—“Deep Research X site”—generates a complete, accurate, and exportable data table detailing the issue by division, profit percentage, rank, and expected rank. This is insight at the speed of decision-making.
Summary: Grow Profitably, Not Just Globally
Customer Account Profitability gives Finance the visibility to act in alignment with corporate strategy, not simply to react to monthly reports. By using WrxFlo AI, you can:
- Identify and divest from non-profitable resource consumers.
- Improve pricing discipline and resource allocation.
- Empower Finance and Sales to collaborate on shared profitability goals.
It’s time to put your data to work and shift your business focus from growth volume to profit velocity.
