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  • An Industry Insider’s Perspective: Interview with Matthew Cromar, CPO at Facilisgroup

An Industry Insider’s Perspective: Interview with Matthew Cromar, CPO at Facilisgroup

Matthew M. Cromar, Chief Product Officer at Facilisgroup, brings a wealth of experience from his tenure at Ariba, where he helped shape the B2B e-commerce landscape, to his current mission of transforming the $25 billion promotional products industry in North America. In this candid interview, Matthew shares insights into Facilisgroup’s unique business model, the potential of AI in driving growth, and the challenges of scaling within a traditional yet evolving industry.

Q: Tell us about yourself and your journey to Facilisgroup.

Matthew M. Cromar: I was the first product manager for the Ariba Network, where I developed the B2B e-commerce standard, cXML, and worked on innovations like marketplace integrations. Over three tours spanning 18 years, I focused on zero-to-one product innovation. Today, the Ariba Network processes $5.4 trillion globally.

When I discovered the promotional products industry, I was struck by its size—$25 billion in North America—and its relative stability. Beyond that, I realized how integral promo products are to building company culture, especially in remote work environments. Everywhere I looked, I saw logos: plumbers, teachers, sports clubs, and more. It’s a massive yet underappreciated industry, and I saw an opportunity to bring my expertise to Facilisgroup.

Q: How does Facilisgroup differentiate itself in the market?

Matthew M. Cromar: Facilisgroup operates a two-sided business model:

  1. For Distributors: We offer a hosted ERP solution paired with a proven business operating model, enabling better margins and higher growth for distributors.

  2. For Suppliers: We provide preferred supplier programs with specialized pricing, rebates, and consolidated spend opportunities.

Our model accounts for 8% of North America’s promo industry volume, making us the largest consolidator of spend. We deliver not just software but a holistic solution that empowers distributors to thrive.

Q: Where does Sage fit in relation to your offering?

Matthew M. Cromar: Facilisgroup primarily serves distributors with revenue starting at $2 million, while Sage seems to cater to smaller distributors. What sets us apart is the operational expertise we bring. Facilisgroup provides software, supplier partnerships, and a proven business process that delivers measurable results. Our distributors consistently achieve better margins and higher growth rates compared to the industry average.

Q: What role does AI play in Facilisgroup’s growth strategy?

Matthew M. Cromar: AI offers transformative potential both internally and for customers:

  • For Suppliers: AI enables targeted marketing. For example, a supplier could create proposals with imagery tailored to specific verticals like dentist offices or sports teams.

  • For Distributors: AI helps personalize proposals, allowing distributors to differentiate themselves with curated content relevant to their customers.

Internally, we’ve adopted AI to improve product specifications, test case development, and code documentation. Once these tools are fully internalized, we’ll expand to customer-facing features and analytics.

Q: What unique features powered by AI will your customers find most useful?

Matthew M. Cromar: A standout application of AI is providing demand signals to suppliers. For instance, our platform tracks products included in proposals. If a product appears in 70 proposals, suppliers can better plan inventory to meet potential demand.

We aim to avoid gimmicky "Barney features" and instead focus on meaningful, scalable solutions. AI can unlock valuable insights from our data, helping suppliers and distributors make smarter decisions.

Q: Sustainability is a hot topic, but what about sales and go-to-market trends in the promo industry?

Matthew M. Cromar: Company store platforms are gaining traction. These distributor-managed portals host pre-approved merchandise for large clients like Google and now represent 20% of distributor business.

However, trust and personalization remain critical. Customers still prefer tactile experiences—touching and seeing samples before placing large orders. Our new web-based proposal-to-quote feature bridges this gap, offering e-commerce convenience while retaining human oversight. It allows customers to customize orders independently while keeping their salesperson involved.

Matthew M. Cromar’s leadership at Facilisgroup exemplifies the fusion of tech innovation and industry expertise. By combining a robust business model with cutting-edge solutions, Facilisgroup is redefining how distributors and suppliers operate in the promotional products space.

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