Systems of record
- Orders
- Shipments
- Inventory
- Invoices
- Customer and product masters
Fulfillment
You won the order.Don’t lose the revenue in fulfillment.
Grabb watches what customers ordered, what actually shipped and what is still at risk, then gets the right response moving before the gap becomes a customer problem.
For CPG brands, distributors and manufacturers managing more orders, SKUs and customers than a team can manually reconcile.
Keep your ERP · Use the order and fulfillment data you already have
When fulfillment starts to scale
More orders create more ways for customer promises to break.
Winning more orders means more shipments, more SKUs, more accounts and more places a commitment can slip. Teams still reconcile ordered vs fulfilled by hand while exceptions multiply.
By the time the customer calls, the gap already exists.
The data is usually there. The hard part is continuously connecting the order, the shortfall, the customer and the revenue at risk.
- An order ships short and follow-up stalls.
- A strategic customer keeps receiving incomplete shipments.
- Backorders accumulate without a clear owner.
- A growing SKU repeatedly cannot fill demand.
- Fill rate slips while order volume rises.
The fulfillment gap
Your ERP records the order.Your customer experiences the gap.
Systems of record capture what was entered. They do not continuously show which customer commitments broke, what revenue stays open, or who should act next.
The systems record
- Order created
- Quantity ordered
- Shipment recorded
- Invoice issued
- Backorder status
- Inventory on hand
The business needs to know
- What was promised vs what shipped
- Which customers are shorted
- Which SKUs keep failing
- How much value is still unfulfilled
- Who should respond
- Whether the gap is getting worse
The real problem is not the missing quantity. It is what that missing quantity puts at risk.
From gap to response
Every unfulfilled order creates a decision.
- 1
Customer order
- 2
What was fulfilled
The gap
- 4
Customer + revenue impact
- 5
Priority
- 6
Execute or escalate
Illustrative exceptions
- A growing SKU repeatedly ships short
- A brand’s fill rate is falling
- A strategic customer receives incomplete orders
- Backorders leave demand open without a clear next step
Routine responses stay within the rules. Exceptions that need judgment escalate.
Grabb connects each gap to the affected customers, SKUs and order value, then applies the configured response or brings the decision to the right person.
Built for
- VP Operations
- COO
- Supply Chain Manager
- Customer Service Manager
- Sales Director
- General Manager
- Brand Manager
01 · Fill rate
A falling fill rate is not just a percentage.It is customers receiving less than they asked for.
Fill rate measures how much of ordered quantity was fulfilled. Grabb tracks it by product, brand or supplier, and customer so repeated short shipments surface before they become a service pattern.
Product fill rate
Identify SKUs with recurring short shipments and rising backorder pressure.
Brand or supplier fill rate
Compare shortages across brands and linked suppliers where that association exists in your data.
Customer fill rate
See which accounts repeatedly receive incomplete orders.
See the pattern before another customer feels it.
02 · Revenue at risk
The order was worth something.So is the part you did not fulfill.
Unfulfilled value is the gap between what customers ordered and what you fulfilled. That gap can still be recovered, delayed or confirmed lost. Treat it as revenue at risk until the order outcome is known.
Ordered−Fulfilled=Unfulfilled value
What can still be recovered?
Revenue at risk is not automatically a lost sale. Count a lost sale only when the order outcome supports that conclusion.
Prioritize the gaps where revenue can still be protected.
Illustrative: unfulfilled order value
$27,800
03 · OTIF
Customers do not experience OTIF.They experience whether you kept the promise.
OTIF combines on-time and in-full performance. Grabb tracks the commitments that matter using the order and delivery data available from your connected systems.
On time+In full=Promise kept
One late order may be noise.
Repeated failure with the same customer is a pattern.
Know which commitments are slipping before service problems become relationship problems.
What Grabb tracks
- On-time deliveries
- Complete deliveries
- Orders delivered on time and in full
- Trend over time
- Customer-level exceptions
04 · Action
Not every fulfillment gap deserves the same response.
Grabb prioritizes gaps by impact so teams spend time where the customer, the SKU and the revenue at risk matter most.
Prioritization dimensions
- Revenue at risk
- Customer importance
- SKU or brand impact
- Recurrence and trend
- Recoverability of the open demand
Grabb handles the repeatable response.
Your team handles the trade-offs.
The goal is not more alerts. It is fewer unresolved exceptions.
- Fill rate for a high-value SKU falls below its usual level
- A strategic customer has recurring backorders
- Unfulfilled value rises for a supplier or brand
- Sales velocity rises while available supply falls
System of action
Your ERP records fulfillment.Grabb keeps the exception moving.
Order and shipment data stay in the systems you already run. Grabb watches the gap, prioritizes impact, runs supported follow-up and escalates the decisions that need your team.
Grabb
- 1Observe
- 2Prioritize
- 3Execute
- 4Escalate
Fulfillment work
- Short-shipment follow-up
- Backorder response
- Customer service escalation
- Ops and sales review
Your systems stay. The unresolved work stops sitting between them.
Fulfillment, in motion
Grow order volume without losing sight of the promises behind it.
See the gap continuously
Compare what customers ordered with what was fulfilled, without waiting for a manual reconciliation.
Prioritize what matters
Identify the customers, SKUs and revenue at risk that deserve attention first.
Move the next step
Run supported follow-up within the rules and escalate exceptions that need a decision.
Protect growth
Scale order volume without letting fulfillment gaps become churn or recoverable revenue left sitting open.
See fulfillment in motion
See what is sitting between ordered and fulfilled.
Walk through how Grabb watches order gaps, prioritizes customer and revenue impact, and keeps the next response moving.
Questions about fulfillment operations
What is fill rate?
Fill rate is the percentage of ordered quantity that was fulfilled. Grabb tracks quantity-based fill rate by product, brand and customer. Use a consistent shipment or delivery basis and reporting period when comparing results.
What is OTIF?
OTIF means On Time In Full: the share of orders delivered by the agreed date and in the full quantity ordered. Grabb tracks on-time, in-full and combined performance where the required order and delivery data is available.
How does Grabb value unfulfilled demand?
Grabb compares ordered value with fulfilled value to estimate outstanding demand. That gap is revenue at risk, not automatically lost sales. Outcome depends on whether the remaining order is fulfilled, cancelled or otherwise closed.
Can I review fulfillment by SKU?
Yes. Product fill rate and recurring short shipments identify SKUs that need follow-up.
Can I review fulfillment by customer?
Yes. Customer fill rate and OTIF identify accounts experiencing incomplete or late deliveries, using the order and delivery data available.
Can I compare brands or suppliers?
Yes. Compare fill rate across brands and linked suppliers using the associations available in your data. This shows where short shipments are concentrated.
Does Grabb replace our ERP?
No. Your ERP remains the system of record. Grabb uses connected order and fulfillment data to run configured, authorized workflows and route exceptions that need your team.
How often is fulfillment data updated?
Fulfillment metrics update when the connected source data synchronizes. Frequency depends on the source and setup. Confirm the schedule and available delivery fields for your systems.