Overview
For consumer brands with a wholesale program that is not yet big enough for a dedicated B2B platform, this template handles the wholesale application funnel inside a Sheet.
Column layout
Copy this column order into a blank Google Sheet, or let SheetLink Forms create the headers for you on first submission.
| Column | Notes |
|---|---|
| Inquiry ID | Unique ID |
| Submitted | Timestamp |
| Business name | |
| Contact name | |
| Business email | |
| Phone | |
| Business type | Retailer / Distributor / Food Service / Other |
| Years in business | |
| Website | |
| Tax ID / Resale cert | File upload URL or number |
| Est. monthly volume | Dropdown - under $500 / $500-2k / $2k-10k / $10k+ |
| Shipping region | |
| Product interest | Freeform or multi-select |
| Approval status | New / Reviewing / Approved / Declined |
| Tier assigned | Bronze / Silver / Gold - if approved |
| Account manager | Assigned staff |
| Notes | Freeform |
Useful formulas
Paste these into a top-of-sheet summary row or a separate dashboard tab.
Open pipeline (value)
=COUNTIFS(N:N,"New")+COUNTIFS(N:N,"Reviewing")Wholesale team's queue depth.
Conversion rate
=COUNTIF(N:N,"Approved")/(COUNTA(A2:A)-1)Conditional formatting
- Approval status: green for Approved, red for Declined, yellow for Reviewing.
- Volume dropdown: progressive color (darker = higher) to visually prioritize.
Pivot table guidance
Pivot with Business type as rows, Approval status as columns. Second pivot by Shipping region for logistics planning.
Recommended add-ons
- Multi-CRM Routing: Push approved wholesale accounts to HubSpot, Salesforce, or Pipedrive as deals.