Order-Based Relationship Management (ORM) is a way of managing retail partners based on order behavior rather than contact history. Instead of tracking notes, meetings, and reminders, ORM focuses on reorders, stock signals, timing, and execution quality across the retail network.

In lifestyle wholesale, revenue is driven by continuous orders over time, not by closing deals. ORM reflects this reality by structuring sales work around when partners should reorder, what products they should reorder, and where follow-up is required to keep order flow healthy.

ORM differs from CRM in that relationships are measured by outcomes, not activity. A strong relationship is one with predictable reorders, stable stock coverage, and active campaigns. Atlo is built around this order-based model, automatically prioritizing partners based on execution signals instead of manual tracking.