$20M Distributor: Growth Through Zero-Based Budgeting

Learn how Zero-Based Budgeting with a Houston CPA can uncover hidden savings, free up cash, and fund real growth instead of just survival.

If your business is like most, your budget probably looks like this: last year’s numbers plus 5 percent, maybe 7 percent if inflation feels high.

Safe. Predictable. Comfortable.

But here is the problem: it will quietly kill growth.

That is exactly what happened to a $20M Houston-based distributor of industrial supplies.

Revenue had stalled, margins were shrinking, and operational costs kept climbing.

The CEO knew something had to change. Working with a CPA Houston advisor, the company discovered its budgeting habits were holding back growth.

What Is Zero-Based Budgeting

Unlike traditional budgeting, ZBB starts every budget at zero. Every dollar must earn its place. Every expense is justified based on strategic priorities, not habit or history.

It forces business leaders to ask these questions:

• Does this expense drive growth?
• Does it protect our margins?
• Does it reduce risk?

If the answer is no, the money gets redirected to high-impact initiatives.

Why Traditional Budgeting Fails

For this distributor, the traditional approach was killing results without anyone realizing it:

• Masked inefficiencies, such as logistics costs rising $600,000 annually without notice
• Cash tied up in slow inventory, with $2 million locked in stock that barely moved
• Growth stifled because only 10 percent of the budget went to expansion or digital tools
• Budgets disconnected from strategy and plans to expand into Louisiana and Oklahoma

The CEO explained it this way:

"We were budgeting to survive, not to win. Our money was not working as hard as our team was."

The ZBB Approach in Action

In early 2024, we took on the CFO role and introduced Zero-Based Budgeting to the company for the first time. Partnering with our Houston bookkeeping team, they gained visibility into every line item and finally understood where money was being wasted.

Here is how we approached it:

1. Define Strategic Goals

• Grow revenue 15 percent by entering new markets
• Improve EBITDA margins to 12 percent or higher
• Enhance customer experience through faster delivery and digital tools

2. Map All Expenses

All costs were broken into "decision packages," such as logistics, inventory, labor, and marketing, so leaders could see exactly where money was going.

3. Assign Accountability

Department heads had to justify every package:

• Does it drive growth?
• Protect margins?
• Reduce risk?

4. Set Cost-Saving Targets

The goal was a 10 percent reduction in operating costs without hurting service.

5. Track and Reallocate

Savings were monitored monthly and redirected to high-impact growth initiatives.

What ZBB Revealed

Some of the biggest discoveries included:

• Logistics: 3PL contract 22 percent above market. Renegotiation saved $700,000 and added real-time tracking
• Inventory: 25 percent of stock moved less than once per year. Just-in-time system reduced inventory by 20 percent, freeing $800,000 cash
• Labor: Warehouse overstaffed off-season. Adjusted mix of full-time and seasonal staff, saving $300,000
• Marketing: Only five percent of the budget went to digital marketing. Reallocating funds boosted e-commerce and new client acquisition

Implementation Timeline

Phase 1 (Months 1-2) Buy-In and Training

• Leadership workshops to align on ZBB principles
• Assigned cost owners to each package

Phase 2 (Months 3-4) Analysis and Decisions

• Line-by-line review of every cost
• Industry benchmarking identified $1.8 million in savings

Phase 3 (Months 5-6) Execution and Reinvestment

• Executed cost reductions
• Reinvested $1.2 million into:
  • E-commerce platform ($500,000)
  • Sales team expansion ($400,000)
  • CRM software ($300,000)

The Results

Within 18 months:

• $1.8 million saved annually, equal to 9 percent of revenue
• Revenue increased 15 percent, adding $3 million from new Louisiana contracts and e-commerce
• EBITDA margins improved from 8 percent to 12.5 percent, adding $900,000 profit
• Customer experience improved with real-time tracking and faster deliveries, Net Promoter Score increased 20 points
• Cultural shift where teams now prioritize strategic investments over defensive spending

How ZBB Works in Practice

• Start at zero: Build the budget from scratch, not from last year’s numbers
• Categorize expenses: Break costs into decision packages for clarity and accountability
• Evaluate each dollar: Every package must show contribution to growth, margin protection, or risk reduction
• Identify savings and reallocations: Direct freed-up cash toward initiatives with measurable impact
• Monitor and adjust: Track results monthly and adjust allocations based on performance

Conclusion

Zero-Based Budgeting is a tool to align spending with strategic goals, remove hidden inefficiencies, and fund growth.

For this distributor, it turned a survival-focused budget into a growth engine. They saved $1.8 million, reinvested $1.2 million, grew revenue 15 percent, boosted margins by 4.5 points, and created a culture of data-driven decision-making.

The CEO reflected:

"ZBB did not just save us money. It gave us a roadmap to grow."

If you’re a business leader — whether you’re looking for a CPA in Houston or a trusted CPA Pasadena TX partner — building smarter budgets can be the turning point that funds your next stage of growth.