If a Product Launches in Distribution and No One Notices, Did It Even Happen?

MFG: This is a game changer—why aren't you selling more... DIST: Because customers don't know they need it yet Your R&D team spent years perfecting the product. Operations nailed production. Sales secured distribution. And yet… the launch stalls. Sound familiar? You’re not alone. Our NPI Benchmarking Study reveals a harsh reality: Only 1 in 4 new industrial products hits its revenue targets in the first year. Even more concerning? Only 10% of manufacturers believe they outperform competitors in new product introduction capabilities. Too often, manufacturers assume that getting into distribution means [...]

If a Product Launches in Distribution and No One Notices, Did It Even Happen?2025-03-13T17:50:15-05:00

Demand, Not Just Distribution: The Missing Investment in Growth

Whoa—what logo was on that car? Moving too fast to see. Kind of like big co-op spends… instead of smarter programs that drive sales Most manufacturers spend years securing distribution—but far less time ensuring their product actually sells once it’s there. Instead of shifting strategy, companies often double down on what feels familiar. “Let’s add more sales reps and expand into new verticals.” Or, “Let’s invest in more co-op programs with our biggest distributors—even if it just means our logo ends up on their sponsored NASCAR car for one race out [...]

Demand, Not Just Distribution: The Missing Investment in Growth2025-03-13T17:52:10-05:00

Why Your Brand Stalls in Distribution (And How to Fix It)

I talk to manufacturers, IMRs, distributors, and end users almost every day, and one challenge keeps coming up: “We’re in distribution, but sales aren’t moving like they should.” Distributors carry thousands of SKUs. Even if your product has been in the system for years, that doesn’t mean it’s a priority today. The hard truth? Most distributors aren’t in the business of creating demand—they focus on fulfilling it. And for the few that do, your product is likely competing with bigger priorities in their revenue and profit strategy. That’s why the manufacturers [...]

Why Your Brand Stalls in Distribution (And How to Fix It)2025-03-06T17:11:08-06:00

Navigating the Profit vs. Growth Dilemma in Manufacturing and Distribution

https://youtu.be/e9HALu1S_6U James Dorn and J Schneider discuss the pivotal choice between profit and growth in manufacturing and distribution. The key to success lies in a balanced strategy that prioritize unit volume growth for manufacturers and profitability for distributors. Key Takeaways Balancing Act: Striking a balance between profit and growth is crucial for manufacturers and distributors. Manufacturers focus on unit volume growth, while distributors prioritize profitability in a symbiotic relationship. Strategic Collaboration: Successful programs hinge on joint collaboration. Manufacturers and distributors should develop targeted programs that cater to specific end-user needs, fostering [...]

Navigating the Profit vs. Growth Dilemma in Manufacturing and Distribution2024-02-20T11:20:33-06:00

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and Profits

https://www.youtube.com/watch?v=LFx--41sm8k What does "channel marketing" really mean? James Dorn, John Gunderson and Jim Perdue define the term once and for all, including the 2 primary objectives that tend to get lost in the details of execution. Then they take a deep dive into best practices for driving revenue and profit performance in this important, but often vague and misunderstood area of B2B manufacturing product commercialization. Thoughts? Questions? Ask us about internal pricing surveys and industry benchmarking to keep your company competitive in the months ahead.

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and Profits2024-02-12T15:58:34-06:00