Distribution Leader Panel:
Artificial Intelligence – Implications for Distributor Sales, Marketing & Digital Strategies

Available on-demand

There’s information overload about AI – everywhere you turn, you find articles, videos, presentations and podcasts about this exciting new form of technology. But what could it mean for distributors?

In this exciting panel, DSG’s Chief Strategy Officer Ian Heller moderated a discussion with three distribution executives about AI marketing, sales, and digital use cases for distributors. They looked at how AI might be used to improve sales effectiveness and productivity, more targeted marketing, better ecommerce solutions and more.

With extensive backgrounds in technology, marketing, sales and ecommerce, our panelists are highly qualified to talk about the opportunities AI offers distributors and how they can apply it as a competitive advantage.


Renata Morgan

Renata Morgan, Senior Manager of Distribution Business Integration

Mike Powers

Mike Powers, ARG Industrial

Mike Aufdembrink

Mike Aufdembrink, Summit Electric Supply

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Thank you to our sponsors:

epicor, cxrx, bridgeline

About our panelists:

Renata Morgan

Senior Manager of Distribution Business Integration

Renata Morgan is an HVAC distribution professional with experience driving organizational change while leading diverse cross-functional teams. Her industry leadership has been recognized by being named a Top 20 Woman in HVAC in 2021 along with a 40 Under 40 honor in 2016. Renata received a Master of Industrial Distribution degree from Texas A&M University, where she currently serves as a member of the MID Advisory Board, along with a Bachelor of Science in Psychology from the University of Houston. She is passionate about leveraging technology to create exceptional customer experiences and business efficiencies, while maintaining a human-centric approach.  

Mike Powers 

Director, E-Commerce & Digital Strategy, ARG Industrial

ARG Industrial is a 100% employee-owned, industrial manufacturer and distributor to the oil and gas, mining, fishing, timber, agriculture, marine, OEM and construction industries. In his capacity as director of ecommerce and digital strategy at the company, Mike is responsible for overseeing ARG Industrial's B2B digital strategy, which includes developing and launching the company's first ecommerce platform, including product information system (PIM), content management system (CMS), mobile app and digital hose assembly configurator. 

Mike Aufdembrink

Mike Aufdembrink

Vice President & Chief Information Officer, Summit Electric Supply

Mike Aufdembrink is a seasoned executive known for driving digital transformation and IT strategy. With a history of successful CIO roles at Summit Electric, Baker Hughes, Energizer Holding, Sara Lee Corporation and others, Mike has a knack for fostering high-performance teams to navigate complex challenges, from mergers to tech innovations. Mike's visionary leadership consistently delivers results, optimizing operations, reducing costs and enhancing customer experiences. His blend of technical expertise and business acumen continues to shape organizations for enduring success in the digital age. 

About our host:

Ian G. Heller

Founder & Senior Partner, Distribution Strategy Group

Ian Heller is Founder & Senior Partner at Distribution Strategy Group, and has more than 30 years of experience executing marketing and e-business strategy in the wholesale distribution industry. He has written and spoken extensively on the impact of digital disruption on distributors.