Channel Trends in Electrical Distribution

Available on-demand

What does the increasing pace of M&A activity mean for distributors, manufacturers and reps? How will this change the ecosystem of the industry?

  • Will the role of manufacturers’ reps evolve so they’re more like VARs? 
  • What happens to associations as distributors consolidate?  
  • How will manufacturers adapt as M&A activity continues? 

Watch this episode of Wholesale Change on-demand with our guest, distribution expert David Gordon. Outspoken, candid, expert and industry insider – David is all of these and more. He’s been the President of the Channel Marketing Group for more than 22 years and began publishing the leading independent blog in the electrical distribution industry, ElectricalTrends, 15 years ago. David also publishes US LightingTrends and, with Dorn Group, HVACRTrends.

David joined Ian Heller and Jonathan Bein for another spirited, unscripted conversation.

Watch now on-demand >>

Our Guest

David Gordon

David Gordon,
Channel Marketing Group

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About our guest:

David Gordon

David Gordon

Founder, Channel Marketing Group

David Gordon founded Channel Marketing Group in 2001 to support manufacturers, distributors, reps and service providers in the electrical distribution industry with their strategic planning, marketing and market research needs. In addition to helping clients accelerate their performance and gain insights into their customers, he is also the publisher of ElectricalTrends, US LightingTrends and HVACRTrends. The goal of these digital platforms is to provide information, insight and ideas to help distributors and manufacturers. 

Areas of focus include strategic direction, channel strategy, marketing strategy, customer satisfaction, ecommerce and other revenue-generating initiatives. 

He also facilitates NEMRA’s POS initiative and their Strategic Advisory Council. 

David has also written for TED Magazine, Electrical Wholesaling, MDM, IMARK’s Focus publication and other organizations. 

Prior to founding Channel Marketing Group, David was VP Marketing for, a company founded by Rockwell Automation; VP Marketing & ecommerce for IMARK Group and spent 15 years in the performance marketing industry developing incentive programs for manufacturers and distributors. 

About our hosts:

Ian Heller

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.

Ian Heller

Jonathan Bein, Ph.D.

Managing Partner, Distribution Strategy Group

Jonathan Bein, Ph.D. has worked with many distributors to make their marketing a profit center. He has developed and applied analytic approaches for customer segmentation, customer lifecycle management, positioning and messaging, pricing, and channel strategy for distributors.