Catherine Usher

Today, your sales team has fewer opportunities to influence the sale. Yet distributors continue to dedicate disproportionate resources to sales relative to marketing.

Your company’s marketing efforts need to work with your sales reps and other customer-facing team members to help your customers make the right buying decisions. That includes letting your marketers do more than just promotional flyers and spray-and-pray e-mail campaigns.

Your marketing team can play a critical role in driving demand in a world where your customers want to engage with you on multiple channels beyond the jobsite.