Sales and Marketing Optimization: Developing Competitive Value Propositions in Distribution

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This research study is published by the NAW Institute for Distribution Excellence, a leading publisher of research exclusively for and about the wholesale distribution industry. More>>

Senthil Gunasekaran
Pradip Krishnadevarajan
F. Barry Lawrence, Ph.D.

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Optimize Sales and Marketing

Sales and Marketing Optimization: Developing Competitive Value Propositions in Distribution is a first-of-its-kind, best practices study that focuses on aligning customer needs, sales force priorities, and wholesaler-distributor objectives to maximize value creation. This study speaks to the critical business issues all wholesaler-distributors face in leading and growing their organizations. As the economy continues to struggle, there is no more important time than right now for distribution management teams to read this book!

Sales and Marketing Optimization is jam-packed with

• 30 best practices from actual wholesaler-distributors
• 60 action steps that your firm can implement immediately
• 122 examples from wholesaler-distributors across many lines of trade!

What makes this book so different from classic sales books that focus on “personal selling” tactics is that it examines sales and marketing for distributors from a much broader perspective in terms of sales and marketing strategy, processes, and more importantly, their connection to shareholder value and customer service. Included with this book is a separate, over-sized Sales and Marketing Framework wall map to help you follow how sales and marketing business processes and financial drivers are linked to enhance shareholder value.

With today’s new economic environment representing more volatility and uncertainty, supplier and customer relationships have become more complex. Every wholesaler-distributor’s value proposition must adapt to the new economy by understanding sales and marketing functions at a deeper level. Putting a narrow focus on selling as “putting more feet on the street” and marketing as “designing new brochures” can no longer be the norm. The new horizon demands a more cohesive approach to sales and marketing, from strategy and processes to its impact on shareholder value. Educating your staff about these sales and marketing best practices will provide them with tools, knowledge, and motivation to establish and sustain this important business process for continually improving your shareholder value.

This book is a collaboration of the NAW Institute and Texas A&M, two leaders in wholesale distribution education and training.

What Readers Have to Say

“I am blown away by the scope of this Sales and Marketing Optimization book and the depth of knowledge and real-world experience it contains. I only wish I had a reference like this at the beginning of my career. Fortunately, I have it now and it’s not too late to do something with it! This book is very actionable with constant emphasis on measurable results at the shareholder and stakeholder levels. This is simply the best sales and marketing book for distributors that I have ever read!”
Byron Potter, Vice Chairman and CEO, Dallas Wholesale Builders Supply, Inc.

“The framework in the Sales and Marketing Optimization book has delivered a highly detailed roadmap in which our company can design, build, and execute against our future company vision. Nowhere have I seen such a concise approach to mapping out so many best practices and processes around what is becoming one of the most important activities in wholesale distribution…sales and marketing.”
Martin Naeger, Senior Manager–Business Planning and Development, L&W Supply

“Today’s competitive environment requires that management make better data-driven decisions. Sales and Marketing Optimization will map for you the process to make better, informed decisions. We can no longer afford to treat the sales process as an art; it requires a structured approach and this publication will provide you with the tools to accomplish that in your organization.”
Joseph Nettemeyer, President and CEO, Valin Corporation

Introduction to Sales and Marketing Optimization: Developing Competitive Value Propositions in Distribution


Senthil Gunasekaran

Senthil leads research on the wholesale distribution industry at Texas A&M University. With 15 years of experience in distribution and manufacturing, he advises distribution firms, delivers executive education, and speaks at industry forums on topics influencing distributor competitiveness. He is an author of five books on distributor profitability, growth, and analytics, and holds a doctorate degree from Texas A&M.


Pradip Krishnadevarajan

Pradip is the Co-founder of the Global Supply Chain Lab at Texas A&M University. With more than 14 years of experience as an industry advisor, educator, and speaker for wholesale distribution, Pradip helps wholesaler-distributors create strategic and tactical competitive advantage. He is an author of six books on best practices, customer analytics, business transformation, and profitability.


F. Barry Lawrence, Ph.D.

Barry is Director of the Industrial Distribution Program and Founder of the Global Supply Chain Laboratory at Texas A&M University. He is a Fellow of the NAW Institute for Distribution Excellence, and an author of eight books on distributor competitiveness. Barry serves as an advisor to the distribution industry on profitability and supply chain management. He is a frequent speaker for distribution associations, buying groups, and companies on a wide range of supply chain topics.

  • Speaking

    NAW Executive Summit, 2009, 2010, 2013

    NAW Large Company CEO/COO Roundtable

    NAW Large Company CFO Roundtable

    NAW Large Company Operations Roundtable