How will distributors thrive in the age of digital transformation, AI disruption, and customer experience redefinition?

In this episode of Around the Horn in Wholesale Distribution, Ian Heller sits down with John Gunderson and Kevin to unpack the seismic shifts reshaping B2B sales strategy, channel alignment, and customer segmentation.

With insightful commentary and bold predictions, the team explores the future of CRM-ERP integration, why distributors must evolve beyond legacy thinking, and how AI-powered selling is no longer optional; it’s inevitable.

What You’ll Learn:

• Why many distributors are trapped in the “inside-out” mindset—and how to flip it for real growth
• The biggest blind spot in traditional CRM strategy (and how AI Co-Pilots are changing that)
• How top-performing distributors use segmentation and persona-based selling to drive hidden revenue
• What manufacturers really want in channel partnerships today
• Practical frameworks for modernizing your sales org—without losing your human touch

Episode Highlights:

04:29 – The role of entertainment and personality in B2B podcasting
12:17 – Why segmentation is the missing link in most distributor sales strategies
23:40 – How “AI Co-Pilots” reshape the sales conversation
31:05 – A behind-the-scenes look at channel misalignment and how to fix it
41:18 – The value of CRM-ERP integration for surfacing hidden revenue
52:44 – Persona-based selling: what it is and why it matters
59:59 – A human-centric view of sales automation
1:08:22 – Predictions on the next phase of distributor evolution

Meet the Guest:

John Gunderson is VP of Sales at Distribution Strategy Group and a veteran advisor to the wholesale distribution industry. With deep expertise in sales strategy, segmentation, and manufacturer-distributor alignment, John brings pragmatic insight to the digital transformation conversation.

Tools, Frameworks, or Strategies Mentioned:

• AI Co-Pilot for Sales
• CRM-ERP Integration
• Hidden Revenue Detection
• Persona-Based Segmentation
• Sales Automation Without Losing the Human Touch

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