Virtual Roundtables

Manufacturing & Distribution

From Shop Floor to Smart GTM: Building the Revenue-Ready Marketing Organization for Industrials, Building Materials, Specialty Chemicals and Distribution

September 16, 2026| 2:00 – 3:00 p.m. ET| Virtual

For industrial, building materials, specialty chemicals and distribution leaders, marketing has long been measured by trade-show booths, catalogs and lead lists rather than pipeline and bookings.

That era is ending. Now, manufacturing and distribution organizations must prepare their Marketing functions to act as always-on, full-funnel demand engine that prove its contribution with the same discipline as sales. However, only 24% of organizations rate their demand-gen architecture as advanced or optimized, and just 26% say marketing sources 41%+ of pipeline—leaving enormous headroom for teams willing to modernize.

Join Alexander Group’s executive roundtable to examine how leading industrial and distribution organizations are using AI to produce technical content at scale and enable channel partners, while building the full-funnel demand architecture and attribution rigor that proves ROI to the board.

During this one-hour discussion, we’ll tackle:

  • Technical content at scale: Using AI to generate specifications, compliance documentation and application content that historically bottlenecked engineering and product teams.
  • Distributor and channel enablement: Arming partners with AI-assisted content and turning channel data into pipeline visibility across indirect revenue.
  • Beyond the trade show: Rebuilding event-heavy budgets into an always-on, full-funnel demand system with real ROI accountability.
  • Attribution and the MQL-to-MQA shift: Moving from lead volume to pipeline quality when only 24% rate their demand architecture as advanced.
  • The industrial talent model: Closing gaps in brand strategy, storytelling and digital optimization that stall execution.

Leaders will walk away with: 

  • An AI playbook for technical content and distributor enablement built for engineered-product realities.
  • A full-funnel demand blueprint that finally puts trade show and field spend on the same footing for ROI.
  • Marketing-sourced pipeline and demand-architecture benchmarks specific to manufacturing and distribution.
  • A shared CMO–CRO framework for channel visibility, lead quality and forecast confidence.
  • Priority access to the Manufacturing and Distribution sector briefing and the Revenue-Ready self-diagnostic.

Who Should Attend 

CMOs, CROs, CCOs and SVPs/VPs of Marketing and Sales at industrial manufacturers, building-materials producers, specialty-chemicals companies and distributors.

Attendance is limited to foster candor, and sessions are not recorded for distribution.

Register Today