Create a Unique Customer Experience
When Disruption Threatens, Differentiate to Add Value
Providing customer value goes beyond offering products through e-commerce channels. It requires a unique customer experience (CX) that sets you, the distributor, apart from your competitors.
Value means more than ease of ordering, efficient processes and immediate delivery. Customers now expect distributors to anticipate their needs before placing an order.
At the same time, distributors face low margins, talent shortages and increased competition, making it challenging to compete profitably in today’s market. How can distributors provide exceptional CX, grow revenue and differentiate themselves from competitors in a disruptive market?
The answer lies in aligning your strategy, processes and resources so you can execute your business model flawlessly.
Alexander Group helps leading companies differentiate their revenue organization by clearly defining their objectives, investing in the right resources and deploying a go-to-market model that balances growth and maximizes customer lifetime value.
How We Help
- Revitalize your sales organization: Positioning your company for revenue growth demands high organizational readiness and can require an in-depth look at every facet of the sales organization. But the payoff is worth the effort. Companies that successfully implement revenue growth strategies enjoy 10-20% revenue gains. The goal requires determining the best sources for revenue growth and defining the most effective ways to sell. For instance, going deeper on content, products and customer service to provide an invaluable user experience and lead to higher growth.
- Align Revenue Operations: Using our Revenue Growth Model™, we will help you equip your Sales, Marketing and Support teams to deliver value in a way that will differentiate your products and services, command a premium and deliver profitable growth. For instance, by integrating Marketing, Sales and Service under one leader, the Chief Revenue Officer, you will stay focused on the entire customer continuum, maintain a pulse on customer needs and create a solid vision for the future.
- Enhance channel partner programs: Offer customers a complete solution, including the resources, support and specialized knowledge to demonstrate your unique value. Many enterprises see revenue increases by forming channel partnerships with other successful companies that can reach new markets, add value to their services or enhance their delivery capabilities.
- Move from product-focused to service-oriented: Customers value an experienced provider with subject matter experts who can simplify the purchasing process. In the highest-performing organizations, Marketing, Sales and Service team members collaborate to build solutions that expand upsell and cross-sell opportunities identified throughout the buyer journey.
- Prioritize marketing investments: Evaluate current and new markets, identify areas of opportunity and optimize marketing channels, mix and return. Maximize customer lifetime value through continuous buyer engagement. Targeted marketing investments optimize ROI while reaching the right market segments.
Related Insights
Participate in Our Research
Open Opportunities Briefing Offers- Advanced Practices for Commercial Talent Management Manufacturers and distributors achieve revenue and margin outperformance with a lower proportion of above-market pay compared to other industries. Over 60% of leading firms meet monthly to discuss performance with their commercial teams. What are the best practices for developing a talent management strategy that brings a competitive advantage?
- Artificial Intelligence in the Commercial Organization How are commercial leaders aligning AI investments and use cases to growth plays? Learn the best practices and use case guides for AI-enabled commercial growth plays and the most effective AI implementation tactics.
- Digital Go-to-Customer Study Discover the industry trends, insights and frameworks on the digital impact on revenue growth, as well as recommendations for increased sales performance and growth in a digital environment.
- Digital Insights Study Digital means changing how companies engage with customers and enable their commercial teams. Determining where and when your customers interact with your products and solutions can impact your organization’s digital maturity and where to guide your investments.
- Manufacturing & Distribution Industry Trends Research: Strategies | Insights | Metrics Digital is altering the way customers interact and purchase your offerings. Integrating sales, marketing and service to provide customer value will differentiate your firm, command a premium and deliver sustainable growth. Compare your business processes and performance metrics to your competition to see if you’re hitting the mark.
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Manufacturing & Distribution Productivity Drivers Rising inflation, supply chain constraints and uncertain demand are just a few economic factors that are impacting commercial models. What drivers are manufacturers and distributors investing in to prioritize customer segments, protect margin, and maintain and grow market share?
- Prioritizing Quality Over Quantity: An Analysis of Marketing Demand Generation Performance Leaders in manufacturing and distribution have increased demand generation investments by over 13%. Marketing now accounts for 33% of functional pipeline development. As marketers look to allocate resources between channels and initiatives to increase conversion rates while navigating costs and tracking ROI, how do you determine the best demand gen investment strategies?
- Redefine Excellence Through Customer Experience From executing a customer experience (CX) vision and strategy, deploying the right resources for customer engagement, setting specific CX goals and measurements, and defining the processes and growth plays that drive retention, the study provides insights and metrics for manufacturers and distributors on leading practices for a successful CX program.
- Refining Job Roles for Commercial Success Manufacturers and distributors are facing many market disruptors including the emergence of new buyer personas, the introduction of new revenue streams and the increased importance of digital sales enablement. To navigate this dynamic environment and propel profitable growth, industry leaders are redefining their account coverage and go-to-market (GTM) strategies. Are your role and coverage strategies optimized for maximum productivity and profitability?
- Revenue Operations Survey Over 200 executives in sales and revenue operations were surveyed across Business Services, Financial Services, Manufacturing and Distribution, MedTech, Health and Wellness, Media and Technology to determine the leading practices of world-class revenue operations organizations.
- 2024 Sales Compensation Trends Survey Sales compensation leaders from 300+ companies across industries participated to provide data and insights on the latest metrics and trends impacting sales compensation programs. From sales comp investments, costs, plan goals and program changes, discover the best practices sales comp leaders are initiating for 2024.
Upcoming Distribution Events
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Navigating the EU Pay Transparency Directive: Future-Proofing Sales Compensation for 2026 and Beyond
Virtual RoundtableThe EU Pay Transparency Directive—effective by June 7, 2026—will be a transformative regulation that reshapes sales compensation practices across Europe, aiming to close gender pay gaps through pay transparency and audits.
Our next virtual roundtable is designed to explore the directive and its impacts. Drawing from Alexander Group’s expert analysis, this complimentary session will guide organisations through the directive’s requirements, timelines and strategic consequences.
Why should this matter to you?
Any type of non-compliance leads to significant legal, financial and reputational risk, including compensation claims and potential fines. If you want to make sure your organisation is ready for the EU Pay Transparency directive, you’ll require a complete review of sales compensation structures, data management and HR processes to fix pay gaps.This roundtable will include:
-Directive Overview: Understand the core obligations organisations must meet to comply with this directive, including pre-employment transparency, employee information rights and annual gender pay gap reporting for organisations with over 100 employees.
-Timeline and Compliance: Learn about critical milestones, from legislative approval to mandatory reporting deadlines, and what your organisation needs to do to prepare.
Operational Impact: Discover how increased transparency affects talent attraction, retention and collective action—and why clear job architecture and pay structures are now essential.
-Strategic Solutions: Explore how Alexander Group’s offerings in job architecture design, pay-level benchmarking and sales compensation design can help leaders ensure compliance and even gain a competitive advantage.
-Interactive Q&A: Engage with experts on readiness, job role clarity, pay philosophy and data management for equal pay scrutiny.Join us to gain actionable insights to confidently navigate regulatory changes, close gender pay gaps and build a transparent, equitable workplace.
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Wednesday, March 11, 2026
4:00 p.m. – 5:00 p.m. GMT -
Virtual
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B2B Marketing Executive Webinar: Beyond Intuition
WebinarDuring this complimentary webinar, Alexander Group’s Marketing Services practice leaders will walk through the common pitfalls of intuition-based profiling and show you how to build comprehensive, actionable customer profiles that marketing, sales and account management teams can use immediately. You’ll leave with practical frameworks for leveraging both qualitative insights and quantitative data to identify and target your highest-value customers.
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Thursday, March 26, 2026
2:00 p.m. – 2:45 p.m. ET -
Virtual
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B2B Marketing Executive Webinar: Accelerating Growth
WebinarJoin Alexander Group’s Marketing Services practice leaders to break down what these leading organizations are doing differently and provide actionable recommendations for elevating your own marketing investments. Whether you’re looking to optimize your current operations or make the case for new resources, you’ll gain insights into how to structure your team and investments for maximum impact.
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Tuesday, March 31, 2026
2:00 p.m. – 2:45 p.m. ET -
Virtual
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Women Revenue Leaders Forum
St. Regis Hotel | Chicago, ILJoin hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.
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Tuesday, May 5, 2026 –
Wednesday, May 6, 2026 -
St. Regis Hotel | Chicago, IL
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Sales Compensation Symposium: Virtual
Industry Focus: AllRevolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp. Designed specifically for senior executives, join industry peers and renowned experts to gain exclusive access to cutting-edge research, emerging trends, real-world case studies and proven best practices in governance, design and administration.
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Tuesday, August 11, 2026 –
Tuesday, August 11, 2026 -
Virtual
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Sales Compensation Symposium: Chicago
Industry Focus: AllRevolutionize your approach at the #1 event for sales compensation professionals and all executives who care about sales comp.
Designed specifically for executives in HR, Compensation, Sales and Revenue Operations that want to use sales comp more effectively.Industry Focus: All
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Thursday, August 27, 2026 –
Thursday, August 27, 2026 -
Chicago
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Executive Forum
St. Regis Hotel | Chicago, ILJoin senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.
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Wednesday, September 30, 2026 –
Thursday, October 1, 2026 -
St. Regis Hotel | Chicago, IL
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Sales Compensation Symposium
Reserve your spot at Alexander Group’s upcoming Sales Compensation Symposium. Join leading manufacturers and distributors as we discuss the latest strategies and best practices to support your sales reps as you look to set, measure and compensate success.
Practice Leadership
Research & Benchmarks
Get access to the latest go-to-market research and benchmarks to leverage growth drivers for valuation improvement