Industrial companies are entering 2027 with changing buyer expectations, more pressure for profitable organic growth, and new opportunities from data, automation, and AI. Yet many manufacturers and distributors still run inside-sales and customer-service structures built for an earlier era. In this executive webinar, Ali Hasham, Founder and CEO of Revenue Optics, and John Gunderson of ISA will look at how industrial channel leaders are modernizing their inside-sales models. Ali has spent twenty-five years building proactive outbound inside sales teams at WESCO International, TruckPro, and Motion Industries, and he will walk through what leading channel companies are building for the year ahead.
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A working session, built for leaders who want a clear-eyed look at their own coverage model before their 2027 plan locks.
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A practical method to see how much of your customer file is actually being worked, using data you already have in your ERP or CRM.
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Manufacturers and distributors will see how to structure inside sales around territories, channels, and outside-sales teams, so each role adds coverage rather than competing for the same accounts.
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A look at how leadership, role clarity, account ownership, and operating cadence shapes results.
Practical ways to sharpen account prioritization and seller productivity, so time goes to the accounts most likely to grow.
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The patterns behind successful inside-sales efforts, and the early signs one is losing momentum.
Built by an operator who ran the teams, not an advisor who studied them.
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Ali helps B2B distributors grow through proactive outbound inside sales. He has 25+ years in B2B distribution, including WESCO, Motion Industries, and TruckPro. At Motion, he built the company's first outbound inside sales team and grew it to 90 sellers. Across his career, he has built inside sales from zero across hundreds of branches, generated $250M+ in incremental revenue, and led 150+ inside sellers. He has led sales operations, enablement, CRM, compensation, and AI-driven selling programs.
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John Gunderson is ISA's Director of Distribution Strategy with over 25 years of experience leading category management, sales, marketing, pricing, analytics, and e-business at top distributors including Crescent Electric Supply Company, HD Supply Power Solutions, White Cap Construction Supply, Anixter/WESCO, Modern Distribution Management, and EIS-INC. John moderates the session and brings the ISA member perspective.
We're offering two distributors a complimentary Coverage Gap Assessment. Ali Hasham and the Revenue Optics team will size your Distribution Coverage Gap and show your leadership team what it's costing you in revenue, EBITDA, and exit value.
Distribution Coverage Gap: profitable accounts that receive no consistent proactive motion because an outside-sales-centered model cannot reach them economically.
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The Uncovered Book digs into the question at the center of this webinar: why most of a distributor's customer file never hears from anyone, what that costs in EBITDA, and what it costs again at exit. 2027 planning is already underway. Start with the white paper.
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