Industrial accounts rarely disappear overnight they shrink quietly over time. Join Ali Hasham of Revenue Optics and John Gunderson of ISA to explore why traditional field coverage is reaching its limits and how proactive coverage can drive stronger growth before 2027 plans are locked in.
.webp)
.webp)
.webp)
.webp)
.webp)
This is a working session, built for leaders who want a clear-eyed look at their own coverage model before their 2027 plan locks.
.svg)
A practical way to see how much of your customer file has actually
heard from you first, and how much is just sitting there, unworked.
.svg)
One-to-one pairing, coverage pods, technical sales support, or a true
proactive inside seller. What each one solves, and what it doesn't.
.svg)
The same coverage model succeeds at one distributor and stalls at another. What separates the two.
Practical ways to improve account prioritization and seller productivity, without over-promising what the tech can do.
.svg)
The early signals that separate a coverage model that sticks from one that quietly stalls.
Built by an operator who ran the teams, not an advisor who studied them.
.png)
Ali spent 25 years building proactive outbound inside sales teams in the industrial channel, at WESCO International, TruckPro, and Motion Industries, most recently as Vice President of Sales Excellence, North America at Motion. He didn't advise on those builds, he ran them. Revenue Optics exists because the coverage gap in the industrial channel is well understood and consistently unfixed.
.png)
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.
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. Get a head start with an early look at The Uncovered Book before the session.
Send Me the Preview
Send Me the Preview
