MFG: This is a game changer—why aren't you selling more... DIST: Because customers don't know they need it yet Your R&D team spent years perfecting the product. Operations nailed production. Sales secured distribution. And yet… the launch stalls. Sound familiar? You’re not alone. Our NPI Benchmarking Study reveals a harsh reality: Only 1 in 4 new industrial products hits its revenue targets in the first year. Even more concerning? Only 10% of manufacturers believe they outperform competitors in new product introduction capabilities. Too often, manufacturers assume that getting into distribution means [...]

Whoa—what logo was on that car? Moving too fast to see. Kind of like big co-op spends… instead of smarter programs that drive sales Most manufacturers spend years securing distribution—but far less time ensuring their product actually sells once it’s there. Instead of shifting strategy, companies often double down on what feels familiar. “Let’s add more sales reps and expand into new verticals.” Or, “Let’s invest in more co-op programs with our biggest distributors—even if it just means our logo ends up on their sponsored NASCAR car for one race out [...]

I talk to manufacturers, IMRs, distributors, and end users almost every day, and one challenge keeps coming up: “We’re in distribution, but sales aren’t moving like they should.” Distributors carry thousands of SKUs. Even if your product has been in the system for years, that doesn’t mean it’s a priority today. The hard truth? Most distributors aren’t in the business of creating demand—they focus on fulfilling it. And for the few that do, your product is likely competing with bigger priorities in their revenue and profit strategy. That’s why the manufacturers [...]