David Gordon

David Gordon is a 25 year business-to-business marketing veteran. He spent the first 11 years of his career in the performance marketing industry helping clients achieve goals such as increasing sales and market share, acquiring new customers, improving customer retention, enhancing employee loyalty and building and enhancing brand awareness.

As V.P. of marketing and e-commerce strategies for the IMARK  buying/marketing group, he developed strategies to increase manufacturer sales and market share through the group’s members and in helping members enhance their marketing efforts. In 2001, Gordon founded Channel Marketing Group, a marketing consulting firm for electrical distributors and electrical manufacturers. He has worked with distributors in the development and implementation of their strategic plans and marketing strategies, and with manufacturers on market research, market segmentation strategies, customer specific approaches, branding initiatives and distributor portfolio strategies.
Gordon is a frequent contributor to Electrical Wholesaling and has written for TED magazine, Progressive Distributor, Modern Distribution Management and Supply House Times. He has presented at NAED’s Marketing Conference, Wit's Marketing Conference, speaks at distributor and manufacturer meetings and advisory councils and has co-authored a chapter in NAW's Outlook 2009 on Private Labeling.
Check out his Electrical Trends blog by clicking here.


Real World Innovation 
The reality is that many distributors are innovators and continue to innovate — for their customers, suppliers and themselves. In many cases, the original innovator within a distributor, manufacturer or manufacturer rep was the founder. They found a need (perhaps an unserved market), took a risk and invested into a business.
Speaking Out: 16 Distribution Industry Trends for 2016
While the U.S. economy undergoes macro-economic gyrations within the world economy and global politics batter the economy and the petrochem markets, distributors and manufacturers need to focus on issues within their control.
Point of Sale: Profits Lost?  1
A new study conducted for the National Electrical Manufacturers Representatives Association (NEMRA) shows that widespread gaps in point-of-sale (POS) data policies and procedures make it difficult for manufacturers’ reps to be correctly compensated for their work, and traces out the causes and implications of the problem.
AmazonSupply: Threat or Partner? 
AmazonSupply will eventually take a percentage of electrical industry sales. It’s just a question of how much and when. But not all customers will flock to AmazonSupply just because it exists. In the end, it may very well depend on what type of products they want to buy and what type of service they expect from a supplier of electrical products, whether it be a traditional electrical distributor or an online vendor like AmazonSupply.
There Will Be Growth
To align your business with what your customers are expecting from the year ahead, the best bets will be to focus on energy-efficiency, safety, and labor-saving
Planning to Succeed
Our economy has forced many companies to make tough decisions to enable them to survive. Moving forward, the construction industries are forecasted for slow growth, if any, for a number of years. Getting back to 2007 levels of business volume will not occur for a number of years. The only way to ensure your success is to be the master of your own destiny. To do that, you need a plan.
10 Tips for Taking More Market Share
Got an appetite for a bigger slice of the profit pie in your market area? This article will help you refocus your company's resources to take more market share.
Smart Growth Marketers
A better understanding of the changing role of marketing can help your company survive the recession.
Four Rs of Growing During a Recession
Amid glimmers of hope and dismal forecasts electrical revenues to drop 25 percent across all sectors, distributors are trying to hold onto their businesses
Managing for Value
The LIFO accounting method can have a big impact on distributor valuations
Tuning Up Your Operations
As electrical distributors try to figure out what their business future may look like, many are watching a general business fog roll in around them
The Credit Card Crunch
Are unscheduled credit card payments by your customers sapping your profits?
Plan Your Marketing for 2009
Marketing is a frequently misunderstood function among most distributors, reps and manufacturers. Historically, marketing for distributors revolved around
Price vs. Incentives
A well-formulated customer-incentive program can push your firm to new heights, driving the top line even when the economy remains stuck in neutral.
Operational Challenges
With economic uncertainty, margin pressures generated by competitive pricing environments, commodity increases and increasing operational expenses all


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