Delivering for Best-in-Class Wholesaler-Distributors

Virtual Roundtable – September 23, 2020: 9:00 Am to 1:00 PM Eastern

Add to Calendar 20200923T133000Z 20200923T140000Z America/New York NAW Large Company Virtual CEO/COO Roundtable 2020
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Register Today

We are currently in the process of finalizing our virtual 2020 program. Please check back for updates. Please contact Tara Mostatab at if you have any questions.

The NAW Large Company CEO/COO Roundtable is the only opportunity that provides networking and benchmarking exclusively with other top executives of mostly non competing and like sized Wholesale-Distribution companies. This is a highly valued business tool for those who have attended and will attend.

NAW would like to invite you to attend the Large Company CEO/COO Roundtable for companies with sales of $100 million and above.

Your businesses are changing on a daily, if not hourly, basis. Now is the time to join your peers to network and benchmark on issues that are affecting the way you run your organization. Find out what they are doing to survive now and how they are positioning themselves for the economic rebound. You will have the most in-depth and enlightening business conversations ever at this event!

NAW member companies with sales of $100 million or more receive one complimentary registration as part of their benefits package.

If you would like to learn more please contact Tara Mostatab at 202.263.4080 or

*For further details about sponsoring this Roundtable, contact John Peter at

Eligibility: Companies with $100M to $999M in annual revenue.
The NAW Large Company CEO/COO Roundtable is the only opportunity that provides networking and benchmarking exclusively with other top executives of non competing, like-sized Wholesale-Distribution companies.

NAW Large Company CEO/COO Virtual Roundtable Preliminary Program

Virtual Roundtable - September 23, 2020

9:00 AM Eastern
Opening Remarks

9:10 AM – 10:10 AM
The “High Tech” vs. “High Touch” Distributor is a Destructive Myth
The Future-Proof Distributor is Both
(30 minute presentation followed by 30 minutes of open discussion)

Ian G. Heller, Founder & Senior Partner, Real Results Marketing

High Tech

One of the business lessons from COVID is that no distributor can survive long without a great website. But that’s not the whole story because “digital” isn’t just a channel, it’s a foundational set of capabilities that every distributor must build to satisfy customer needs. EDI, eProcurement, email PO-to-ERP order automation, mobile apps, microsites, vending machine connectivity, AI-driven product recommendations and many more digital applications are increasingly in use across the distribution industry. Many customers expect these capabilities today and more will in the future. The phrase, “Not a Digital Distributor” is an epitaph.

In our experience, distributors often “fail” at eCommerce not because they’re oblivious to the needs (as the critics say) but for one of these three reasons:

• It’s extremely difficult. Ecommerce requirements for distributors are vastly more complex than for retailers.
• It’s very hard to measure. Unlike in retail, many of the benefits of a distributor’s digital investments can’t be measured by shopping cart sales. For example, distributor customers regularly “shop” online and then place the order through other channels. You can’t know if you’ve won or lost if you can’t keep score.
• Most ecommerce experts distributors hire (as employees or contractors) build traditional web stores that just don’t work for B2B buyers. Good ecommerce help is extremely hard to find.

High Touch

A powerful and extensive menu of services has become a key means of differentiating from pure digital competitors who abhor involving people in the process of adding value. But distributors have little to no experience in service development and often have no P&L or leader for services. Additionally, the role of the sales reps must change so they are not only evaluating customer needs and spotting opportunities but also adding value on every call. Sales reps can become important differentiators if you adapt their skills to the future.

In this fast-paced, 30-min presentation, distribution industry veteran Ian Heller will offer a synopsis of recent research on these topics as well as make specific recommendations distributors can implement immediately to ensure their companies become “future proof.”

This presentation will then be followed by 30 minutes of open discussion. Participants will be put into virtual break out groups with non-competing peers.  Please bring two ideas or questions concerning the presentation that you want to discuss.


Ian G. Heller has more than 30 years of experience executing marketing and e-business strategy in the wholesale distribution industry. Ian has also written and spoken extensively on the impact of digital disruption on distributors. At Real Results Marketing, Ian works with distribution and manufacturing clients on developing strategic plans and is available for speaking engagements.

Ian entered the distribution industry as a truck unloader at a Grainger branch while in college. He eventually became Vice President of Marketing there and has since held senior executive roles at GE Capital, Corporate Express, Newark Electronics and HD Supply. Ian most recently served as President and COO for Modern Distribution Management, a specialized information and analytics firm serving the wholesale distribution industry.

Ian earned a BA in History from Roosevelt University and an MBA from the Kellogg School of Management at Northwestern University, where he was elected commencement speaker by his classmates and won the Dean’s Distinguished Service Award.

10:10 AM – 10:40 AM
NAW Government Relations Update

Jade West, Chief Government Relations Officer,  NAW

As the critical 2020 national elections head into high gear amid a global pandemic, Jade will update you on what in the world is going on in Washington. Despite the bitter partisanship and continued gridlock, Congress is trying to come together to pass legislation to aid in reopening the country. So what is in store for Congress and the Administration for the rest of 2020 and where are things going after the 2020 election? Jade will share her insights and best guesses.


Jade West is the Chief Government Relations Officer for the National Association of Wholesaler-Distributors. She also serves as Executive Director of the NAW Political Action Committee. Jade is the senior lobbyist for NAW, advocating the interests of the wholesale distribution industry in Washington both on Capitol Hill and in the regulatory agencies.

In addition, she is Executive Secretariat for the 1,000-member Tax Relief Coalition and the LIFO Coalition. Jade is a Steering Committee member of the Alliance for Tax Fairness and Growth, and she is on the Management Committee of the Coalition for a Democratic Workplace, which leads the opposition to organized labor’s effort to remove secret ballot elections from union certification elections and force employers into binding “interest arbitration” in negotiating contracts. Jade is also a Director of the Business Industry Political Action Committee and a Founder and Director of the trade association Get Out the Vote Best Practices Group, both working to maximize the turnout of pro-business voters in federal elections.

Before joining NAW in 2002, Jade was a senior aide on Capitol Hill for more than 20 years.

10:40 AM – 10:50 AM

10:50 AM – 11:30 AM
Business Continuity – Peer to Peer Discussion

Scott Larson, President & COO, Gustave A. Larson

Get ready to hear first hand what your peers are doing in regards to Business Continuity. This 40 min peer exchange will be lead by one of the participants and then followed by break out room discussion. Participants will be put into virtual break out groups with non-competing peers.


Scott Larson is a C-level leader with a track record of success in HVAC/R industry with an emphasis on wholesale distribution. Special focus on operations, finance, supply chain and real assets. Past experience includes finance, controlling, treasury and strategic planning for a Fortune Global 500 company; investment banking and international business.

Specialties: mergers and acquisitions, turnarounds, budgeting & forecasting, valuation, team building, financial analysis and modeling, real estate

11:30 AM – 12:30 PM
The Evolution of Distributor Sales Teams
30 minute presentation followed by 30 minutes of open discussion)

David Bauders, President & CEO, SPARXiQ

You’ll end the NAW Large Company CEO Virtual Roundtable hearing how executives from several large companies have realigned and retooled their sales force as a response to market forces and the pandemic. They will share insights around sales roles, developing talent, enabling the sales force and using data to make decisions throughout the process. These companies have worked hard to make adjustments that right-size their sales organization for today and ensure they are positioned for tomorrow.

This panel discussion will be moderated by David Bauders of SPARXiQ, followed by 30 minutes of open discussion within breakout groups of non-competing peers.


Bob Decker, VP of Products & Technology, Livingston & Haven

James Howe, SVP of Sales, E-Commerce & Pricing, Motion Industries

Charley Hale, CEO, MCE

Mark Wardley, President, MORSCO


David Bauders‘ singular goal is to help his clients sustainably create and capture higher economic value.

After beginning his career at IBM and Booz & Company, in 1993 David launched SPA (Strategic Pricing Associates, Inc.). Since that time, SPA has generated $100+ Billion of profitable growth for over six hundred organizations, including twenty-five Fortune 500 companies, and is a leading provider of profit-maximizing analytics.

David also recognized a consistently growing skills gap in sales forces’ ability to navigate evolving buyer practices in today’s disruptive digital economy: core selling skills, negotiation skills, financial acumen, strategic client-relationship building, and emotional intelligence. In 2015, he established a second company, SPASIGMA, to fill that gap, as well as distributed sales teams’ need to access virtual sales training and sales enablement support. Uniquely, SPASIGMA produces binge-worthy content in Hollywood, transforming expert content into today’s modern media formats.

In 2019, David merged both companies to create SPARXiQ. SPARXiQ provides integrated analytics and training solutions that accelerate sales performance, profitability and long-term enterprise value.

Connect with David on LinkedIn.

Bob Decker has worked in the field of public accounting, owned his own lubrication systems business, and is now employed by Livingston & Haven, where he holds the position of Vice President of Products & Technologies.

He began his career in 1982 at Peat Marwick & Mitchell (now KMPG) where he earned his CPA certificate. He is still a CPA in good standing with the state of North Carolina. He went on to cofound the family owned business Andek Lubrication Systems. The company became one of the largest lubrication systems companies in the southeastern U.S., selling to the mining, paper, and steel industries, as well as many other manufacturing companies. In 2002, Andek was sold to Livingston and Haven (L & H) of Charlotte, N.C. While at L & H, Bob has filled numerous positions, leading to his current role as Vice President of Products and Technologies. In this capacity, he manages L & H’s vendor portfolio as well as leading a team that manages L & H’s largest customer. Bob also led the team that implemented the SPARKiQ strategic pricing tool in 2009 and is still involved in the management of pricing at L & H. He has also worked with SPARKiQ in many of their other programs, helping to enhance L & H’s profit and sales performance.

James Howe serves as the Senior VP/ Group Executive, Genuine Parts Company (NYSE:GPC) of Motion Industries. James started at Motion Industries in July of 2014. James currently resides in the Greater San Diego Area.

Charley Hale is and experienced Chairman/CEO with a demonstrated history of working in the flow control and fluid power industries. Skilled in Negotiation, Business Planning, Sales, Financial Analysis, and Sales Management. Strong business development professional with a BBA focused in Management Finance from Ohio University.

Mark Wardley began his career with the Reece group over twenty-five years ago gaining unparalleled experience in customer service, while establishing himself as a respected leader. Currently working as the President of Sales Enablement for Morsco Mark is widely known for his passion for sales and his coaching expertise. Outside the office Mark is an avid Australian rules supporter and loves to travel with his family.

12:30 PM
Closing Remarks

NAW Large Company CEO/COO Roundtable Participants 2019

The following wholesale distribution companies are registered for the 2020 Large Company CEO Virtual Roundtable:

  • Allied Electronics & Automation
  • Ball Horticultural Co
  • Banner Solutions
  • Behler Young Co
  • Blevins Inc
  • Building Material Distributors Inc/BMD
  • Building Products Inc
  • Chattanooga Shooting Supplies Inc
  • Coastal Construction Products
  • COE Distributing
  • Christensen Inc
  • Donovan Marine Inc
  • D W Distribution
  • Electric Supply Inc
  • Ewing Irrigation Products
  • Field Fastener
  • First Supply LLC
  • Galleher Hardwood Co
  • Gardner Inc
  • Geary Pacific Supply Corp
  • Grabber Construction Products Inc
  • Green Art Plumbing Supply/Okin-Wallack
  • Gustave A Larson Co
  • Harrington Industrial Plastics
  • Hallmark Building Supplies Inc
  • I P S Packaging
  • Johnson Supply
  • Kimball Midwest
  • Lawson Products Inc
  • Levitt Safety Ltd
  • Martin Inc
  • Medart Engine & Marine
  • Miltons Distributing Co Inc
  • National Oak Distributors Inc
  • Omni Cable Corporation
  • Paint Sundries Solutions Inc
  • Palmer Donavin Mfg Co (The)
  • Parksite Inc
  • Piedmont Plastics Inc
  • Power & Telephone Supply Co
  • Roberts Oxygen Co Inc
  • S P I Health & Safety Inc
  • Setpoint Integrated Solutions
  • Shorr Packaging Corp
  • TestEquity
  • Torrco
  • Turtle & Hughes Inc
  • Werner Electric Supply Co
  • Winzer Corp
  • Womack Machine Supply Co

NAW Large Company CEO Roundtable Participants from 2017-2020

  • Allied Electronics
  • Ball Horticultural Co
  • Banner Solutions
  • Bossard Inc
  • Bryan Equipment Sales Inc
  • Buckles Smith Electric Co
  • Building Material Distributors Inc/BMD
  • Building Products
  • C H Briggs Company
  • Coastal Construction Products
  • COE Distributing
  • Continental Batteries
  • Cope Plastics Inc
  • Electric Supply Inc
  • Ewing Irrigation Products
  • Fairmont Supply Co
  • Field Fastener
  • First Supply LLC
  • Galleher Hardwood Co
  • Gustave A Larson Co
  • Highline Aftermarket
  • I D N/H Hoffman Inc
  • I P S Packaging
  • I S C O Industries LLC
  • IEWC
  • Johnson Supply
  • Kennicott Brothers
  • Kimball Midwest
  • Lawson Products Inc
  • Miltons Distributing Co Inc
  • N M C Group Inc
  • National Oak Distributors Inc
  • Nelson Jameson Inc
  • Nichols
  • North American Plastics
  • ORS Medco
  • Pacesetter
  • Palmer Donavin Mfg Co (The)
  • Parksite Inc
  • Piedmont Plastics Inc
  • Plumbers Supply Co
  • Plumbing Distributors Inc
  • Power & Telephone Supply Co
  • Reeb Millwork Corp
  • Setpoint Integrated Solutions
  • Shorr Packaging Corp
  • Skidmore Sales & Distributing
  • Source North America Corp
  • Team Horner
  • TriMark USA
  • Turtle & Hughes Inc
  • Van Meter Inc
  • Winzer Corp

The following wholesale distribution companies attended previous NAW Large Company CEO/COO Roundtables:

  • AC Pro
  • Belknap White Group
  • Benco Dental
  • Blevins Inc.
  • BMD, Inc.
  • Boelter Companies Inc
  • Bossard North America
  • Bryan Equipment Sales
  • CH Briggs
  • Climatic Corporation
  • Composites One
  • Cope Plastics, Inc.
  • Crane Supply
  • Curbell Plastics
  • Davidson’s Inc.
  • Distribution International
  • Electric Supply, Inc
  • Ewing Irrigation
  • First Source
  • First Supply
  • Galleher
  • Grabber Construction Products
  • Gustave A. Larson Company
  • Haines
  • Highline Aftermarket
  • Team Horner
  • Hub Construction Specialties
  • IDN/Hoffman
  • IEWC
  • Inline Distributing Co
  • Johnson Supply
  • Kennicott Brothers
  • Kimball Midwest
  • L&R Distributors
  • Laird Plastics
  • Lawson Products
  • NB Handy
  • Nelson-Jameson
  • Nichols
  • NMC Group, Inc.
  • Pacesetter
  • Palmer-Donavin
  • Parksite
  • Piedmont National Corp
  • Piedmont Plastics
  • Pioneer Sand Company
  • Polymershapes
  • Power & Telephone Supply
  • Reeb Millwork
  • Robert Oxygen Company
  • Skidmore Sales & Distributing Co
  • Summit Electric Supply
  • Turtle & Hughes
  • US Lumber Group
  • Valin Corporation
  • Werner Electric Supply

The Large Company CEO/COO Virtual Roundtable will take place via Zoom Meetings. Once registered, you will receive the Zoom meeting information.