Trends Report

The State Of B2B Distributors: Debunking The Old Myths And Examining New Realities

Is It Time To Reevaluate Your B2B Distribution Strategy?

March 28th, 2024
With contributors:
Joe Cicman , Christina Schmitt , Mike Pregler , Mallory Icenhower , Kate Pierpont


B2B distributors face a growing list of threats to their business model causing doubt among suppliers about their long-term viability. This concern, combined with long-standing myths surrounding distributors, is leading suppliers to question the value of including distributors in their route-to-market strategy. In this report, we examine the top five myths about distributors and use data and empirical evidence to provide an accurate understanding of the benefits and challenges that B2B distributors deliver to suppliers and their partner ecosystem.

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