Sales & Marketing Synergy

Integrate Business Development, Conventional Sales, and Digital Marketing to Unleash Unprecedented Growth and Sales Success! 

The Process MUST Start with the C-Suite!

Register today for the Executive Leadership Workshop Series for Distributors and Manufacturers. It all begins on January 30.

Does the following sound familiar?

"We've invested a small fortune in a CRM, but it feels like our sales team treats it more like a digital rolodex than a tool for growth. When can we expect to see tangible results from this investment?"

Or how about ... ?

"Online lead capture doesn't work for us. We rarely capture any, and when we do, they are way below our expectations. They have no real value, and they're taking far too much time and energy from our sales team."

Or even ... ?

"We've got a solid tech stack and a skilled team in place, but it seems like there's something missing. What else should we add to the mix in order to see the results we've been anticipating?"

We hear it all the time!

Most distributors already have the necessary ingredients -- strong leadership in place, a stellar sales team, and cutting-edge technology -- but they're just not seeing the results they would have expected by now.

How about you? 

Are you achieving the results you want?
If not, Here is Your Game-Changer!

Just 90 Minutes a Week for 5 Weeks

Join this intensive 5-week virtual workshop series beginning January 30, 2024. Learn the essential strategies and tactics to:

  • Hit your target audiences with the correct messaging
  • Build sales funnels into your website that generate leads that convert to more closed deals
  • Get all customer-facing team members singing from the same hymn book
  • Boost your bottom line -- reach new customers and build greater share of customers
  • Learn from industry experts and connect with fellow leaders

There's no need to throw out pre-COVID sales practices to embrace digital. Conventional selling is still a must-have skill. This program will show you how to accommodate and leverage the way buyers shop and buyers' expectations have changed.

You'll be equipped with the tools and knowledge to:  

  • Stay prepared -- always ahead of your competition
  • Motivate and empower your Sales, Business Development, and Marketing teams to achieve their full potential
  • Maximize your profitability and take your business to the next level

You and nine other distribution leaders will unlock the power of robust digital sales and marketing strategies in this program. Come away with a full understanding of:

  • What a successful digital sales and marketing plan looks like (Hint: this isn't about eCommerce!)
  • Why it's imperative that your company take certain prescribed steps to stay competitive
  • How to get your people on board, taking action, and working together to generate more sales

Is This Executive Series is for You?

CEOs/ Presidents/ Owners in Distribution or Manufacturing 

If you've put powerful new systems in place, or if you plan to, but are unsure of the next steps -- then yes, this series is for you.

VPs of Sales and Marketing

If you give 90% or more of your time to your sales team, unsure what to do with or what to ask from your marketing team -- then yes, this series is for you.

Senior Sales Managers and Marketing Directors

If you're responsible for increasing sales but are not generating leads -- then yes, this series is for you, too. 

Why is This Series so Important?

Because Here's What You're up Against ...

Traditional sales methods were once the bedrock of success for distributors. While new technology has been developed to boost these proven styles, sales teams are struggling.

Here's the good news: By honing your lead management processes and taking advantage of digital sales and marketing strategies, you can generate better, more valuable leads AND accelerate your sales cycle.

These proven tactics will work for your company, helping your sales team to close more deals faster.  

Stop waiting for the promised results of your digital transformation. Learn all you need to know to unlock your company's full digital potential. 

In addition to educating you about leveraging the digital sales and marketing landscape, The Digital Distributor Program takes you through 1) documenting the knowledge you wish everyone in the company knew (think complete brain dumps from your best, most seasoned salespeople), and 2) organizing and presenting that knowledge so that everyone in your organization learns it and can reference it for years to come.

Then, using our proprietary tools, we'll show YOU, as a leader, what to do next so your teams are working together synergistically toward the same goals.

At the end of the five sessions, you will have a clear understanding of how this comes together, the tools you need to ensure the processes stay on track, and a plan that will allow the entire company to better serve and communicate with your customers.

The Curriculum


Module 1 | Aligning Your Sales and Marketing Teams - January 30

Chart a clear course of action for your sales and marketing teams.

  • Identify and eliminate common barriers that hamper success
  • Identify and assign responsibilities based on skills and roles
  • Unlock efficient, collaborative growth that will generate more business 
  • Uncover the techniques to ensure customer-centricity throughout your organization

Tools you'll use in this module include:*
- The Customer Experience Worksheet
- The Inventory of Value-adds and Solutions Worksheet
- The Barrier Elimination Worksheet
- Sample Meeting Agendas to Keep the Team on Track


Module 2 | Segmenting Your Audience - February 6

Uncover audience insights you'll wish you had tapped into years ago.

  • Create an organized breakdown of your audience like you've not done before, unlocking exponentially scalable sales and marketing potential  
  • Equip your organization with the tools they need to better communicate to and provide for each of your audience members' needs
  • Go beyond generic emails and tailor your messaging to each audience segment with the power of personalized communication
  • Craft a long-term strategy for hard-hitting, compelling content that resonates with each of your audience segments

Tools you'll use in this module include:*
- The Buyer Persona Worksheet
- The Solutions Promotion Worksheet


Module 3 | Communicating Your Value - February 13

In Module 3 you'll weaponize the insights generated in Module 2.

  • Empower your marketing team with the insights they need to promote your true value as a business partner
  • Strengthen partnerships with existing customers, turning them into brand advocates that attract even more customers and generate undying loyalty
  • Identify, improve, and repurpose your already existing content to ignite your sales funnels and drive massive results
  • Map a successful sales funnel. Understand how it works and how your team can (and should!) put your first one in place right now

Tools you'll use in this module include:*
- The Content Mapping Worksheet
- The Loyalty Stage Audit Sheet


Module 4 | Choosing and Using the Right Technology - February 20

Maximize efficiency, effectiveness, and productivity by tapping into your CRM and marketing automation. Discover: 

  • The difference between nice-to-have technology and must-have technology and how to choose between the two
  • Unforeseen growth opportunities hiding in your data
  • Which tools and technologies contribute to the automation of your lead nurturing process and whether you're equipped or perhaps over-equipped
  • What it takes to personalize communication at scale 

Tools you'll use in this module include:*
- The Marketing Automation Features Checklist
- The Definitive Guide to Marketing Automation
- The Sales & Marketing Automation Comparison Guide


Module 5 | Capture, Qualify, and Convert Motivated Leads - February 27

Supercharge your sales engine. Learn what needs to be in place to transform your MQLs into high-value SQLs.

  • Craft a robust lead management system that maximizes sales potential and elevates marketing's impact
  • Create data-driven insights that identify and track high-value leads as they move through the buyers journey
  • Design and optimize a data-driven sales funnel that can be repurposed and fine tuned with ease
  • Build a lead scoring system that will track and measure a lead's value, ensuring a full pipeline of warm leads to call on

Tools you'll use this module include:*
- The Lead Attributes Checklist
- The Lead Scoring Worksheet
- The Open and Closed Loop Sales Funnel Planning Form

*Although some may sound familiar, The Digital Distributor Program's proprietary tools are customized for the unique challenges and opportunities that exist in distribution. This curated toolkit becomes your company's 'digital sales and marketing bible,' empowering all employees to understand and serve each customer better, year after year.

Based on the book, The Digital Distributor | Six Steps to Accelerate Sales, you'll move swiftly through practical exercises designed for immediate implementation, equipping you with strategies and knowledge that will propel your sales team's abilities to new heights. 

Endorsements for The Digital Distributor™ Program

Jim Banovich
CEO, Marsh Electronics

“As a distributor we are struggling with the developing of an introduction or invitation to see customers face-to-face. I can see how Susan's digital tools will lead us to introductions and invites for face-to-face meetings at the right point in the sales process. Great timing Susan!”

Mike Marks, Founding Partner, Indian River Consulting Group

"We are all deluged with the ‘change now or die’ message. This is a program of six steps that examines how to start and how the pieces fit together. It provides very tangible and specific examples of what the new normal will look like for an industrial distributor."

Brian Peters
CEO, Peters Supply

"Susan's playbook gives you step-by-step instructions on what we all need to do to communicate our value to more people. Follow Susan’s compass, and you will find your distribution company surrounded with more customers for whom you are better fit to help solve their problems."

Pradip Krishnadeverajan, NAW Fellow and Co-Founder, ActVantage

"The age of acceleration is upon us! Susan presents a robust roadmap for distributors to compete online effectively. As a distributor, if you are unsure where to begin, Susan’s framework is a compelling starting point. Susan has done all the hard work for you. It’s time for us to get moving."

Mark Dancer, NAW Fellow and CEO, Network for Business Innovation

"Susan provides indispensable insights and executable actions for immediately growing sales and delighting customers, and at the same time, building a foundation for B2B innovations and the future of distribution. This book is a must read for every distributor leader and rising star!”

Dirk Beveridge, Founder of UnleashWD & We Supply America

"Susan shares the latest in B2B marketing and supports it all with case studies from distribution companies; and unlike most others, she prescribes the very next step you must take to market in a post pandemic world (with downloadable worksheets!)"

Kyle Schull
President, Building Products, Inc.

"Susan provides an excellent roadmap for distributors to follow. I have personally worked with Susan for the last two years while launching our digital marketing initiatives at BPI. She is a wealth of knowledge, and distribution leaders would be wise to follow her six steps as they look to innovate their sales and marketing strategies for the future.”

"Why settle for mediocrity? Unleash high-impact digital strategies, built on a rock-solid foundation, and watch both your in-person and digital sales soar. Five weeks, ninety minutes each, focused action, and zero waiting." 

About Your Instructor, Susan Merlo

Susan is a digital sales and marketing consultant specializing in wholesale distribution. More than a consultant, she's a champion for distributors. 

She believes your customers deserve better than Amazon and impersonal vending machines, and she is determined to equip distributors and manufacturers with the tools and strategies to better promote their value, serve their customers, and thrive in the modern marketplace. 

When faithfully executed, the steps in The Digital Distributor Program will generate new and recurring sales, enhance customer loyalty, and capture a larger share of your customers' spending.


Before it gets any wider, bridge the gap between your sales and marketing teams.


Bonus 1
A 30-Minute Personalized Strategy Session

Unlock your growth potential!

Let's face it, every company faces unique challenges. Staffing changes, process bottlenecks, and unforeseen obstacles can derail even the best plans.

With a seasoned expert by your side, you'll:

  • Gain clarity on your specific roadblocks and challenges
  • Collaboratively develop a targeted action plan tailored to your business
  • Receive expert guidance from a seasoned expert who's seen it all
  • Unleash your growth potential and accelerate your success
Value: $500
Bonus 2
2 Copies of the Book That Started it All

Since its November 2022 release, The Digital Distributor -- Six Steps to Accelerating Sales has become the must-have guide for distributors who want to thrive in today's digital-first landscape.

This powerful resource, brought to you by industry leader Modern Distribution Management (, provides a clear roadmap for unlocking sales growth and taking your distribution level to the next level.

Value: $125
Bonus 3
Unlimited Access to Module Recordings

Recordings of all five modules, professionally edited for clarity and ease of listening.

Recordings will be stored an in exclusive, password-protected website along with all program materials (notes, transcriptions, worksheets, etc.) will be located.

Any additional resources or tools provided as part of the program will also be included. 

Value: $2,500


When are the trainings and how long is each module?

We begin on Tuesday, January 30, at 11:00am EST. Each module will be ninety minutes long and will be preceded and followed with 15 minutes of Q&A.

Why are the Q&A sessions so valuable? Why do they matter?

The program will be filled with nine other distribution professionals besides yourself, many of whom are struggling with the same things you are. By sharing insights and learning from others, you'll be equipped to identify upcoming obstacles and problems early and resolve them or prepare for them more efficiently.

What if I miss a module or two?

Each module will be recorded and made available within a day or two. 

Will this work for a company with no marketing team?

If you'd like to take advantage of digital opportunities, you will likely want to deploy what you learn right away. Having an internal marketing team is helpful, but what needs to be done can also be outsourced. Either way, this work must be done in order to remain competitive. 

Is this program just for distributors?

This program is primarily geared toward distributors, and manufacturers would benefit from this series as well.

We already have a CRM and an eCommerce site. Why do we need this program, too?

Your eCommerce site exists to make it easy for customers to buy products the they need. That's not what this program is about.

This program teaches you how to connect more intimately with buyers, find more customers to serve, and communicate more effectively about the value of doing business with your company.

You'll learn how your company should be using digital sales and marketing strategies to develop a greater wallet share from your existing customers, increase customer retention, and so much more.

Many distributors invest in a CRM but don't fully utilize its capabilities, leading to missed opportunities. This program will help you unlock the full potential of your CRM, maximizing its benefits and delivering a significant return on investment. You'll learn how your CRM can save time for your salespeople and increase sales as well.

What are the results I can expect to see?

By attending all five modules of this series, you will see the following results:

- Buy-in throughout your organization

- Messaging that conveys your company's value to each customer segment

- A clear understanding of marketing automation technology and how it integrates with your CRM

- A powerful lead management system that makes life better for your salepeople

- Preparedness and a plan for going forward

- And so much more!

Don't let another year go by!

Imagine a future where your digital sales and marketing strategies are firing on all cylinders, driving explosive growth, and delivering an unprecedented return on investment.

That future is within reach, and you can start now. As we enter 2024, it's crucial your organization has the framework in place to ensure a competitive foothold in the digital landscape. 

100% Satisfaction-Guarantee

We're confident that this program will equip you with the tools and strategies you need to excel in your digital sales transformation and sales enablement journey. We want you to feel completely comfortable with your purchase.

You have a 14-day money-back guarantee. If you're not completely satisfied within the first 14 days of the program, simply let us know and we'll process a full refund, no questions asked.

Our goal is to see you succeed, and we're here to support you every step of the way. If you encounter any challenges or need assistance, our dedicated team is always available to answer your questions and provide guidance.

Think of this as your risk-free opportunity to transform your digital sales approach. We're confident in the program's effectiveness, but ultimately, your satisfaction is our top priority.