Note: This is taken from Dirk Beveridge and UnleashWD’s  new research and e-book available for download at

COVID-19 is a flashpoint and many distributors know it; relevance and sustainability demand transformation. The old way may have been working, but we knew the change would have to come sometime. One distributor tells me, “BAM, the virus hits and suddenly we are thrust into the new normal — we need to be at the front edge of technology to stay in business.” 

Marketing, sales, support — the entire customer experience must be digitized. Customer preferences, social distancing, competitive all-digital sellers, even employees — all demand accelerated technology to compete. 

“Those left behind will have lower profits and attract lower talent, perpetuating a self-fulfilling downward spiral,” one distributor grimly puts it. 

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