A vendor creates the product and the distributor takes it to market; a simple, linear process that has evolved over many decades to best leverage the strengths of each player, and offset their weaknesses.
Vendors sell to many distributors in many markets while distributors sell many vendors in their local markets. It is a perfect fit, but too often, effective communication is lacking. The communication channels are heavily numbers focused with little to no discussion about market opportunities and customer needs that remain unfulfilled. In my 40-plus years in the DPH business, I don’t recall ever hearing the term “product market fit.” Have you?