One of the earliest wins distributors have had with AI has been in improving sales effectiveness. Watch on-demand for an expert panel discussion on how AI can give your sales team an edge. 

You’ll learn how AI can: 

• Guide sales reps to spend time with the right prospects at the right time 

• Personalize outreach at scale across channels, ensuring every interaction is relevant 

• Automate follow-ups, reminding your team when to check in with customers 

• Spot upsell and cross-sell opportunities to boost average order value and grow wallet share 

• Reduce the busy work for sales teams, letting them focus on strengthening relationships 

This session focused on real-world applications of AI in distribution.

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Thank you to our sponsors:

About our panelists:

Kristen Thom

Senior VP of Customer Experience, White Cup

Kristen Thom is the Senior VP of Customer Experience at White Cup. She joined White Cup, formerly Compass Sales Solutions, in 2013. With a customer-first commitment, Kristen has held roles across implementation, support, development, product management, and customer success.

She has almost 10 years of experience in the office technology space and almost 5 years of experience in the distribution industry. Kristen lives in Boise, Idaho with her husband, two dogs, and extended family.

Varun Sridharan

Director of Decision Analytics & Science Platform Technology, Infor

Varun Sridharan is the Director of Decision Analytics & Science Platform Technology at Infor. With over a decade of experience, he specializes in developing customer-centric, ML-based solutions for complex problems. Varun has a proven track record of identifying lucrative business opportunities, crafting strategic product visions and leading high-performing teams. He has successfully driven business growth, unlocking opportunities worth $3 billion through exceptional customer experiences. His diverse experience spans startups to Fortune 10 companies, navigating the complete product lifecycle from innovation to scaling. Varun's technical expertise and leadership skills enable him to excel in dynamic environments and foster creative thinking.

Zach Pretzell

Account Executive, Endeavor

Zach Pretzell grew up in Detroit, where he spent his early years tinkering with cars and dirt bikes, developing a deep appreciation for hands-on problem-solving. After graduating from Michigan State University, he joined NASA and built systems to protect sensitive digital assets from U.S. adversaries. After NASA, he built farm robots at a startup and led a team designing drone and satellite AI for the U.S. Air Force and Space Force. Now at Endeavor AI, he focuses on equipping distributors with AI-driven tools to streamline operations and enhance sales effectiveness, helping make the U.S. industrial base more competitive globally.

Chris Fisher

Vice President of Ecommerce, ECI

Chris Fisher is a seasoned Vice President of Ecommerce with a track record of driving growth in B2B SaaS across multiple geographies. He specializes in developing strategic growth plans, aligning sales and marketing efforts, and leading high-performing teams to successfully launch and scale new products.

About our host:

Ian Heller

Co-Founder & Chief Strategy Officer, Distribution Strategy Group

Ian Heller is Founder & Senior Partner at Distribution Strategy Group and has more than 30 years of experience executing marketing and e-business strategy in the wholesale distribution industry. He has written and spoken extensively on the impact of digital disruption on distributors.