MDM’s 2025 SHIFT Conference is set for May 13-15 in Denver, and our marquee in-person change management conference features more than 20 different speakers who bring a range of expertise and perspectives to deliver across the event’s 2.5 days.

This group is a collection of distribution executives, consultants who advise distributors day-to-day and strategic solution providers who specialize in tools that distribution leaders are infusing into their business strategies.

Over the next few weeks, we’re rolling out spotlight profiles on these speakers to preview them and their SHIFT session.

First up: John Gunderson

Gunderson is a former MDM staff member, having served as our Vice President of Analytics from 2018 to 2020. He’s a seasoned distribution executive, consultant and industry writer, and if you’re a regular MDM reader, you’ve likely seen his byline on various articles over the years. He’s headed up the writing of our ongoing MDM Case Study series that we launched at the end of 2022, starting with his deep dive on Fastenal’s decade-long transformation from a branch-heavy footprint to one that focuses on total supply chain services. That case study is now a regional finalist for the American Society of Business Publication Editors’ Awards of Excellence. He’s followed that case study with subsequent ones on Wesco, Ferguson, Watsco and MSC Industrial Supply.

Gunderson currently writes for Channel Marketing Group, helping lead its newly launched Industrial Supply Trends publication in coordination with the Industrial Supply Association, where you’ll often see his MDM insights infused.

Here’s a snapshot of Gunderson’s background and what he plans to showcase at SHIFT.

Name: John Gunderson 

Company Name: Channel Marketing Group 

Title: Distribution executive and industry writer

Bio: John Gunderson is a senior distributor leader with more than 25 years of experience leading category management, sales, marketing, pricing, analytics and e-business with companies such as Crescent Electric Supply Company, HD Supply Power Solutions, White Cap Construction Supply, Anixter/Wesco, Modern Distribution Management and EIS-Inc. He’s served on the consulting side of distribution and manufacturing with Dorn Group, and currently writes for industry publications and works in the channel with key partners that include ACTvantage and Channel Marketing Group. You can reach John at [email protected] 

SHIFT Session Title: Data Analytics: The Power of Precise Customer Segmentation 

SHIFT Session Description: Not all customers are created equal — and successful distributors know how to leverage segmentation to drive profitability, loyalty and growth. This session dives into how to identify and prioritize customer segments, tailor your value propositions and allocate resources effectively to achieve maximum impact.   

Why this SHIFT session matters: “The biggest thing that most distributors, manufacturers and reps often overlook when segmenting their customers is they are almost exclusively using their own transactional data. They use only our data to ‘slot their customers’ into the right segment, price profile, price class, sales class and so much more. In our session, we will show you proven ways to build customer segments that are more than just what they buy from you today, but unlock customer gaps and show you total customer potential. If you are only using your own historical transaction data alone to segment your customers… your competitors who are using potential and outside data will likely leave your business on the shore while they sail away with share gain.” — Gunderson