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MDM Interview, Part. 2: The Transformation Journey of Lawson Products

Four years after transitioning its sales and digital models, Lawson Products President and CEO Michael DeCata delivers a progress report

February 25, 2019

Since the Great Recession of 2008-2009, few publicly-traded companies have undertaken as much change in sales model, technology platform, process improvement and culture as Chicago-based Lawson Products. From 2009 to 2013, Lawson converted all of its sales representatives from a network of independent sales agents to sales employees, today numbering 1,000. MDM last talked with President and CEO Michael DeCata in 2014, who outlined the unique service-focused value proposition and changes taking place at the time. Four years after transitioning its sales model, we check in again for a progress report. In this issue we conclude our conversation with Decata.

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