Agenda
Tuesday
Day 1 - May 12
2:00 - 7:00 pm
3:00 - 3:15 pm
3:15 - 5:00 pm
Mainstage Session
Benchmark Your Innovation & Transformation Levers Workshop
Tom Gale, MDM Strategic Advisor, NAW
John Nantz, Founder, Redwood Advisors
Nick Pericle, Managing Director, ProfitOptics
Dr. Bharani Nagarathnam, Faculty, Texas A&M University
John Gunderson, Distribution Executive, Channel Marketing Group
One of the unique differentiators of SHIFT is the ability to benchmark your progress and exchange insights with industry peers in our individualized welcome workshop. Using our custom comprehensive assessment tool focused on Hybrid Sales, Digital, Data Analytics and Culture, attendees are equipped with the tools to help guide your discussions throughout the entire program. Led by subject matter experts, you will leave with the tools to build a more profitable business model for the future.
Break
5:15 - 6:15 pm
(Attendees select one cohort for the event upon registration: Hybrid Sales, Digital, Data Analytics, Culture)
Break
6:30 - 7:30 pm
(Pre-Registration Required)
Light appetizers and drinks will be provided during both activities.  Â
- Pickleball Â
- Glow Golf Â
6:30 - 8:30 pm
Welcome Reception
Join your fellow attendees for bites and beverages following day 1 of the program. Pickleball and Glow Golf participants will be able to join upon the conclusion of their activities at 7:30 pm. Those not participating in either activity can head directly to the beer garden at 6:30 pm.
Wednesday
Day 2 - May 13
7:00 am - 6:00 pm
Solutions Hub Open for Visitors and Conversation
7:00 - 7:45 am
Breakfast
Break
8:00 - 9:45 am
Mainstage Sessions
AI-Driven Transformation in Distribution
Teesee Murray, Group President, Turtle
Konrad Konarski, Chairperson, AI Applied Consortium
Pierre Barbeau, CEO, Moblico
Moderated by: Bart Tessel, Chief Innovation Officer, NAW
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Artificial intelligence is no longer a distant concept — it’s a game-changing tool transforming how distributors operate. This session brings together leading experts and innovators to explore how AI is reshaping the industry from inventory management to customer experience optimization.
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Reece’s People-First Path to a Future-Ready Workforce
Chip Hornsby, Executive Chairman, Reece USA
Eric Hoplin, President and CEO, NAW
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With shifting market dynamics and emerging disruptions reshaping traditional business models, exclusive MDM research has identified the key traits that set top-performing innovators apart. In this session, we’ll explore the latest insights, strategies, and real-world examples that can help you future-proof your business and stay ahead of the competition. Get ready to define your path forward and turn innovation into impact.
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Break
10:15 - 11:00 am
(Attendees self-select breakout on the day of the event)
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OPTION 1:
Aligning Sales Compensation with Profitable Growth
Donya Rose, Managing Principal, The Cygnal Group
How do you design a sales compensation strategy that drives both revenue growth and profitability? Many distributors struggle with incentive structures that inadvertently erode margins, misalign sales priorities, or fail to reward long-term customer value. In this session, we will explore how leading distributors can refine their sales compensation models.
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OPTION 2:
A Distributor’s Digital Transformation Journey
Allie Copeland, SVP, Chief Transformation Officer, ADI
Dive into case studies of successful digital migrations, integrating tech stacks, and improving operational agility.
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OPTION 3:
Mastering Data for Smarter Decision MakingÂ
Patrick McCurdy III, President, Kimball Midwest
Sonya Wells, Chief Information Officer, SRS Distribution
Stop wasting the data your company already has. Explore how to operationalize your proprietary information to garner real-time insights and gain a competitive advantage.
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OPTION 4:
It’s a Zoo Out There
Darcy Blessing-Williams, Managing Director, Nivalmi Consulting
Susan Tunney, Chief Human Resources Officer, Singer Equipment Company
This session is ideal for leaders looking to foster an environment where diverse teams can thrive despite consistent change and challenges.
Planning to attend? To get the most out of this session, please email [email protected] and request the ZooKeeper Assessment. Your personalized results using the traits of four zoo animals to understand team dynamics – Lions, Lemurs, Dolphins and Elephants – will be sent to your email.
Break
11:15 - 12:15 pm
(Attendees select one cohort for the event upon registration: Hybrid Sales, Digital, Data Analytics, Culture)
Lunch
After enjoying your lunch, attendees are invited to visit the Solutions Hub to learn more about our partners and industry innovations.
1:15 - 2:00 pm
(Attendees self-select breakout on the day of the event)
OPTION 1:
How to Price Strategically for Hybrid Sales Success
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Scott Sinning, President, Pricing for Distributors
In this session, we will walk through the journey of building a high-performing hybrid sales team—one that optimizes efficiency, leverages digital tools, enhances customer engagement, and maximizes revenue potential.
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OPTION 2:
Effective Change Management for Digital Transformation Leaders
Nick Pericle, Managing Director, ProfitOptics
Kevin Stone, SVP, Technology, Procurement and Inventory, Motion
This session delves into the critical components of successful digital transformation, emphasizing the importance of change management and strategies to encourage customer engagement with new digital platforms.
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OPTION 3:
The Power of Precise Customer Segmentation
John Gunderson, Distribution Executive, Channel Marketing Group
Bill Sexton, VP Customer Experience, Global Industrial
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.
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OPTION 4:
Understanding Expectations
Dr. Bharani Nagarathnam, Faculty, Texas A&M University
Is your organization ready to meet the expectations of Gen Z and Millennials in the workplace? Join us for a discussion around creating an environment that meets the needs of both your employees and your business.
Break
2:15 - 3:00 pm
Mainstage Session
State of Distributor Go-to-Market Models
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John Nantz, Founder, Redwood Advisors
Redwood Advisors and MDM Research partnered on a report analyzing key trends in distributor go-to-market strategies. Based on industry surveys and executive interviews, the research covers the rise of inside and hybrid sales, demand for specialized expertise, the growing value of light assembly and tailored solutions, and the impact of deep customer integrations.
Break
3:15 - 4:00 pm
(Attendees self-select breakout on the day of the event)
OPTION 1:
Leveraging Technology for Sales Success
Ben Albu, Founder & President, Rockyrill Ventures
Explore the critical tools and platforms that can empower your sales team, whether remote, in-person or a mix of both. We will delve into how automation, CRM systems, and digital sales platforms can help streamline your process, provide real-time insights and boost productivity.
OPTION 2:
AI Approaches for Distribution LeadersÂ
Anne Balduzzi, Executive Advisor of AI and Innovation, Hartman Executive Advisors
As AI continues to reshape the distribution industry, understanding how to effectively develop and implement AI initiatives is critical for long-term success. In this session, industry expert Anne will provide a strategic framework for launching AI initiatives, offering practical insights on the first steps to adoption. She will also highlight the role of governance models and enhanced security measures in ensuring responsible and scalable AI deployment. Join us for an in-depth discussion on harnessing AI’s transformative power while navigating the complexities of innovation and risk management in an evolving digital landscape.
OPTION 3:
Building a Data-Driven Culture
Donnie Williamson, MDM Director of Analytics, NAW
Jimmy Moreno, Senior Demand Generation Analyst, Lawson Products
Jeff Whealton, Senior Market Intelligence and Economic Analyst/Principal Power BI Developer, Ferguson
In this session, we will explore practical steps for creating and scaling a data-driven culture within your organization. Experts will discuss best practices for aligning your team, tools and strategies to make data-driven decisions at every level of your business.
OPTION 4:
The Future of AI Research & Workforce Development
Konrad Konarski, Chairperson, Ai Applied Consortium
William Aiken, PhD Candidate at University of Ottawa
Dr. Jungwoo Ryoo, Chancellor & Chief Academic Officer, Penn State
Cutting-edge AI research is shaping the future of wholesale logistics, from digital twins to predictive analytics and decision support systems. Experts will explore how academia is preparing the next generation of AI-driven professionals and fostering collaboration with the industry.
4:00 - 5:30 pm
(Attendees select one cohort for the event upon registration: Hybrid Sales, Digital, Data Analytics, Culture)
Break
6:00 - 7:30 pm
7:30 - 8:30 pm
Women in Distribution Forum
(Pre-Registration Required)Â Â
Join us for an energizing conversation with two powerhouse executives in distribution, Allie Copeland, SVP, Chief Transformation Officer, ADI and Teesee Murray, Group President, Turtle, as they share their personal journeys, leadership insights, and strategies for sustaining innovation and purpose in a demanding industry. This forum will also recognize MDM’s 2025 Women in Distribution honorees and debut a new Resource Library curated by women leaders. Attendees will leave with a handpicked book—and renewed inspiration to lead forward.
Thursday
Day 3 - May 14
1:45 - 2:30 PM
Track A: Hybrid Sales – Omnichannel Sales & Channel Strategies to Drive Revenue Growth
James Dorn, President & CEO, Dorn Group
John Gunderson, Channel Strategy & Profitability, Dorn Group
This session explores strategies to fully leverage supplier resources, sales enablement and marketing teams to provide meaningful business development intelligence, tools and turnkey programs that enhance performance across all your selling teams. Key topics include deepening supplier partnerships to provide more comprehensive sales enablement support, maximizing the sales potential of your internal marketing and sales enablement teams, adopting a solutions-oriented go-to-market approach, and more.
Track B: Digital – The Future of B2B Digital Experience
Justin King, B2X Partners
Explore the transformative role of AI assistants in B2B commerce, focusing on their ability to simplify product discovery, enhance decision-making, and predict needs. We’ll discuss the future of intuitive and predictive AI-driven interfaces and provide practical advice on effective change management and training to prepare your team for these advancements. Join us to gain insights into creating a more responsive, efficient, and customer-centric B2B environment.
Track C: Data Analytics – Distributor Data Analytics Best Practices
Moderator: Donnie Williamson, Director of Analytics, NAW
Dennis Shaw, Manager, Strategic Planning, Graybar
Pat Hashimoto, Director, Customer and Market Intelligence, MSC Industrial
Stefanie Lee, Market Analytics Team Leader, McNaughton-McKay Electric Company
Industry leaders in data analytics will share their insights into the art and science of integrating internal and external data resources, forecasting market trends and advanced analytics to elevate business strategy. The conversation will highlight practical examples of how distributors can tap into these resources to better predict customer needs and optimize sales channels for increased efficiency and effectiveness.
6:00 - 7:00 am​
Optional Sunrise Yoga
(Pre-Registration Required)
8:00 - 8:45 am
Breakfast
8:45 - 11:30 am
Mainstage Sessions
A CEO’s Perspective on Leadership, Growth, and the Future of DistributionÂ
Steve Swinney, CEO, Kodiak Building Partners
Through candid reflections and forward-looking perspectives, we’ll explore the evolution of the industry, the skills that define great leadership, and the bold strategies shaping the future. This conversation will inspire you to think differently about your own path—whether you’re navigating change, driving innovation, or redefining success in distribution.
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Reset and Win
Sara Prince, Senior Partner, McKinsey & Company
Alex Abdelnour, Partner, McKinsey & Company
In an era of rapid disruption, some distributors have turned challenges into opportunities by rethinking their business models, investing in innovation and unlocking sustainable growth. This session will dive into key lessons from the industry’s most transformative players, based on insights from McKinsey’s groundbreaking research.
Program Concludes -Â 11:30 am
Attendee FAQ:
WHAT IS A COHORT?:Â Â
During registration, attendees select a tailored cohort [Hybrid Sales, Digital, Data Analytics, or Culture] designed around their professional interests and expertise. Â
These cohorts create intimate networking opportunities, pairing participants with like-minded peers to exchange ideas, share best practices and collaborate on common goals. Â
Your selected cohort will meet 3 times – for a total of 3 ½ hours – during your time at SHIFT, allowing you to participate in meaningful conversations with individuals who share your challenges and can help you identify transformative next steps for your business.  Â
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HOW DO I PICK EDUCATIONAL SESSIONS?:Â
Vote with your feet on the day of the event to hear from subject matter experts on the topics that matter most to you and your business. Â
The educational sessions you opt into on May 14th do not need to be under the same umbrella as your selected cohort. We encourage you to sit next to someone who has a different job function to look at your learnings through a new lens. Â
HOW DO I PRE-REGISTER FOR AN OPTIONAL ACTIVITY LISTED ON THE AGENDA?:Â
When you register for the full SHIFT event, you will be prompted regarding the optional activities throughout the agenda. Â
If you do not register for an activity at the time you sign up to attend SHIFT, you can email [email protected] to opt-in. Â
Some activities have maximum capacities so please register as soon as you are able. Â
