From hybrid sales models to AI-powered efficiency, SHIFT 2025 showcased how distribution is undergoing a structural transformation. Hosted by MDM and NAW at The Inverness in Denver, this intimate event brought together 175–300 distribution leaders for three days of collaboration, strategy, and bold thinking. With peer roundtables, expert panels, and immersive networking, SHIFT created space for honest conversations on what it takes to modernize operations and stay ahead in a rapidly evolving market.
Distribution teams are evolving beyond siloed sales models. SHIFT emphasized how a truly hybrid approach, combining field reps, inside sales, and digital channels, can improve coverage while deepening customer engagement. Shared data and consistent messaging are now critical tools for aligning teams and maximizing value per interaction.
AI is no longer aspirational. Companies at SHIFT shared practical examples of using AI for immediate impact: automating manual orders, enabling dynamic pricing through CPQ tools, and generating real-time forecasts. By starting small with AI pilots, teams are driving measurable efficiency and building confidence in broader initiatives.
Kitting, assembly, technical support, and other tailored services are no longer “extras”, they’re margin builders. By embedding these offerings into their core value proposition, distributors are moving closer to their customers and increasing the stickiness of long-term relationships.
SHIFT highlighted the gap between data collection and real usage. Distributors are learning to operationalize data through segmentation, forecasting, and sales intelligence. This empowers teams to prioritize better, react faster to market shifts, and deliver smarter customer experiences.
True transformation requires more than a tech upgrade, it demands buy-in. Leaders emphasized building cultures of transparency, equipping teams with the why behind change, and celebrating quick wins to sustain momentum. The ability to retain talent and execute on digital goals hinges on how change is led from within.
To help kick off the event, Mike Brenneman (Director of sales North America) shared a brief welcome message with the full SHIFT audience, underscoring a key theme: complexity is not the enemy, it’s the business reality. He encouraged attendees to embrace the intricacies of their operations and buyer expectations, rather than trying to simplify them away.
Top 3 Takeaways:
Digital tools should support, not flatten, the complexity that makes your business work.
E-commerce isn’t just about automation. It’s about empowering people with better tools and insight.
Understanding your complexity is the first step toward building a more resilient, future-ready operation.
Hosted at the iconic Laws Whiskey House, this exclusive gathering blended immersive whiskey education with relaxed, high-quality networking. Attendees explored the full whiskey-making process during a private tour and enjoyed a curated tasting of rare and experimental whiskeys. Conversations flowed naturally in the Whiskey Sanctuary where professionals connected over shared industry insights and new perspectives. It was a night of authentic moments, meaningful exchanges, and the perfect blend of flavor and thought.
SHIFT 2025 proved that innovation in distribution isn’t about shiny tech, it’s about relevance, readiness, and resilience. From actionable AI to hybrid sales and empowered teams, distributors are building future-proof models that go beyond survival to long-term success. Sana Commerce was proud to contribute to this conversation and we’ll continue championing the tools, strategies, and mindset shifts that help distribution thrive in complexity.
Reach out to your Sana contact or connect with us at the next event!
