New Research Report

The End of Channel Dependence

How B2B manufacturers are breaking free from distributor-only models — and building multi-channel strategies that protect margins, recover customer data, and drive sustainable growth.

Presented by

Master B2B

Cadent Commerce

Free Download

Get the Full Report

Based on in-depth interviews with manufacturing executives across industries. No fluff — just the real playbook.

What's Inside

Why the Old Model Is Breaking

Four converging forces that have reached a tipping point for manufacturer go-to-market strategy.

The Structural Flaws of Distributor Dependence

Misaligned incentives, invisible customers, and pricing chaos — the hidden costs of channel-only models.

Where Distributors Still Win

An honest look at the four areas where distribution partners create genuine, hard-to-replicate value.

The Modern Hybrid Manufacturer

A practical framework — six critical questions — to build a multi-channel strategy that actually works.

The Channel Shift Is Already Happening

The data is clear. The question isn't whether to adapt — it's whether you'll lead or follow.

16%

of all manufacturing & distribution sales now happen through B2B eCommerce

return on ad spend reported by manufacturers who invested in direct brand marketing

structural friction points in every distributor relationship — and most manufacturers are ignoring all of them

The Core Problem

Your Distributors Are Working for Themselves

Manufacturer executives told us again and again: they knew something was wrong with their channel strategy, but they couldn't pinpoint exactly where the value was leaking. This report names it plainly.

Friction Point 01

Misaligned Incentives Are Baked In

Distributor sales teams optimize for rebates, MDF, and volume incentives — not your brand equity or long-term category growth. As one executive told us: "There's not much loyalty. It's price-driven."

Friction Point 02

You've Lost Visibility Into Your Own Customers

When you sell only through distributors, you're making product and pricing decisions based on what distributors order — not what end customers actually need. That's a strategic blind spot you can't afford.

Friction Point 03

Pricing Discipline Collapses at Scale

"How do you manage MAP pricing when you have 10,000 distributors?" Online algorithmic repricing creates cascading violations that are nearly impossible to police without dedicated resources.

The Framework

Six Questions Every Manufacturer Must Answer

The report gives you the complete framework. Here's what you'll be working through.

Are there market segments your distributors have refused to serve?

Are there unauthorized sellers you need to push out of your category?

Could a "quiet" direct eCommerce presence work for your business?

How much installation and ongoing support does your product require?

Can leadership accept the tradeoff between price integrity and conversion rate?

Is your company ready to invest in brand marketing that lifts all channels?

About Master B2B

Master B2B publishes industry-leading thought leadership research and operates an elite community of B2B eCommerce executives. Members network and share best practices through peer-to-peer dinners, roundtables, and summits.

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About Cadent Commerce

Cadent Commerce builds seamless eCommerce experiences for complicated businesses — helping B2B manufacturers and distributors do business the way they want. Strategy-driven, obsessed with outcomes that last beyond launch.

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