Channel Marketing Group
Channel Marketing Group is a privately held consulting firm serving manufacturers, distributors, manufacturer reps, and associations in the electrical, lighting, HVAC, plumbing, and industrial distribution trades with strategy, market research, and sales management services.
- Company typePrivate
- Founded2000
- HeadquartersRaleigh, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Channel Marketing Group does
Channel Marketing Group, Inc. is a privately held, founder-owned B2B consulting firm headquartered in Raleigh, North Carolina, founded by David Gordon in 2000. The firm specializes exclusively in the electrical, lighting, HVAC, plumbing, and industrial distribution trades, serving manufacturers, distributors, manufacturer representatives, industry associations, and — to a lesser extent — technology companies targeting those verticals. With 1–10 total employees (principals include David Gordon, Gene Biben, Chuck Labow, and Kevin Coleman), CMG has completed engagements with more than 150 companies over 20+ years, ranging from $10M organizations to national and multi-national chains, and its principals carry 100+ years of combined industry experience.
The firm delivers services across six practice areas: strategic planning (including the proprietary Growth Planning System for distributors), channel planning, market research, customer engagement, account-based marketing, and sales management. CMG packages much of its market intelligence through three vertical content properties — ElectricalTrends, HVACRTrends, and Industrial Supply Trends — and runs recurring research such as the quarterly Pulse of Lighting study (since 2017) and contractor surveys covering 750+ respondents across five construction industries. These publications double as marketing channels and as data sources that inform client engagements.
CMG operates on a project-based professional services model with pricing determined through consultation rather than published rate cards. Engagement models range from short-term strategic planning workshops and market sizing studies to longer-term fractional sales management and ongoing advisory relationships. The firm does not develop, license, or sell any software product, platform, or API; its underlying "technology" is its accumulated domain expertise, proprietary research pipeline, and trade-level relationships. CMG is wholly independent, with no parent company, no external funding rounds, and no M&A activity disclosed.
Channel Marketing Group firmographics
Firmographics- Name
- Channel Marketing Group
- Legal name
- Channel Marketing Group, Inc.
- Website
- https://channelmkt.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Channel Marketing Group is a privately held consulting firm serving manufacturers, distributors, manufacturer reps, and associations in the electrical, lighting, HVAC, plumbing, and industrial distribution trades with strategy, market research, and sales management services.
- Ownership category
- akta.pro rank
Channel Marketing Group industry classification
Industry- Product category
- Channel Marketing Consulting
- NAICS
- Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Management Consulting Services (8742), Services-Advertising (7310)
- akta.pro primary industry
- Channel Marketing (Distributor/Reseller Programs) (MPAAAJAK)
- akta.pro secondary industries
- Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Market Research, Analytics & Consumer Insights (BPAFAAAM)
Keywords
Where Channel Marketing Group is headquartered
LocationHeadquarters
- HQ city
- Raleigh
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Channel Marketing Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Consulting Services: Channel Marketing Group generates revenue through consulting engagements with manufacturers, distributors, manufacturer reps, and associations. Services include strategic planning, channel planning, market research, customer engagement, account-based marketing, and sales management. The company operates on a project-based consulting model, with engagements ranging from strategic planning workshops to ongoing advisory services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Channel Marketing Group product offering
Product offeringCore offering
Channel Marketing Group provides strategy, marketing, and market research consulting services to manufacturers, distributors, manufacturer representatives, and associations in the electrical, lighting, HVAC, plumbing, and industrial distribution industries. Core offerings span strategic planning, channel planning, market research, customer engagement, account-based marketing, and sales management, delivered through project-based consulting engagements.
Product overview
Channel Marketing Group is a consulting firm, not a software product company. It does not offer a platform, software product, or SaaS tool with modules, integrations, or releases. The company provides professional consulting and advisory services focused on channel marketing and sales strategy for manufacturers, distributors, and manufacturer representatives in the electrical, lighting, HVAC, and plumbing industries. Services include strategic planning, channel planning, market research, customer engagement, account-based marketing, and sales management. The company also publishes industry intelligence through ElectricalTrends.com and HVACRTrends.com.
Differentiator
Problem solved
Functional benefit
Brands
- ElectricalTrends: Industry news and insights website dedicated to electrical distribution industry news and trends
- HVACRTrends
- Industrial Supply Trends
Products and services
- Strategic Planning
- Channel Planning
- Market Research
- Customer Engagement
- Account-based Marketing
- Sales Management
Companies that use Channel Marketing Group
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Channel Marketing Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Channel Marketing Group partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights5 records
Channel Marketing Group competitors and assessment
Company assessmentBroad incumbents
- Bain & Company: Global management consulting firm that competes for channel and marketing strategy engagements from large industrial clients. Comparable because it offers overlapping channel strategy and market research services, but at a much larger scale and broader industry focus.
- McKinsey & Company: Global management consulting firm with a dedicated B2B and industrial practice. Competes with CMG for senior-level channel and marketing strategy work at large manufacturers, though with a far broader portfolio and a generalist model.
- ThomasNet: Long-standing industrial B2B platform and marketing services business serving manufacturers and distributors across many verticals. Comparable as a scaled marketing/distribution channel player in the industrial trades, though it operates more as a platform than an advisory firm.
Direct peers
- Modern Distribution Management (MDM): Research, publishing and consulting firm focused on industrial distribution and B2B. Closely mirrors CMG's blend of trade publication, proprietary research, and advisory services to distributors and manufacturers.
- IMARK Group: Marketing services and purchasing group for independent electrical distributors in North America. Directly comparable to CMG's electrical distribution client base and channel-marketing focus; David Gordon, CMG's founder, previously spent five years at IMARK, and CMG publishes for IMARK Group publications.
- Affiliated Distributors (A-D): Member-owned marketing and distribution group serving electrical, plumbing, HVAC, and industrial supply distributors. Comparable because it operates at the intersection of channel marketing and distributor services for the same verticals CMG serves.
- Industrial Strength Marketing: Industrial B2B marketing agency focused on manufacturers and distributors in similar verticals. Directly comparable as a niche marketing services provider targeting industrial trade audiences.
Others
- Industrial Distribution magazine (BNP Media): Trade publication covering industrial distribution, where CMG leadership contributes content. Adjacent rather than directly competitive, but the audience overlap makes it a relevant ecosystem participant for thought leadership distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Channel Marketing Group social profiles
Digital presenceChannel Marketing Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Channel Marketing Group leadership team
Management profileNumber of profiles
Profiles4 records
Channel Marketing Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Channel Marketing Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Channel Marketing Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Channel Marketing Group
What does Channel Marketing Group do?
Channel Marketing Group provides strategy, marketing, and market research consulting services to manufacturers, distributors, manufacturer representatives, and associations in the electrical, lighting, HVAC, plumbing, and industrial distribution industries. Core offerings span strategic planning, channel planning, market research, customer engagement, account-based marketing, and sales management, delivered through project-based consulting engagements.
Is Channel Marketing Group a public or private company?
Channel Marketing Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Channel Marketing Group founded?
Channel Marketing Group was founded in 2000. It employs 1 to 10 people.
Where is Channel Marketing Group based?
Channel Marketing Group is headquartered in Raleigh, United States, in the North America region.
How does Channel Marketing Group make money?
One revenue line is on record: consulting Services.
Who are Channel Marketing Group's main competitors?
Broad incumbents on record are Bain & Company, McKinsey & Company and ThomasNet. Direct peers are Modern Distribution Management (MDM), IMARK Group, Affiliated Distributors (A-D) and Industrial Strength Marketing. Industrial Distribution magazine (BNP Media) is listed as an others.
Does Channel Marketing Group have an API?
No public API is recorded for Channel Marketing Group.
What industry is Channel Marketing Group in?
Channel Marketing Group's product category is Channel Marketing Consulting. Its primary akta.pro industry code is MPAAAJAK, Channel Marketing (Distributor/Reseller Programs), with a secondary code of MPAAALAC, Custom Market Research (Ad Hoc Studies, Segmentation, U&A). Its NAICS code is 541613 and its SIC code is 8742.