Why do most industrial distributors leave co-op marketing funds unused?

Tim Rasmussen, Founder of Rivet|MRO, explains why co-op marketing funds often go unclaimed in B2B distribution. The process is complex, the rules vary by manufacturer, and most teams do not have the time to manage it. When the funds are used, they are often spent on low-impact tactics that do little to drive sales.

The conversation focuses on the gap between marketing and sales for industrial distributors. Without structured systems and tools that support the sales process, B2B marketing efforts often fail to drive measurable sales growth. Tim Rasmussen shares how aligning marketing with how sales teams actually sell leads to stronger performance, including a campaign that resulted in a 57% increase in product sales.

This is part one of a two-part series on how distributors can use co-op marketing funds to support sales, improve positioning, and drive growth without increasing marketing spend. The episode breaks down how co-op marketing funds can be used more effectively to build sales enablement tools and improve overall business performance.

• How co-op marketing funds work and why most distributors ignore them
• The complexity behind managing co-op across multiple suppliers
• Why co-op funds often get wasted on low-impact tactics
• Turning co-op funds into sales tools that support your team
• Aligning marketing with the sales process to improve results
• How targeted campaigns led to a 57% increase in sales
• What makes sales tools effective in real customer conversations

If your sales team is struggling to stand out or your marketing efforts are not translating into growth, this episode breaks down how better alignment and strategy can change results.

https://www.rivetmro.com/

Follow Tim Rasmussen for co op marketing strategy and distributor growth insights

LinkedIn: https://www.linkedin.com/in/timrasmussen/

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