How CDW Owns its Market

CS: When planning a campaign, is it the marketing department’s project alone, or does it span all units of the company?

JG: It’s in several units. We’re closely aligned with our sales team because our [sales people] have a good pulse on what they think their customers are going to be doing based on feedback. They tell us if they have big purchases coming up or if there are purchasing cycles, such as certain schools purchasing every 16 months. So when that cycle comes around, we know there’s going to be a nice uptick.