Webcast: The End of Channel Dependence

Webcast: The End of Channel Dependence

From Master B2B Friday 15 by Master B2B

May 22, 2026 · 29 min · Episode 130

About this episode

The episode discusses how manufacturers can overcome channel dependence in B2B ecommerce.

We're off for the Memorial Day holiday, but we're sharing our recent Webcast on The End of Channel Dependence. For too long, manufacturers and distributors have handed the keys to their business over to Amazon, distributors, and retail partners and hoped for the best. The result? Margin erosion, lost customer relationships, and zero visibility into who’s actually buying your products. It’s time to take back control. In this webcast, Master B2B founders Brian Beck and Andy Hoar sit down with Graham Lubie of Cadent Commerce to tackle one of the most urgent challenges in B2B ecommerce: how manufacturers can break free from channel dependency and build a direct, durable sales strategy. You’ll walk away with a clear view of: Why channel dependence is a long-term strategic liability What leading manufacturers are doing differently right now Practical steps to take control of your customer relationships and revenue This is a candid, practitioner-level conversation built for ecommerce leaders who are done leaving growth on the table.

People in this episode

Hosts: Brian Beck, Andy Hoar

Guest: Graham Lubie

Topics covered

  • B2B ecommerce
  • channel dependence
  • sales strategy
  • customer relationships
  • margin erosion

Keywords

  • channel dependence
  • B2B ecommerce
  • sales strategy
  • customer relationships
  • margin erosion
  • direct sales
  • ecommerce leaders

Mentioned in this episode

Organizations: Cadent Commerce, Amazon, Master B2B

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