Information technology is often viewed as just another necessary cost. But prioritizing IT as a "key business division" can have a significant impact on a distributor's bottom line, says Bob Srdoch, owner, Laurel Consulting, in Bring IT Out of the Shadows.

“Technology has taken a backseat in distribution,” Srdoch says. “The biggest deficiency is not enlisting the technology team as a key business division, like sales and marketing. They need to be a part of the business. They need to be invited to the dance."

As a strategic member of the overall management team, IT can develop and implement a number of tools – including mobile apps and analytics ­– that improve profitability company-wide by innovating the customer experience, driving out extraneous costs and uncovering new ways to create stickiness.

Companies that value IT will also have an easier time recruiting and retaining the next generation of tech-savvy talent by having the latest systems and processes in place.

Read more about how to view IT as a profit driver rather than a cost center in Bring IT Out of the Shadows.