If you’re in the market for a chain saw or a leaf blower, you might consider a product from Stihl. But you won’t find the company’s products at Home Depot or Lowe’s. Stihl operates an independent dealer-only retail distribution program that its leaders say is instrumental in helping the company dominate the gasoline-powered outdoor tool category.

But that tactic means Stihl is one step removed from the marketplace. “It’s hard for us to get close to the customer,” says Ken Waldron, director of marketing. That made it difficult for Waldron, who came from the automotive industry, to prove the returns on his marketing investments.

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