HAMMER DISTRIBUTION
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Positive response When that was completed, then came the launch. “We invited 40 vendors to our launch day, and it went down really well,” says Jason. “We started with me running a town hall and talking about Hammer and what we are now. There’s a collection of organisations that we’ve either organically grown or we’ve acquired along the way. We did a slide of what was Hammer in 2019 through to what is Hammer in 2025, and a journey that we took people through there.” The response to the rebrand has been positive so far. “There was a real heartwarming welcome to going back to Hammer from a large contingent of our vendor community,” says Jason. “Some are less aware of the Hammer brand in cybersecurity and networking because it wasn’t a traditional space for Hammer back in 2017, but we’ve evolved into that, but they are really enthusiastic about the journey and the opportunity that it provides us to single ourselves out in our market and provide that incremental opportunity for them, because that’s what they’re after. “It’s early days. I can only judge by our own social media and my peer group around my board table. But so far, everybody that knows us has said it is a welcome and timely change. The responses we have got from people about it have been very warm.”
Moving forward But now the rebrand is live, in some ways the work is only just beginning – now the focus is on growing Hammer Distribution in its various markets and sectors. And there are ambitious plans in place. For instance, sales and commercial expertise will be increased. “We pride ourselves on being an outcome-driven sales organisation,” says Jason. “The best sale that we can make is to understand the end user’s problem, then leverage the technologies that we represent to solve that problem. “We are investing in a CRM platform to help drive further insight into our markets and our sales account managers and business development managers. “We’ve also got a technology investment portfolio that we are putting in place to help drive our sales organisations across the UK and Europe. “Then we’re investing in structural changes. For instance, we’ve doubled our workforce in our sales community in the Netherlands. That is a first step into creating distinct specialisms in the structure that can focus in on components, white box, storage solutions, and cybersecurity and networking products, so that they truly represent our vendor portfolio. “From a structural perspective, we’re investing in dedicated AI and data centre pods to take what we’ve always done but focus in on AI technologies and AI customer verticals.” But Jason is keen that Hammer Distribution doesn’t rest on the laurels of a successful launch. “We’ve got to make the brand live and breathe and talk about the values that we believe in,” he says. “There will be lot more activity promoting Hammer Distribution coming from my marketing team. “But moreover, growing at a business level, using that brand and growing the investments that we’ve chosen to make into a much more profitable and far- reaching organisation over the next two to three years.” n
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There was a real heartwarming welcome to going back to Hammer from a large contingent of our vendor community.
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