All Circuits are Busy

With its matchback program, CDW can encounter duplication because its reps don’t request key codes on purchases from customers, believing they inhibit sales. “If I drop a catalog to said group of customers in the federal market, and I also mail them a direct mail piece during that time, and the same product is advertised in both,” Garlow says, “I’m going to double count it because we don’t have a way of differentiating which vehicle actually made the pull.”