From Data to Action: How CDW gained a competitive advantage

A long-time partner, CDW is a trusted leader in IT solutions and full-stack services, helping businesses design, orchestrate, and manage technologies that drive success. 

For a leading technology solutions provider like CDW, staying competitive in a fast-moving industry isn’t just about having the right resources—it’s about making smarter decisions at every level. CDW found its answer in data. By adopting a more insight-driven approach to sales and marketing, they turned operational obstacles into business opportunities.

Finding the right partner

“Prior to working with Westcon-Comstor, I think one of the most common pain points and challenges are speed and efficiency,” said Steven Faulkner, Chief Technologist for Security at CDW.

CDW knew that fixing this would require more than surface-level changes—it demanded a strategic shift in how they operated. To make that leap, they needed the right partner.

From day one, Westcon stepped in to help CDW find their footing, offering immediate support and guidance. “They were one of the first in the door to help me navigate within my own business. Very partner focused and very collaborative,” Steven reflected.

Enter Intelligent Demand (iD)

This was the key CDW needed to better understand behaviour patterns, purchasing trends, and buying power within their client base.

“Using Westcon’s Intelligent Demand Program, we’ve been able to take a more informed, smarter targeted approach,” said Faulkner. “This has really helped accelerate sales and marketing.”

By harnessing the power of data, CDW found new ways to drive customer engagement, expand wallet share, and strengthen their market position. These results speak for themselves, as Steven added, “If you’ve got good data analytics and good data insights… you can increase your wallet share, and your position within that customer.”

Steven also noted that Intelligent Demand influenced not just their decisions—but the pace at which they made them. With insights driving their strategy, CDW could react faster, prioritise high-value opportunities, and allocate resources more effectively.

From data to action

CDW’s focus on intelligent decision-making shows the immense potential of data in driving business growth. Through a combination of the Intelligent Demand Program, innovative thinking, and strategic partnerships, CDW continues to lead the way. Now, they’re equipped to tackle challenges, seize opportunities, and deliver lasting impact—one data-driven decision at a time.

Looking to grow with the right partner? Get in touch to see how we can empower your success!