---
title: "Why Your Distributor Cares More About Your Brand Than Your End Customer Does"
id: "18315"
type: "podcast"
slug: "why-your-distributor-cares-more-about-your-brand-than-your-end-customer-does"
published_at: "2026-07-28T03:05:00+00:00"
modified_at: "2026-07-23T19:16:11+00:00"
url: "https://kulapartners.com/thekularing/why-your-distributor-cares-more-about-your-brand-than-your-end-customer-does/"
markdown_url: "https://kulapartners.com/thekularing/why-your-distributor-cares-more-about-your-brand-than-your-end-customer-does.md"
excerpt: "In a category where production outstrips demand and the end customer cares more about how a room looks than whose logo is on the box, Mauricio Inglada makes a counterintuitive case: the brand that matters most is the one you..."
taxonomy_podcast_category:
  - "B2B Selling"
---

#### Episode 401

**July 28, 2026**

In a category where production outstrips demand and the end customer cares more about how a room looks than whose logo is on the box, Mauricio Inglada makes a counterintuitive case: the brand that matters most is the one you build with your distribution channel. As VP of Sales & Marketing at Del Conca USA, he walks Jeff and Carman through winning at the channel level — earning distributor trust, removing the fears that quietly kill deals (dead inventory, builder callbacks, the homeowner’s permanent regret), and competing against far larger rivals with a small but relentlessly responsive “Navy Sales” team. Along the way: why Pinterest is a secret intent engine and where AI will reshape the buying cycle.

##### *Why Your Distributor Cares More About Your Brand Than Your End Customer Does* Transcript:

**Jeff White:** Welcome to The Kula Ring, a podcast for manufacturing marketers brought to you by Kula Partners. My name is Jeff White. Joining me today is Carman Pirie. Carman, how you doing, sir?

**Carman Pirie:** Ah, look, another episode of The Kula Ring. I’m excited to be here, Jeff. How are you doing?

**Jeff White:** Doing great. I’m doing great. I think this will be an interesting one

**Carman Pirie:** Another fun show. And, um, a-a-and we don’t always get a chance to, chat with somebody that kind of is a bit more c- in, in some ways a bit more connected on the consumer side. Like…

**Jeff White:** But still selling in a B2B way.

**Carman Pirie:** Yeah, exactly. So I think what, what’s kind of fun about this conversation, it, it is in some ways it’s a category that maybe in our personal lives we all kind of experience a little bit, and we can kind of imagine it from that side.

Um, but I think there’s some marketing lessons to learn from, uh, the marketing side as well

**Jeff White:** Yeah, I think our guest has a lot of unique experience in this space. I’m really looking forward to it. So joining us today is Mauricio Inglada. Mauricio is the Vice President of Marketing and Sales at Delconca USA. Welcome to The Kula Ring, Mauricio.

**Mauricio Inglada:** Thank you for having me.

**Carman Pirie:** Mauricio, it is a delight to have you on the show. Thank you for joining us. I wonder if, if you could tell us a bit about the company as we kick things off, ‘cause I’ve been a little cryptic in describing what you do. So maybe I’ll let you describe it in a way that most people can comprehend and understand.

**Mauricio Inglada:** Well, we are a Tennessee-based manufacturer of, uh, premium porcelain, uh, premium porcelain tile serving customers, distributors, specialty retailers, and commercial, uh, home centers and commercial partners, helping to bring beautiful and durable s- uh, spaces into, uh, into innovative solutions. These solutions are porcelain tiles.

**Carman Pirie:** And primarily, um, I’m assuming you must serve both in homeowners but also probably commercial spaces as well, yes?

**Mauricio Inglada:** That’s correct. We cover both residential and commercial spaces.

**Carman Pirie:** Yeah. It’s such an interesting, uh, uh, category. Mauricio, how did you, how did you end up there?

**Mauricio Inglada:** Well, uh, I was born in Spain, um, in one of the, nest of, uh, ceramic tile industry. That is, uh, back in Spain, a province that calls Castellón. I guess that nobody knows that. Uh, yeah, although I have to say something, and, and correct me if I’m, I’m saying this, I don’t know if you’re… Well, you’re aware that we’re playing the World Championship here in, uh, soccer, World Championship with the United States, and the Spanish team is in Chattanooga.

And I can tell you that now everybody knows is that, that Spain– uh, in Spain everybody knows what is Chattanooga, so the same thing is Castellón. I mean, if you’re talking about Castellón, that local area where is, the cradle of– one of the cradles of, uh, porcelain tiles. Uh, and when I finished my, my college, I didn’t want to end up in this industry, but, you know, when you’re around and the, the, the best, job opportunities were in, in, in that segment of this industry, and this, I’d ended up in a, in a factory, uh, producing porcelain tiles

**Jeff White:** Hmm. It’s kinda like if you grew up in New Brunswick, you might be really good in forestry.

**Carman Pirie:** Yeah, or, or growing potatoes.

**Jeff White:** Or growing potatoes.

**Carman Pirie:** Yeah, don’t, uh, don’t, don’t ask me to cut down trees, but man, I can grow you some potatoes. That’s, uh, that’s interesting, Mauricio. Now, you know, I’m, I’m going to resist the temptation to just divert the rest of the conversation to Spain’s chances at the World Cup. And I will highlight too for our listeners both in Mexico and Canada that, and that’s of course, they’re hosting, some of those games as well.

But, I wonder how how the Spanish players are adapting to Chattanooga. It seems to me to be like somebody, somebody drew a, um, threw a dart on the map and tried to pick a place in the US that’s most unlike Spain in some weird way

**Mauricio Inglada:** Well, could be, I don’t know. I heard, uh, some, uh, Spanish podcast about, you know, sports, and what I can tell you is that everybody’s speaking highly about Chattanooga. It’s, it’s hot, it’s, humid, but they say it’s beautiful. They were not expecting such a, you know, green area surrounded by mountains. So it’s honestly is a very, very good feedback about Chattanooga and how this, you know, town just received the Spanish team.

So I mean, very good vibes.

**Jeff White:** I can, I can only imagine that the hospitality is out of this world as well.

**Mauricio Inglada:** Agree. Agree

**Carman Pirie:** Yes, no, I did not wanna… I was not throwing shade on Chattanooga. I was just trying to suggest that I didn’t see a lot of similarities between, say, Chattanooga and Sevilla. That’s all I was trying to…

**Mauricio Inglada:** Well… Yeah,

**Jeff White:** Other than great tile. I mean, come on, Carman.

**Carman Pirie:** Great tile and, and frankly, great hospitality in both, to your point.

**Mauricio Inglada:** Yeah, right.

**Carman Pirie:** Mauricio, the thing that you said to me that just stood out, like I can’t get it in some ways out of my head, is this notion of that you work in a category where the end user isn’t nearly as brand sensitive as the distributor. And I don’t know, like I’ve been thinking this, I’ve been throwing this around to Jeff.

I’m like, “You know, I think that, that, that applies to a, a fair number of manufactured products.” I think there’s a number of manufacturers that don’t, not just in B2B2C, uh, categories, but in more broadly that can kind of learn from this. It, it really means that your primary focus is on building that brand connection and is it at, with the channel level, and you have to go about building brand and thinking about brand dramatically differently.

And that seems to be even harder in a category like yours that’s so aesthetically driven. Like you, in some ways you would you’d almost wanna say, “Come on, homeowners, don’t you wanna care about our brand? Like, it’s gorgeous stuff that we’re creating here.” But, um, I guess as you think about this challenge, what stands out to you the most about building brand at that distributor level that carries forward, that helps you, helps you move the, the needle here?

What do you find is the biggest challenge there?

**Mauricio Inglada:** Well, um, I think that the, the biggest challenge is that there is a lot of material out there. I mean, we are in a product category that right now, I mean, there are more production than demand, and then just trying just to be different or to offer something different in the market, you need to be smarter, fastest, and, and offer a very good service.

One of the good advantages that we have has been a domestic factory. So we produce in Loudon, Tennessee, which give us the leverage that there is not an ocean, so there are no tariffs. There are locations more reliable. Although the inland freight is also a, a big, uh, hit also for– because moving tile from Tennessee to the West Coast obviously is, uh, cost some money or even to New York when you have to cross the, uh, George Washington Bridge.

But that would be, is a challenge. Uh, uh, so is, is in- instead of the challenge, is the advantage that we have being domestic. What are the limitations? Of course, yeah, if you imagine as countries like Spain or Italy, where you have, hundreds of companies, here in Tennessee, we are seven or eight companies, which means that the resources that you have around are limited.

So it’s like you go to a restaurant and you have a big menu where you can pick a lot of things, is when you go to Spain, you go to Italy and buy the tile. When you’re looking into the production in the United States, the menu is maybe, is not same quality, but the options are, you know, are less because you have less production capacity in the US than you can have importing abroad.

And that is probably the biggest challenge for, uh, for a factory here, you know, having these limited resources.

**Jeff White:** Who do you find that you’re competing against the most? Is it, uh, brands from Europe, uh, in that, or, or are there other domestic manufacturers of high-quality tile as well?

**Mauricio Inglada:** Both. We have, uh, very good factories here in the US, uh, that compete with us. We have also, uh, big distributors that they import the tile and also they private label the products. Uh, but mainly, what I can tell you is that in the US more of the brand because, you know, there is less saturation or less, uh, factories producing here.

Rather than when you’re talking about imports, the variety of brands is, is, is wider. So, uh, it’s, it’s different.

**Carman Pirie:** I’m kind of wondering about how different aspects of the value proposition are valued by the channel. Um, ‘cause I would have to think in y-your space, yes, a supply chain, you know, readiness, the fact that you’re, m-made in America would, would drive a certain level of appeal, surely.

And this different customer service, uh, levels and things of that sort that the d-distributors can benefit from. Um, and that, that would have bring a certain level of value to the channel. But then I guess they I would think they would also get value from the fashion side of it in some way.

Are you as a brand, are you leading the design, are you presenting new innovative design options or, or what have you, that the the market finds appealing, like that kind of outward facing? So like my curiosity is, is how do, how do you experience the balance of that value?

Like, do… Are you like, “Yeah, no, they don’t really care so much that we, uh, we don’t need to innovate e-every three months in order to keep them happy, but we do need to make sure we so- ship the product on time.” Or, just how do you weigh the balance of those two seemingly very different things?

**Mauricio Inglada:** That’s a very interesting question because as you know, I take care of marketing and sales, right? Uh, and, and that is the are two sides of the same coin. I mean, marketing and sales. I think they have to be together, and I’m glad that we have this together. Uh, what I do, what I learn is, when I travel, when I’m with a sales team, you understand what the marketing, uh, what the market needs the trends, what you are saying, the aesthetics.

So right now, for example, is warmer tones. Everybody… Something that maybe three, four years was, whites and grays now is warmer tones. So the sooner you have that input from the market and the sooner that you can just make it happen, that is the marketing, developing the product, developing the tools just to offer this product, the better.

So I think that is, uh, what you were saying is very important, the aesthetics. It doesn’t mean that if you have the best style ever, you’re gonna get all the market. Uh, of course, it is something unique but doesn’t exist. I mean, we don’t have like, uh… We are not Apple. I always say the same. We don’t have the iPhone 18 or even whatever it is, the 17, and it’s unique.

We have similar tiles, so what we need to be is in this like, uh, in this, uh, the exit, you know, when you’re starting the race, being in a very good position. Of course, depending on the size of the company or the means, you can be the first one, but we don’t need to be the first one, just right there. But we are always, you know, paying a lot of attention with what’s going on in the market and trying to offer to the customers what they need rather than trying to offer what they want, what we want, you know, or what is easier for us to produce.

“Oh, let’s do this.” Well, but if there is no demand.

**Carman Pirie:** And I would have to think the channel’s pretty good at trend spotting too, ‘cause they’re obviously dealing with the end customer more frequently than you are. How does that two-way conversation on the trend spotting and adaptat- adaptation, how does that hap– Do you, do you find yourself leaning on the channel to help inform some of that?

Or is it exclusively the opposite direction?

**Mauricio Inglada:** Well, no, no, no. Of course, we lean on the channel because the channel at the end of the day is when they’re– is, they’re– they give us the feedback. At the end is they have the decision because we as– we don’t sell B2C, we sell B2B, right? So if that wall, not wall, I mean partner, let’s say we’re not able just to bring them what they need and then we’re not crossing the line.

So even if the product is good, e-even imagine that this partner is wrong and we have the right product, it’s very difficult because at the end of the day, this– they are transporting this. They are the one, they are the ones that are connecting our factory with the end consumer. We can just have a beautiful Instagram.

We can have a, a nice LinkedIn or Pinterest or, uh, whatever we do from our marketing purposes. But at the end of the day, if they cannot see the product, if they cannot touch it, if they don’t have a place where to buy it, uh, we cannot do anything.

**Jeff White:** I wanna come back to the Pinterest point because it’s almost the forgotten social network. But on this aesthetic front and the more fashion-forward nature o- of a product like tile that’s gonna be installed in somebody’s home or a commercial setting, how much, if at all, are you, working with the, the design and architecture community or the– Are, are any of those folks kind of speccing your tile in through distributors?

Are, are you trying to influence that community in any way, shape, or form?

**Mauricio Inglada:** Yeah, we definitely we’re trying to influence this, uh, A&D community, although we do not go directly to them. So we try just to creating our nice website, easy to navigate, easy to find what they need. Always architects and des- and designers are learn something that they say they expect what is easy to expect.

So what is easy to expect? When they need a technical feature there is a button that you click and you can get a technical details. When they need a room scene and they can just download it. When they h- they have that possibility to expect your product is when they’re gonna do it, and not necessarily they know what we are, you know…

We are part now of being a big, what it, the name is Material Bank. Material Bank is just for, uh, architects and designers, and they go and they shop and you are, you’re in the middle of, uh, uh, a lot of other, uh, factories, from overseas here. We have to have this to show them directly with our, you know, marketing or merchandising that our product is easy to spec.

That I would say is the, what I would remark.

**Jeff White:** That’s an interesting way of thinking about how you go about choosing what content to create, what details to pull forward. And I, I have to think too that, that, you know, being your products against some of your competitors.

**Mauricio Inglada:** Yeah, as well, because distributors, uh, they are, at the end of the day, they have their outside sales team, and they are the ones that they have to let’s say nurture with, uh, with these materials. Uh, and they are the ones that are facing these questions that sometimes are not easy questions.

And they– You don’t wanna look, uh, fool in front of, uh, someone when they’re asking something and you don’t know what to say. If that happens, they say, “Well, you know what? I’m not gonna offer this brand anymore.” But when you have, uh, easy tools, like your catalog is really having everything. I mean, look, just read the catalog and you’re gonna have all the answers.

I mean, technical specifications, and the number of, you know, of, uh, if the repetition of the tile, uh, all these type of things, people appreciate it. And when, when I’m traveling and having these, uh, not sales calls, but meeting these people that just telling, “Hey, who you are, who we are, and, and you can count on us.”

When we are able just to gain that trust, you know, that, uh, we show them that we are the company that they need. Of course, that is an initial step. Uh, first we get the trust, and then they give us the opportunity. And when they give us the opportunity and we are able, yes, to with a good quality, with good operations within shipments, uh, with a good customer success, you know, responding on time, uh, then is when we– they give us another opportunities.

When they say, “Okay, these people deserve it,” and then we keep, and this is we get this loyalty. So it’s a very nice journey that takes a lot to get this trust that I was just describing in a few seconds. Uh, takes a lot of time, but in, you know, something wrong and these people is like, “Okay, you know what?

I jump to another one.” It’s very easy to lose it.

**Carman Pirie:** Yeah, it’s not, it’s not a space without lots of competition, as you’ve really quite highlighted. I mean, there’s, yeah, people have o- lots of options, and it is daunting to consider the fact that the production outstrips demand in many respects. So that makes it even more of a challenge. I wonder, given all that we’ve already talked about, I just, I had myself one.

This is maybe the… I, I’m like, is this the strangest question I’ve asked on a podcast? I don’t know if it is, ‘cause that’s, there’s probably a long list of odd questions.

**Jeff White:** I’ll be the judge of this.

**Carman Pirie:** I’m like… I was just like, where do you get your inspiration from? Are there, is there any other industry any other marketing, any other category, any other business, anything that you look to and take some lessons from?

**Mauricio Inglada:** Yeah, I like always just to understand how other industries, textile, for example, that is fashion industry, also change quickly, uh, just to get, uh, inspiration from them what they’re doing. Yeah, reading a bunch of newlet- newsletters and trying, “Okay, I’m not gonna read this,” right? You know, when I see– Of course, not everybody’s like me and, is gonna have the same criteria, but nowadays people they don’t read, for example.

I mean, visual, visual, visual people. Okay, they see something that catch their attention is then when they read a little bit more and, and there is a link, a call to action that they can easily just go and understand. So I’m trying, uh, because the amount of inputs that we have every day from every single moment that we open the door of our house is tremendous.

So just trying to be, “Hey, I’m here,” and, and someone just see, “Okay, that’s interesting.” So, uh, learning from another industries, because if we follow our industry, we’re tend to replicate what the others are doing. Okay, that’s great, which is not bad, but it’s more a me too rather than, okay, let’s try to innovate.

Not, not saying that we’re the leaders or innovating, but at least we try just to do something, uh, a little bit different.

**Carman Pirie:** Yeah, I was left wondering if I was in your, in, in your seat, I’d be thinking, “What is the lever that I can pull with this distribution channel that none of the other manufacturers have thought of yet?” Like, you know, and the only way I could begin to start exploring that in my own head was to say, “Well, I’ll steal an idea from the way another sector deals with their distributors,” right?

So yeah, it, uh, it– textile is an interesting one. Like you say, it’s very, I mean, the idea of fa- it’s a bit more fashion, uh, a bit of a fashion business. And, uh, this is– I will always, always, always push back against the comment by marketers that nobody reads anymore, and it’s all about visual content, except in this one instance where with what you sell, it is absolutely a visual game.

Like I, this is, uh… So I just want to note to any, to any longtime listeners that this is the first time I’ve ever agreed with that statement.

**Jeff White:** And maybe this is a good time to bring back the Pinterest point because it’s all about creating visual mood boards and ideas and, it is a bit of a forgotten sharing medium. How are you seeing that being used?

**Mauricio Inglada:** Uh, for us it’s very important. I mean, we don’t have a big budget for marketing, but definitely we use Pinterest and we get a lot of thousands of, uh, visualizations of our products. And usually the people that access to Pinterest is because they are, they have something ongoing. I have kids and sometimes when I see the, on Instagram, it’s just you just keep scrolling and listening something, but not because you’re looking for ideas in any particular thing, right?

But when you are particularly, for example, oh, I wanna redecorate the, the entrance of my house, and then I type modern house, whatever, or Mediterranean style, and then boom, you get a lot of photos and I think it’s great. I think it’s a fantastic tool. You cannot measure that for, the amount of followers that we have.

I don’t know, we have 10, uh, honestly. Uh, and that’s not the goal that we have. But I can, we check the amount of visualizations that we have are amazing. Hundred of thousands and, uh, which means that people are browsing and, and checking. So I think it’s a very part of the, uh, of being this brand aware- a- awareness and having customers looking, “Okay, where can I buy it?”

And then is when they call the distributor, the distributor call us, or they call us directly and then they say, “Where can I buy this?” And then we direct them to the distributor. Uh, that’s, that’s a nice thing because also distributors appreciate when you provide them leads. They say, “Okay, this is a real, this is a partner.”

And they value they give a lot of value to these leads.

**Carman Pirie:** Hmm Yeah. You left me wondering about the push-pull dynamics of, of it all. I do like the intent dynamics that you described in Pinterest. That kind of makes sense to me. Like you said, you don’t go on… You’re not necessarily going on to Pinterest just to doom scroll.

It’s, there, you have something that you’re working on, an initiative, a, a project that you’re working on. That makes sense to me. I could see how it would maybe over-index from an intent perspective. And I, I love the idea, of course, of you selling, driving those leads, to the channel. And I was just– So that got me thinking about the push-pull dynamics with Jeff’s previous comment on A&D as well.

Because of course, if architects and designers are asking for it, then the distributors often th-take that as a good sign as well. Do you– As you look at category, as you look at the category and look at, any larger competitors in the space or what have you, do you find that there are differences in their ability to pull demand from the dis- in the distributor channel versus the other way around?

**Mauricio Inglada:** Yes. Above all with the large, larger companies. They have a massive influence. They have, uh, bigger budgets. They have troops. Troops meaning bigger sales team, um, uh, which allows them just to be in front of more people or having a, you know, they speak louder, let’s say. That’s why the message is very important.

So our message needs to be at least at the same level, because we always say, well, this is what I say, uh, uh, we don’t have– We have Navy SEALs, right? We say, “Look, we are not a big group of sales team, but we’re good.” So we’re responsive. We, we care about our customers, and we try always to provide a solution to our customers, and this is very, very valuable.

But yeah, absolutely. The other, the biggest, the biggest companies, they have budgets that they can attend more shows. They can spend more marketing, you know, marketing dollars, uh, in every, uh, social media. And that’s why when you see the followers from one or the other, the difference is, I mean, the– nowadays, the Google, if you don’t have paid ads probably you’re not gonna be, uh, showing when someone is scrolling.

So that’s, that’s a matter of money. So,

**Carman Pirie:** Yeah, that’s a fair point.

**Mauricio Inglada:** Uh

**Jeff White:** Navy Sales uses the same letters, just saying.

**Carman Pirie:** You just have to reorder.

**Jeff White:** Yeah! Navy Seals, Navy Sales, you know, same deal.

**Mauricio Inglada:** Yeah, that’s I like that. I like that. But, but this team or this army, what we say, I mean, at the end of the day, when you’re buying a tile from a distributor, where, what is the, the… You have to remove these fears, right? I mean, the fear from, from the distributor is, okay, you convince them, “Oh, this is gonna be a great product,” whatever, and then it converts in dead inventory.

That inventory is money. Or if you are the builder and you don’t have a good product with quality, the fear of the builder is having callbacks. You know, the customer calling you, “What happened? I mean, I have a crack in my tile or I have something.” And then at the end, it’s the, the end consumer. I mean, if you’re showing a beautiful room scene, and then once they install it, they see, “Oh my God, this is not what I wanted.”

And now it’s too late because, one, the tile is installed. It’s very expensive. So you have to live with that and then it’s a regret. So our goal is to always get that confidence that, “Hey, team with us. We’re a good partner. We’re gonna provide you, maybe it’s not the best product, but it’s a product that is not gonna give you problems.

It’s gonna be available and your customer is gonna be happy with.” So doesn’t mean that we don’t have the best product, okay? I’m just saying I’m humble. So I’m just saying that maybe it’s not the best, but I, I would say that it’s a very good it’s a very good, uh, level.

It’s when I cook paella. You know the paella, the famous Spanish dish? I say, “Look, I’m not a 10, but I’m between seven and eight,” so I think it’s fair. I mean, it’s good.

**Carman Pirie:** I feel like that paella is being undersold right now.

**Jeff White:** I think you’re probably right.

**Mauricio Inglada:** I, I got very good, very good grades, trust me. When I cook paella here, very good grades.

**Jeff White:** The best paella in Chattanooga.

What you say about the tile tracks though, I mean, you know, I just finished renovating a bathroom, and I certainly don’t wanna tear up the tile I already laid down. Yeah. So once it’s in, it’s in.

**Mauricio Inglada:** E-exactly. Exactly

**Carman Pirie:** Mauricio, I really wanna get your glimpse into the crystal ball. Where’s this industry going? What’s g- what’s gonna change? Because, you know, so many times I ask that question on this show, somebody says AI, and I’m sure AI may impact this as well, but you’re in a bit of a different category, and it’s just…

I don’t know. I mean, I just– I’m, I’m, I’m thinking you may have a different answer to that. So, um, not to put you too much on the spot but …

**Mauricio Inglada:** no, no, AI is definitely is gonna, is gonna transform this, uh, dramatically because, uh, you can get your… Well, before you needed to hire someone just to create a room scene. Right now with, uh, ChatGPT, you can just upload the photo of your living room. You put this, whatever you wanna put there, the, this style or the other one, and you get in a minute maximum how it looks.

So this is gonna transform the industry, I guess, in a positive way. Uh, just getting the ideas and being able just to accelerate your projects. You know, it’s just reducing the time, the decision time that it takes for you just to be sure that this is what you need. In this in this way, AI is gonna, is gonna support just room scenes.

But of course, it’s gonna affect also the manufacturing part as well, being more efficient, being, uh… I think it’s gonna be a big, big transformation. The challenge is now being able to adjust it and apply in the right way. That is, I guess we’re still, uh, trying to understand how or what is gonna be the best way and, and just to move these benefits to our customers that at the end of the day are the ones that we exist, right?

If we don’t have customers, we are not… We don’t need to be manufacturing tiles.

**Carman Pirie:** Yeah, it’s interesting to imagine that, that, um, that it actually benefiting, resulting in a shorter sales cycle. It makes some sense to me, that, that notion of a little bit more speed there and just changing in some ways some of the search behavior in, yeah, the search pa- and, and yeah, even though it again, it’s a very visual-driven search desires in this kind of space.

So yeah be fascinating to see how it evolves. Mauricio, thank you so much for joining us on the show. It’s been lovely to get a peek into this industry with you.

**Mauricio Inglada:** It’s been, uh, it’s been a big pleasure. And I forgot if you allow me just to say at the, at the very beginning, a little bit of introduction of myself, because I always say, uh, uh, that more than what I, what I learned, uh, in this industry is like I’ve been very, very happy. I’m a husband and a father of three, and this is really, having a, an amazing wife who supported through my career and having, you know, my children that have taught me more than any business book, trust me, about resilience, about, perspective, leadership.

And I just wanted to say that because it’s, uh, it’s one of the reasons why I moved to the United States as well. Just let them a lot of opportunities here in this country. We’re happy about this movement now, so thank you for having me here. Thank you. Thank you a lot.

**Carman Pirie:** Absolute pleasure. Thank you.

**Jeff White:** Thanks so much.

[Read Full Transcript](#podcast-transcript)

[« Episode 400: Stop Asking for Permission: Why the Agentic Wild West Belongs to Marketers Who Just Build](https://kulapartners.com/thekularing/stop-asking-for-permission-why-the-agentic-wild-west-belongs-to-marketers-who-just-build/)

[Episode 402: Your PhDs Are Your SEO Strategy: Leveraging the Authority Already in the Building »](https://kulapartners.com/thekularing/your-phds-are-your-seo-strategy-leveraging-the-authority-already-in-the-building/)

#### Featuring

### Mauricio Inglada

Vice President of Sales & Marketing- [LinkedIn](https://www.linkedin.com/in/mauricioinglada/)

Mauricio Inglada is the Vice President of Sales & Marketing at Del Conca USA, a leading manufacturer of porcelain tile and outdoor living solutions. With more than 20 years of experience in the building materials industry, Mauricio has built his career leading organizations through a broad business lens, with responsibilities extending beyond traditional sales and marketing into operations, inventory management, product strategy, and cross-functional execution.

Although his current role includes oversight of both sales and marketing, Mauricio continues to work closely with teams across the business, from coordinating production priorities and supporting warehouse operations to recommending investments in products and capabilities that align with customer needs and market trends. This hands-on approach has given him a unique understanding of how every part of an organization contributes to the customer experience.

Having spent much of his career leading sales organizations, Mauricio brings a practical perspective on the evolving role of B2B marketing. He believes that the most effective marketing strategies are built on a deep understanding of operations, customer challenges, and commercial realities. Passionate about breaking down silos between departments, he advocates for a model in which sales, marketing, and operations work together to drive sustainable growth and deliver meaningful value to customers.

Mauricio has held leadership positions with several global brands in the building materials industry and is committed to helping traditional manufacturing companies embrace innovation while remaining relentlessly focused on their customers.

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The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations.

Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape.

### About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.

Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.