Dr. Senthil GunasekaranCo-Founder & Managing Director

areas of expertise
  • Growth Strategy
  • Customer Value Proposition
  • Business Analytics
  • Business Model Innovation
  • Pricing Optimization
  • Inventory Management
  • D. Engg., Business & Industrial Engg., Texas A&M University
  • ME, Industrial Engg., Texas A&M University,
  • BE, Mechanical Engg., Govt. College of Technology, India
  • Prosci Certified Change Practitioner
  • Certified Supply Chain Professional (CSCP)

Senthil is passionate about driving profitable growth through analytics. Being an engineer at heart, he brings a quantitative approach to business challenges, leading to unbiased solutions that optimize shareholder value. Having deployed best practices across hundreds of distributors over the past two decades, he believes in the critical role of people in making or breaking analytics; hence practices capability-driven approach that integrates people-process-technology-performance capitals.

He is widely known for his contributions to advancing the science of wholesale-distribution through strategic frameworks [such as Distributor Growth Cube, Optimizing Distributor Profitability, Customer Value Alignment, Optimizing Business Analytics, Sales and Marketing Playbook, and Optimizing Channel Alignment] and actionable analytics [such as inventory, customer and supplier stratifications and pricing optimization]. His real-world solutions and frameworks, shared with thousands through his six best-selling books at NAW, have been praised for being practical, relevant and highly actionable — the kind of guidance you can use Monday morning.

Having understood the need for capability-driven analytics platform, Senthil co-founded ActVantage with a vision of making analytics actionable, affordable, and accessible to all distributors. He wears multiple hats as business advisor, author, speaker, researcher and adjunct professor. He enjoys being out in the field learning and helping distributors develop analytics capability. He is a professional speaker and trains distribution professionals on varying topics through executive education. He frequently speaks at industry association meetings as well as facilitates strategic growth planning for distributors. He also teaches an Executive Masters class at MID program since 2008.

In his prior role, as Assistant Director and Research Professor at Texas A&M, Senthil played a pivotal role in developing, deploying and disseminating distributor best practices through project engagements and executive educational sessions. He has designed and managed more than 350 wholesale-distribution engagements (generating more than $12MM revenue over the last 15 years) that created significant value for distributors. The value creation includes both strategic and financial benefits of working capital optimization (12-35%), gross margin improvement (120 to 680 bps), operating expense reduction (10-15%), and service level improvements (300 to 800 bps). He has trained more than 250 professionals every year, over ten years. He has conducted sessions in China, India, Central America, Canada and Mexico. His publications are now part of Texas A&M’s Industrial Distribution curriculum (undergraduate and graduate), helping university’s mission of developing next generation of distribution leaders.

His career started with TATA motors (NYSE: TTM), the largest auto manufacturer and distributor in India, as process engineer while working on country’s first indigenous passenger vehicle project (INDICA). Senthil is a co-author of six books (listed in NAW Institute Top 10 Best Sellers) on distributor best practices (listed below).

Senthil lives in College Station with his wife and two boys. He loves reading, writing poems, outdoors and music. Favorite quote: Be the change you wish to see in the world. 


contact details

6166 Imperial Loop Suite 11, College Station TX 77845

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