Tapped In Sales and Strategy for Beer Distributors

VXP Tech
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Tapped In Podcast for Beverage Distributors that want to empower their sales team to drive business results. Hosted by Bud Dunn, Mikey Hall, and Ross Ackermann of VXP Tech.

  1. 1D AGO

    98: AI FOMO Is Real: What Beer Distributors Should Do First

    AI is showing up everywhere in distribution — conferences, vendor demos, supplier meetings, board rooms. But the real driver isn’t curiosity… it’s FOMO. In this episode, Bud is joined by Moneyball Ross, Data Mike, and Alicia (ex-distributor analytics + program admin leader, now VXP Customer Success) to cut through the hype and lay out what distributors should actually do first. What we cover 😰 AI anxiety is real (workers + leadership + owners) 🧰 AI isn’t a strategy — it’s a tool 🧼 #1 prerequisite: clean data + data governance (garbage in, garbage out) 🗂️ Where AI helps today: repeatable back-office work (reporting, compliance, incentive builds, analysis) 🚫 What AI won’t fix: culture, broken workflows, misaligned incentives 🕵️‍♂️ Avoid bad bets: don’t buy the demo — buy the clear explanation + integration + privacy answer ⏳ Leaders need realistic expectations: time-to-value won’t be overnight 🧑‍🤝‍🧑 Simple start: build a cross-functional committee + pilot one small use case The core takeaway Start with one question: “What problem are we trying to solve?”Then pick a narrow, repeatable task, validate the data behind it, and run a controlled pilot. Contact Send us your question — and share this episode with one operator who’s feeling the AI FOMO. info@vxptech.com Chapters 00:00 Introduction and Setup 02:00 Understanding AI Anxiety in Distributors 09:04 Navigating the Hype and Realities of AI 12:29 AI as a Co-Pilot, Not a Replacement 14:58 Understanding AI's Role in Business 19:36 AI: A Tool, Not a Strategy 24:20 Identifying Opportunities for AI Implementation 27:23 Navigating Anxiety Around AI 30:51 The Limitations of AI 33:43 Establishing a Roadmap for AI Integration 35:40 Creating a Committee for AI Projects 44:54 The Importance of Realistic Expectations with AI =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    52 min

  2. FEB 24

    97: When the Playbook Changes, Adapt or Get Left Behind

    What do you actually do when your whole route-to-market changes—but your suppliers are still running the same old volume playbook from 2014? This episode started with a listener question from Greg: “How should distributors talk to suppliers when we change our go-to-market strategy?” So in this one, Bud, Ross, and Mike get very real about what happens when: Distributors are rerouting, restructuring, and right-sizing for profit and sustainability Suppliers are still showing up with POD bounties, deep discounts, and “just one more program” Everyone says they’re aligned, but the day-to-day incentives tell a different story This is not a doom-and-gloom “industry is dying” episode. It’s a how-to for playing the current game on purpose. Here’s what we get into: 🔹 Why “just one more program” and deep discounts don’t work in a world of sustained core declines 🔹 How reroutes, reorgs, and tighter rep bandwidth are forcing a new go-to-market model 🔹 Supplier blind spots: POD money, draft pushes, and incentives where only the supplier wins 🔹 How to talk to suppliers when you change the playbook (without blowing up the relationship) 🔹 Using a clear North Star (profit, GP/CE, key accounts) so every program either fits or gets a “no” 🔹 Bud’s 95/5 rule: don’t burn the whole relationship over the 5% you don’t agree on Chapters 00:00 Introduction and Context Setting 05:28 Navigating Change in the Beverage Industry 13:46 Strategies for Distributors and Suppliers 15:34 Conclusion and Future Outlook 16:34 Transforming Sales Strategies 20:53 Aligning Supplier and Distributor Goals 28:31 Navigating Change in the Industry 32:41 Building Sustainable Relationships 36:43 Fostering Open Communication Got a question you want us to tackle on a future episode—like Greg did?Send it to info@vxptech.com or hit us on LinkedIn and let us know what you’re wrestling with in your market. If this convo hits home, share it with a supplier partner or a fellow distributor who’s in the middle of a reroute or reorg right now. 🍻 =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    45 min

  3. FEB 17

    96: The $1B NA Mirage, Tax Creep & Alcohol’s Robot Future

    NA just crossed $1B in sales. Sounds huge. Except… it’s still about 1% of a $110B+ alcohol industry. So is this the future — or are we getting distracted by the headline? In this episode, Ross and Bud unpack: 📉 Why NA growth doesn’t offset core declines 📦 What slowing SKU productivity actually means 🏃‍♂️ Why Ultra NA might be the real story 🥗 And whether “better-for-you” still wins Then we zoom out. States are proposing new “fees” (read: taxes).BAC limits are creeping lower.Cannabis tax revenues are falling. Are we solving real problems — or just moving money around? And finally… Self-driving cars. AI-generated ads. Robot vodka commercials. If cars drive themselves, does on-premise win? If AI floods marketing, does human storytelling become more valuable? Big themes. Big shifts. We’re not just talking headlines — we’re talking structure. Listen up. 🍻 Chapters 00:00 Introduction and Overview 02:25 The Rise of Non-Alcoholic Beverages 08:49 Taxation and Its Impact on Alcohol Consumption 19:48 Self-Driving Cars and Their Implications for Alcohol Consumption 26:13 Super Bowl Ads and Marketing Trends =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    40 min

  4. FEB 10

    95: Good Reps vs. Compliant Reps: What’s the Diff?

    What actually makes a good sales rep? Is it hitting 100% of objectives? Following the playbook? Keeping their head down and staying out of trouble? In this episode, Bud, Data Mike and Moneyball Ross to unpack a question that keeps coming up in the market — and one most organizations don’t answer very well. Because somewhere along the way, the industry started confusing compliance with performance. And they’re not the same thing. This conversation digs into: 📋 Why “doing exactly what you’re told” is the baseline, not excellence ✅ The difference between reps who check boxes and reps who create value 🎯 How incentives shape behavior — sometimes in ways leaders don’t expect 💰 Why great reps thrive under any pay plan (and what that says about your structure) 🤔 The role curiosity, creativity, and consistency play in top performance 👀 How good reps spot opportunities without waiting for reports or marching orders 🧑‍🏫 What leaders and team leads can do to coach without killing a rep’s edge The team also shares real-world stories from the field — including: 🎭 When a “top rep” was gaming the system 🔄 How a rep nearly written off became #1 once incentives aligned 🚧 Why some reps want the worst route in the house 🤝 How collaboration (not competition) separates long-term winners If you’re a rep trying to level up, a manager trying to coach better, or an owner wondering whether your incentives are driving the right behaviors — this episode is for you. Have a question you want us to tackle on a future episode?Email us at info@vxptech.com If you enjoyed this episode, please like, subscribe, and share it with a teammate — especially the one who’s always asking, “What do the top reps do differently?” Chapters 00:00 Introduction and Reflections on the Week 03:21 Defining a Good Sales Representative 06:37 Characteristics of Effective Reps 11:49 Incentives and Performance Measurement 16:19 Creativity and Entrepreneurial Spirit in Sales 17:41 Reevaluating Performance and Consistency 22:30 The Importance of Trust and Relationships 23:56 Coaching and Leadership in Sales 27:08 Hiring for Mindset Over Experience 30:24 Embracing Opportunities in Challenging Territories 33:53 Collaboration Among Sales Reps 36:16 Taking Initiative for Career Growth 38:20 Market Trends and Super Bowl Insights =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    50 min

  5. FEB 3

    94: Dry January Isn’t Dead, It Just Grew Up

    In this episode of the Tapped In Sales Podcast, Bud is joined by Moneyball Ross and Silver Fox George for a wide-ranging, market-level conversation on how consumer behavior, portfolio complexity, and distributor economics are evolving in real time. Dry January didn’t disappear — it matured. And that shift is colliding with consolidation, NA hype, and a long-overdue on-premise rebound. This episode connects the dots. 🔍 What We Cover 🍺 Dry January → The Moderation Spectrum 🚫🍻 NA Beer: Growth, Limits, and Reality 🧩 RNDC, Reyes, and the Future of Distribution 📉 Oversupply, Cheap Capital, and Industry Correction 🏪 On-Premise Is Quietly Coming Back ⚙️ What Distributors Should Be Doing Now 🎯 Key Takeaway The distributor is in the driver’s seat. Consumer behavior didn’t vanish — it diversified.The winners will be the distributors who embrace moderation, manage complexity, and stay disciplined on economics while everyone else chases noise. 📩 Feedback & Questions Have thoughts, questions, or strong opinions?Email us at info@vxptech.com — we actually read them. Chapters 00:00 Introduction and Personal Anecdotes 04:38 Dry January: Trends and Observations 08:41 Social Dynamics and Alcohol Consumption 09:08 The Evolving Spectrum of Moderation 10:51 The Growth of Non-Alcoholic Beverages 12:35 Consumer Preferences: Taste vs. Health 14:47 Distribution Strategies for Non-Alcoholic Brands 15:44 Consolidation in the Beverage Distribution Industry 18:49 The Future of Beer and Spirits Distribution 21:51 Navigating the Changing Landscape of Beverage Supply 25:03 The Impact of Economic Factors on the Beverage Industry 30:40 The Role of Capital Investment in Industry Growth 38:53 The State of the Brewery Industry 41:35 Consumer Behavior and On-Premise Trends 44:54 Future Opportunities in the Beer Market =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    47 min

  6. JAN 27

    93: Beer Business Daily Summit Takeaways: Why Volatility Favors Distributors

    Fresh off the Beer Business Daily Summit in San Diego, we sat down to unpack what we heard, what surprised us, and—more importantly—what actually matters for distributors heading into 2026. There’s no shortage of headlines telling you what’s “killing beer.” Health trends. GLP-1s. THC. NA. Demographics. Convenience stores. Pick your culprit. But after a few days listening to operators, retailers, financiers, and suppliers, one thing became clear: this isn’t a collapse—it’s a reshuffle. And distributors are in a better position than they think. In this episode, we break down why volatility isn’t something to fear—and why it might actually be the biggest advantage distributors have right now. What we cover: 🥗 Why “health & wellness” narratives often fall apart when you follow the money 🌿 How NA, THC, high-ABV, and energy drinks are all competing for the same occasions 📉 Why beer and wine are losing share—but not disappearing 🏪 The rise of convenience stores, faster sets, and why nostalgia doesn’t pay rent 🔥 What continued high-ABV growth tells us about fewer occasions and higher intent 🔄 Why more volatility means more brand churn—and why that favors distributors 🏗️ How distributors should think differently than suppliers in a fragmented, fast-moving market 🧠 Why sales reps can’t just be box-checkers anymore—and what it really means to turn them into knowledge workers The big idea: You can’t program for every opportunity in today’s beverage landscape. The category is moving too fast, consumer behavior is too fragmented, and the number of winning niches keeps growing. Distributors who lean into flexibility, empower reps to think, and follow demand instead of defending categories are the ones best positioned to win what comes next. Volatility isn’t the enemy. Trying to fight it is. As always—listen, learn, and enjoy what you do.And if you like what you hear, share it with a friend. Chapters:  00:00 Introduction to the Tapped In Sales Podcast 01:41 Health Trends and Consumer Behavior 07:31 Hypocrisy in Beverage Choices 12:30 Opportunities for Distributors 17:19 Emerging Trends in Alcoholic Beverages 19:45 Innovative Product Launches 23:19 The Rise of High ABV Beverages 29:48 Convenience Store Dynamics and Consumer Behavior 35:59 The Hispanic Consumer's Resilience and Market Trends 43:27 Navigating the Future of NA Beverages and Market Adaptation =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    55 min

  7. JAN 20

    92: Finding the Running Lanes: How Rave & Associates Tames Portfolio Complexity

    In this episode of the Tapped In Sales Podcast, Bud sits down with Rick Lack and Brad Stachowiak from Rave & Associates, a Michigan-based importer and distributor of fine wine & beer managing one of the most complex portfolios in the industry. With 4,000+ SKUs, 140+ suppliers, and a craft-centric book that spans beer, wine, RTDs, and innovation brands, Rave is the definition of controlled chaos. In this conversation, Rick and Brad unpack how they’ve moved from spreadsheets, emails, and tribal knowledge to clear running lanes, focused execution, and disciplined incentive strategy — without burning out reps or drowning in noise. This is a masterclass in what it actually takes to scale focus in a high-complexity sales environment. 🔍 What We Cover 🏃 Finding the Running Lanes How Rave decides what matters now in a sea of SKUs 💸 Saying No to Bad Money Why not all incentives are worth chasing — and how profit drives focus 📊 From Spreadsheets to Shared Truth The shift from homemade reports to one system everyone trusts 🔥 Changing Rep Behavior How visibility, competition, and clarity reignited performance 🪨 Innovation Hunting Why real growth still comes from spotting what’s actually new Chapters 00:00 Introduction and Setup 06:07 Overview of Rave Distributing 10:51 Challenges of Managing a Complex Portfolio 13:04 Implementing Sales Processes and Procedures 20:11 Building Habits and Team Engagement 22:57 The Value of Software in Sales Management 27:57 Navigating Supplier Complexity 29:31 Managing Supplier Incentives 32:55 The Art of Saying No 35:03 Transformations in Management 38:24 Supplier Engagement and Data Utilization 42:53 Looking Ahead: Innovation in 2026 🎧 If you’re managing complexity, supplier pressure, or rep focus — this episode is for you. 👉 If this episode hit close to home, let’s talk. Email us at info@vxptech.com and we’ll kick it around. =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    49 min

  8. JAN 13

    91: Predictions 2026: Profit, Power Shifts, and the Next Alcohol Cycle

    In this annual predictions episode of the Tapped In Sales Podcast, Bud Dunn is joined by Moneyball Ross and Data Mike to break down what 2026 is shaping up to look like for beer distributors, suppliers, and the broader alcohol industry. These aren’t hot takes. They’re directional bets based on real conversations with distributors, suppliers, and operators across the country. From macroeconomic forces and Federal Reserve policy to RTDs, NA beer, THC regulation, supplier shakeouts, and AI in distribution—this episode connects the dots between what’s happening upstream and what it means downstream for your business. If you’re still waiting for volume to come back, this episode is your wake-up call. 🔮 Key Predictions & Themes for 2026 📉 The End of the Volume Fantasy 💰 Profit Becomes the Primary Scoreboard ⚖️ Power Shifts Toward Distributors 🍹 RTDs Continue to Win—Consolidation Accelerates 🌿 NA Beer Consolidates Around Fewer Winners ⚠️ THC & Delta-9: Regulation Is Coming 🏭 Craft’s “Middle Class” Gets Squeezed 🧠 Middle Management Becomes a Strategic Investment 🤖 AI Moves from Toy to Tool 🎧 Why This Episode Matters This episode isn’t about fear—it’s about clarity. The next alcohol cycle will reward: Discipline over hope Execution over entitlement Profit over volume If you want to understand where the industry is actually headed—and how to position your business to win in 2026 and beyond—this episode is required listening. 📩 Get In Touch Questions or feedback? Email us at info@vxptech.com If you found value in this episode, share it with a colleague and subscribe wherever you listen to podcasts. Chapters 00:00 Introduction and Predictions Overview 00:49 Macro Economic Predictions and Trends 03:46 The Impact of AI on the Economy 06:49 Political Influences on Economic Policies 09:51 Regulatory Changes in the THC Beverage Market 12:44 Shifts in Industry Focus: Profit Over Volume 15:50 The Future of Alcohol Consumption Trends 23:55 Predictions and Benchmarks 24:49 Anheuser-Busch's Acquisition Strategy 27:42 The Lawsuit and Brand Positioning 30:48 Market Dynamics and Consumer Trends 31:47 Molson Coors and Strategic Acquisitions 33:57 The Future of Non-Alcoholic Beverages 36:12 Craft Beer Industry Challenges 39:18 The Role of Distributors in the Market 43:34 Investing in Middle Management 47:21 AI's Impact on the Industry =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple Podcasts: Listen on Apple Podcast Tapped In Sales =============== Connect with Us:   Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world. About Tapped In Sales:   Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement. This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case. Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach! If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

    53 min
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Ratings & Reviews

5
out of 5
11 Ratings

About

Tapped In Podcast for Beverage Distributors that want to empower their sales team to drive business results. Hosted by Bud Dunn, Mikey Hall, and Ross Ackermann of VXP Tech.

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