80% B2B Sales: Strict Customer Centricity Ensures Conrad’s Continuous Growth

 Management of Conrad Electronic:
Dr. Sebastian Dehnen, Ralf Bühler, Dr. Daniel Saga und Guy Dann (pictured left to right)

©Conrad Electronic

Conrad Electronic are on track to achieve their goals. These days, after the company’s successful transformation from a traditional retailer of electronic products into a B2B sourcing platform, 80 percent of the revenue of the Bavaria-based family business comes from business customers. Conrad’s major objective is becoming the leading sourcing platform in Europe. In line with the “structure follows strategy” principle, two recent strategic appointments at the senior executive level have been made to General Management: Dr Daniel Saga who joined on 1 May 2025, and Guy Mann who started on 1 September. Both were appointed as Chief Sales Officers (CSOs), with Dr Saga looking after the company’s digitally managed customers (DMCs) and Dann being responsible for Conrad’s personally managed customers (PMCs).    

Hirschau, November 2025. Conrad’s transformation isn’t just reflected in facts and figures. It also manifests itself in the company’s strategy of focussing on distinct customer groups. Among them are  digitally managed customers (DMCs) who mainly use the online shop, and personally managed customers (PMCs) who favour system integration, tailored e-procurement solutions and personalised customer support. Appointing two known experts in these fields to company management further underlines Conrad’s ambitions to grow their business in these areas.

Stay on track and drive internationalisation

“I’m super happy to welcome Dr Dainel Saga and Guy Mann here at our company,” explains Ralf Bühler, CEO at Conrad Electronic. “We’ll hugely benefit from their combined expertise when it comes to further improving customer centricity on our journey to become Europe’s leading sourcing platform for technical supplies.” Conrad’s 10 million product offers, tailored e-procurement solutions and expert advice already help businesses of all sizes and across all sectors save time and money when sourcing technology. Moreover, manufacturers and distributors can reach new European audiences and markets by registering as a seller on Conrad Marketplace. Expanding the managing board - which also includes Dr Sebastian Dehnen CFO - is the next logical step towards both continued success and the growing internationalisation of the Conrad Sourcing Platform.

Two experts in their field for two different customer groups

Dr Daniel Saga’s 25 years of professional experience include 10 years at Amazon culminating in the role of General Manager of Tools, DIY and Smart Home. As Managing Director of EU Consumers, he played a key role in developing new business areas, optimising cross-border processes and establishing innovative business fields. Beforehand, the Munich born and bred Saga spent five years as an associate director at Allianz Group where his responsibilities included leading the Business Analytics team. “The digitalisation of procurement processes opens up lots of opportunities for our DMCs,” he explains. “I am really looking forward to using my platform economics background to help Conrad become Europe’s go-to B2B company for the digital sourcing of technical supplies.”

Guy Dann expertise includes 30 years of international management, successful turnarounds and strategic growth initiatives at companies across Europe, Asia and Australia. He has headed the sales departments of service-oriented technology distributors such as RS Group and Rutronik. Before joining Conrad Electronic, Dann was Vice President EMEA at TestEquity LLC where he merged Acquisition, Vision and Strategy. With a strong background in international sales and operational excellence, the British-born executive now helps improve Conrad’s positioning with PMCs. “I’m really excited to take on the job,” he says about his new role. “I’ll do my best to internationalise our business, drawing on a century of experience in distribution and innovation.”