Digital Transformation of B2B Commerce
Is your business ready? For manufacturers, distributors and wholesalers around the globe, ecommerce has become one of the key drivers for digital transformation and companies with a well-executed digital strategy are quickly becoming disrupters in their markets. In order to remain competitive, businesses need to be willing to adopt a new way of thinking and working – one that is digital-first. This approach embraces technological advances and puts digital at the core of all organisational initiatives, transforming key areas of the business, such as marketing, sales, customer service, external channels, operations, R&D and HR. Many companies underestimate the impact of an ecommerce venture, thinking of it as a channel operating in silo. In reality, it is the stepping stone to transforming into a digital business. With over 60% of B2B purchasing decisions being made online, the process of digital transformation is one that any company will have to prepare for. This starts with understanding the effects on different areas of the business. Marketing Marketing initiatives are no longer confined to traditional channels. A digital B2B firm needs to be able to market itself digitally. Marketers need to know how potential customers use the web to research and find what they are looking for. Sales With a digital platform for online ordering, a shift in the role of the sales department is inevitable. It is therefore important to monitor the impact and ensure the sales team can leverage on the efficiencies and opportunities of digital technologies throughout the sales process. Customer Service Online never sleeps. This can be a challenge, as businesses suddenly have to provide customer service around the clock. 80% of B2B customers expect responses in real-time.[i] As such, it is vital for a digital business to have tools, processes and people available to meet this expectation or risk […]