Why E-commerce Needs Owners, Not Just Builders

Why E-commerce Needs Owners, Not Just Builders

For years, B2B companies have treated e-commerce like a construction project: gather requirements, hire a systems integrator, build the platform, cut the ribbon, and call it done. Then they wonder why adoption stalls, revenue plateaus, and the competitive advantage...
Closing the Great Divide in B2B Ecommerce

Closing the Great Divide in B2B Ecommerce

In B2B distribution, there’s an ongoing disconnect I see time and again—the great divide. On one side are the business teams – sales, marketing, customer service – who live closest to the customer relationship. On the other side are the technology teams...
JTBD Isn’t Just a Concept

JTBD Isn’t Just a Concept

It’s a Framework for Transforming Your eCommerce Website Many B2B distributors know the frustration of hearing a customer say: “I couldn’t find what I needed on your site, so I just called my rep instead.” It’s not that your ecommerce platform doesn’t work. The...
Do Not Let Technology Wag the Dog

Do Not Let Technology Wag the Dog

How to avoid this simple (but costly) mistake in B2B digital transformation With a moniker like ‘The Digital Roadmap’ it’s natural to assume we’re talking about technology. In truth, we’re here to help you APPLY the technology. With that comes a responsibility to talk...