Aligning Sales and eCommerce

Aligning Sales and eCommerce

From Turf War to Strategic Partnership There’s a familiar tension that shows up in B2B organizations whenever ecommerce gains momentum. Sales leaders worry that the website will erode relationships. Ecommerce leaders worry that the field will resist adoption. And...
After the Cart

After the Cart

Why post-purchase experience defines B2B ecommerce success Most B2B ecommerce conversations stop at the cart. Search relevance. Pricing logic. Checkout speed. Mobile optimization. Those things matter, but they’re not where most B2B customers spend their time. In my...
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...