Digital SKU (Stage 1): The Intake Valve

Digital SKU (Stage 1): The Intake Valve

by | Mar 11, 2026 | Digital Roadmap

Where Product Identity Enters the Refinery Last issue, we laid the lifecycle map on the table — six refining stages, in a fixed sequence, each one producing a higher grade of product data for the next stage to consume. Now we walk into the refinery. The first station...
Aligning Sales and eCommerce

Aligning Sales and eCommerce

by | Feb 26, 2026 | Digital Roadmap

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...
The Customer Discovery

The Customer Discovery

by | Feb 4, 2026 | Digital Roadmap

Platform selection starts with customer conversations, not internal meetings In this issue we’re talking about the customer voice. But, before going there, I’d like to share what happens when you don’t have it. The Risk of Getting it Wrong Over the years I’ve...
After the Cart

After the Cart

by | Feb 4, 2026 | Digital Roadmap

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...