There’s the adage that enterprise organization’s are like massive cargo vessels, they plod along toward their destination efficiently enough, but it takes a lot of work to quickly alter course when complications arise.
For the ship that is your B2B organization, transitioning from your current structure which focuses on channel sales or vendor and supplier networks, to one that emphasizes an omnichannel methodology incorporating ecommerce as well as traditional channels, can be painful to say the least.
To be successful, B2B organizations must assemble the appropriate stakeholders to steer the business through the pitfalls of digital transformation.
Let’s look at a few key factors your organization should be aware of when organizing and staffing for your B2B digital transformation.
Ecommerce May Require Some Creativity When Structuring Your Organization
According to Forrester, “Increasingly, B2B digital business professionals will transition their models from technology-organization-led shared services to standalone operations aligned with marketing and sales.”
Now, what does this mean for your organization? Chances are you’ll need to take a serious look at your organization to determine where your eCommerce operations fit in. Rather than dumping everything on IT, consider the value of establishing autonomous eCommerce operations that closely align with other departments such as marketing, sales, and others.
The Value of Multiple Points of View
Sure, direct sales teams probably view ecommerce as the big bad wolf coming to blow down their entire operation. But the fact is that ecommerce, when done right, has positive effects across all aspects of your organization—and that includes direct sales.
When building your ecommerce team, look to human resources, customer service and support, marketing, product teams, finance, and others. Remember, your ecommerce initiative affects the entire enterprise, not just a single silo within the organization.
Support Needs to Come from Within, and from Outside the Organization
Establishing buy-in from within the organization can be difficult. Your team must be comprised of keen observers of changing market trends and evolving customer behavior. They should also be able to bring people together, drum up support and enthusiasm for new initiatives, and be the driving force that fuels user adoption.
Rather than immediately trying to recruit these individuals from outside the organization, determine if you have the people with the digital talent within your existing teams.
At FPX, We Bring a Consultative Approach to CPQ and Ecommerce
Most people don’t immediately associate Configure-Price-Quote (CPQ) with ecommerce, but the truth is that for B2B organizations selling complex products and services, CPQ is an essential part of their digital transformation strategy.
With the power to source, rationalize and distribute data from across the organization, CPQ is the missing piece that bridges gaps across ERP, CRM, ecommerce and other solutions across the technology ecosystem.
To learn more about the power and agility of FPX CPQ, we encourage you to contact us today.