In this episode of the B2B eCommerce Show, Justin King sits down with David Blue, Founder and CEO of Saltbox Management, to explore what he calls “Big C Commerce”, the omnichannel reality of how B2B companies actually make money.

David explains why commerce in B2B is far more than a storefront or checkout experience. For complex manufacturers and distributors, revenue flows through multiple channels, sales-assisted buying, quoting, portals, service, parts, EDI, and eCommerce, and the real challenge is stitching those experiences together without friction.

With deep expertise in the Salesforce ecosystem, David shares how enterprise organizations can unify sales, service, and commerce on a single platform, modernize customer engagement, and build self-service experiences that match how customers actually buy, not how companies wish they would.

Together, Justin and David unpack how to measure success beyond transactions, why customer job-to-be-done thinking matters more than “Amazon-like” design, and how CRM-driven commerce reduces complexity while improving adoption.

Key topics include:
• What “Big C Commerce” means in B2B
• Connecting sales-assisted and self-service buying journeys
• Measuring commerce success through customer effectiveness
• ERP vs. CRM-driven commerce architectures
• Why Salesforce-native commerce changes the integration equation
• How AI-enabled services amplify delivery and outcomes

A strategic conversation for manufacturers, distributors, and enterprise digital leaders looking to unify commerce, reduce friction, and drive meaningful digital transformation.

Guest: David Blue
Host: Justin King