Master B2B Friday 15

This week on the Friday 15 podcast, Andy & Brian discuss the reasons why it's challenging for B2B eCommerce businesses to build a great user experience.  A few reasons they dig into:

- Because buyers need to make these purchases for work, the interface may matter less than in B2C.

- B2B businesses aren't willing to make the investments necessary to create a great experience.

- The size of many B2B catalogs are orders of magnitude larger than the catalogs of B2C, which makes it much more difficult to build a great user experience.

This week on the Friday 15, Andy & Brian discuss whether your eCommerce site can replace some of the work being done by the inside sales team...

The biggest takeaway this week is that the inside sales team brings an enormous amount of efficiency and revenue opportunity when paired with outside sales and when paired well with eCommerce. 

In this episode they'll break down what inside sales does for a living, and whether the growth of eCommerce will impact the success of that role.

The Friday 15 crew is off this week for the long holiday weekend, but we wanted to share a recent Fireside Chat we held with Shannon Zonca, the Senior Director – Contract eCommerce at MillerKnoll, and Rob Richardson, the Senior Digital Product Manager at MillerKnoll, about how a manufacturer can grow its digital business without creating issues around channel conflict.

In this new interview, you’ll hear more about:

• How a manufacturer can take advantage of their dealer network to grow their online sales.

This week on the podcast, Andy & Brian talk through the pitfalls and best practices when hiring a system integrator.  

They share some of the red flags that SIs say they look out for when working with a client (Biggest?  Inadequate buy-in from senior management).

As well as red flags from practitioners (Biggest? Inadequate experience working with B2B companies.

This week, Andy & Brian talk about whether large, complex, global enterprises should centralize their digital operations, and how to think about that decision.

They dig into 4 areas:

1) To what extent the market is dominated by local preferences and behaviors

2) What are the service components of the business?

3) What are the fulfillment requirements?

4) Where is talent located?

Andy & Brian discuss the pros and cons of B2B companies making their pricing available in online channels.

They're mostly aligned with the common wisdom that pricing should be transparent, but they offer 4 reasons why it may make sense to hide some prices:

1) Withholding prices gives the seller pricing power.

2) Making the customer call for price raises their commitment to complete the buying journey.

3) The “price available upon request” notice carries an aura of exclusivity and status.

4) Withholding prices selectively pushed the customer to certain items and away from others.

This week on the podcast, Andy & Brian discuss:

- How will Amazon react to being deemed a "distributor" by the US government, and will that make them liable for the products third-party sellers put on the platform?

- Does digital investment necessarily lead to improved profitability?

- 3 steps to improving your digital profitability.

This week, Andy & Brian talk about why frontline employees and executives have such different views on the state of their businesses:

- What's the "purpose gap" and is there a way to reduce it?

- How can companies ensure they're allowing their staff to make forward progress on their projects?

- Is having differing views on the customer the biggest disconnect between executives and rank-and-file staff?

This week on the podcast Andy & Brian discuss:

- How B2C promotions (like Prime Day) impact B2B sales

- Why internal challenges are the reason why digital strategies fail

- 5 strategies for fixing internal challenges

This week on the podcast, Andy and Brian talk through the 6 characteristics of a great culture and how to implement them in your company...

1) Build your culture based on real-world dilemmas

2) Move your culture from abstraction to action

3) Pain your culture in full color

4) Hire the right people, and they will build the right culture

5) Make sure the culture drives the strategy

6) Don't be a purist