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Welcome back to "The Future of B2B Commerce"!

Traditionally, B2B sales have relied mostly on manual outreach and traditional sales channels. However, changing customer behaviors demand a digital transformation to meet customer requirements and to stay competitive. Yet, many companies struggle with low attention from top management.

Digital commerce in B2B - priority or neglect?

Top priority. In companies where e-commerce (digital) is the main sales channel, it's a major focus for management. These companies build teams around key steps in the customer journey.

Lack of focus. In companies where digital channels contributes less to revenue, digital sales and marketing teams often struggle to get attention and resources, even with strong online growth. This neglect can lead to missed opportunities and falling behind competitors.

Room for digital sales growth?

Management often lacks understanding of digital marketing and e-commerce. This is not surprising, as it is a relatively new area. However, it is crucial to empower teams with the knowledge to grow this channel. If expertise is not available internally, seek external help to avoid falling behind competitors.

The Sales director or the Marketing director/CMO is becoming an even more crucial stakeholder (Nordic Digital commerce in B2B report ). They either make the decisions or need to be empowered to convince management to invest in digital solutions. Top management must grant the authority to implement these strategies and encourage the entire organization to recognize their importance for future success.

Many companies need help developing ROI investment cases to convince management to invest more in digital capabilities. They seek deeper insights into building a business case and showcasing future solutions.

Conclusion

There is a huge potential in digital sales for product selling companies in B2B and the ones that understand how to take use of this potential will be the future winners. Those that fail to adapt risk missing significant growth opportunities and falling behind competitors. Empowering knowledgeable teams, seeking external expertise when necessary, and focusing on building strong business cases for digital investments are essential steps toward future success.

Do you agree?

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Stay tuned for more insights and strategies in our next edition of "The Future of B2B Digital Commerce." See you again in 2 weeks!

Cheers ??

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?? Work with Litium

Whenever you're ready there's 3 ways Litium can help you:

1. We help B2B companies scale their business and build revenue growth with our platform for digital commerce.
2. We’re keen to build a community around B2B commerce, to share our knowledge and insights. Join our tribe and share your ideas and learnings!
3. Crafters of commerce. We work with a B2B expert network, our ecosystem of partners and advisers have extensive knowledge and experience in digital transformation. The expertise is second to none.

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