b2b webinar: creating your digital roadmap. why now?
TRANSCRIPT
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B2B Webinar Series:
Creating Your Digital Roadmap. Why Now?Tue, May 19th 2pm-2:45pm EST
John Klein
Vice President of Commerce Strategy
May 2015 | CrossView Intellectual Property
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What are some of the key factors driving digital enablement for B2B?
What is a Digital Roadmap and how can it help?
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B2B Digital Enablement Model
Product Research
Sales
Post Purchase Support
Not Enabled
• PDF links or Brochures only
• Field sales• Phone and Fax
• Simple FAQ• Phone and Fax
Partially Enabled
• Structured product specifications• Some support materials• Some but not all information searchable
• Online sales for simple products• Limited or no account specific pricing
• Knowledge Base• Some self service support• Limited community support
Fully Enabled
• Fully structured product information• All product related materials• Fully searchable
• All products available online• Contract Pricing• Full order history
• Fully searchable knowledge base• Full self service support, ticketing, ability to monitor status, etc.• Full community support
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Customer Business Technology
What’s Driving B2B Digital?
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Looking for consumer-like purchasing tools that make it easier to conduct research, manage the buying process, and obtain post-purchase service and support
Purchasing workflows and roles are becoming more complex and varied and buyers expect suppliers to support that model of customer touch-points in the research, purchase, and post-purchase lifecycle
Customer Drivers
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Ideal Consumer Experience
❏ 24x7x365 Availability
❏ Simplified Shopping Experience
❏ Real time order tracking
❏ Access across all channels
❏ Recognition across touch points
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❏ Full catalog, pricing, promotions and inventory
❏ Comprehensive and up-to-date product information
❏ Shopping tools they are used to - Related Products, Wish Lists, Customers also like, etc.
❏ Order Management tools such as save-to lists, order history, etc.
B2C Customer Experience
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B2B Customer Experience
❏ Custom Catalogs and Pricing
❏ Multiple Account Roles
❏ Authorization and Purchase Thresholds
❏ Purchase matching (PO, budget codes, departments, individuals, etc.)
❏ Re-order and Replinishment
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The purchasing decision is being distributed throughout organizations.
Many day to day purchases are more often being done by administrative roles, office assistants, lab technicians, etc.
These new buyers often prefer to do their own research, purchase online, and never interact with a sales rep.
Changing Purchasing Workflow
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Business and marketing teams need to evolve to reach and support customers effectively
The way in which customers want to interact with companies is fundamentally changing the role of sales and opportunities for cost savings
There is no well-defined approach or model yet in many industries so first movers will have an advantage
Business Drivers
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In order to meet the changing needs of B2B buyers, businesses must evolve their organizational structure.
New departments, new functions, and new responsibilities have to be defined - many of the same roles that B2C organizations had to add.
Organizational Change
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The impact of the changing buyer behavior is being felt across all industry verticals.
Forrester recently estimated that 1 million US B2B sales roles will be replaced by 2020.
Roles that primarily provide information or take orders will be the most heavily impacted - and the biggest opportunity for savings.
Reducing Costs
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Organizations can also reduce cost by maximizing self service offerings post-sale and
reducing call center and support costs.
❏ Enhanced Support Tools
❏ Automated renewals and Replenishment
Reducing Costs
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Unlike B2C where most of the customer interaction models for various consumer
industries has been well defined - B2B is still relatively uncharted and varies
dramatically by industry:
❏ Healthcare
❏ Biotech
❏ Construction
❏ Manufacturing
❏ Etc.
Opportunity and Competition
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Systems must be enabled to provide transparency and consistency of information across all customer touch-points in the research, purchase, and post-purchase lifecycle
New tools that fundamentally change “How” business and customer needs can be met are coming to market every day
Tech Drivers
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Transparency of Systems❏ Pricing❏ Inventory❏ Order Status
Technology - Information
Shopper view
CSR view
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Complex Landscape
The tools that a business or marketing organization can use to reach, interact with, and support customers is massively complex.
Determining the right combination of core platforms, 3rd party tools, reporting, etc. has never been more difficult.
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Technology - Changing Landscape
The landscape is also not standing still - rather it gets more complicated every day.
New, innovative tools provide new opportunities.
Existing tools are acquired and consolidated into suites of products
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What is a Digital Roadmap?
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Digital Roadmap
A Strategy for transforming a business from where it is today to where it needs to be tomorrow…
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Customer Business Technology
❏ Who are they?
❏ Where do they interact?
❏ How do they purchase?
❏ What is their process?
❏ Where are the opportunities?
❏ How well do you support the buyer?
❏ What needs to change?
❏ Where can you reduce costs?
❏ What is the competition doing?
❏ What is the current state?
❏ How available is critical information?
❏ What needs to change?
❏ What is the long term vision?
Digital Roadmap
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Customer
❏ Segmented Customer View
❏ Current State Interaction Model
❏ Lifecycle Model
❏ Gap and Opportunity Analysis
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Business
❏ Current Organizational Model
❏ Competitive Assessment
❏ Identify Opportunities for Cost Savings
❏ ROI and Cost Justification Models
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ROI and Cost Justification
❏ Investment Costs
❏ Opportunities for growth
❏ Cost Savings
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Organizational Structure
VP Cross Channel & Strategy
Digital Marketing
eCommerce Operations
Digital Analytics/Reporting
Fulfillment
Customer Service / Call Center
Payment /Fraud
eCommerce Technology
Web Development
QA
Site Admin /Security
Strategic Partnerships
Strategic Partnership
Management
eCreative/ Art Direction
Web Design
Web Production
Site Management
Corporate Marketing
Cross Channel Strategy
Digital Analytics
Site Admin / Security
Site QA
Merchandising
Mobile
SEO Analytics
Digital Marketing
Social
M-Commerce
Mobile Marketing
Social Commerce
SEM /Affiliate / Email
Social Media Marketing
Corporate Merchandising
Catalog Management
Content / Asset Management
eCommerce Merchandising
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Competitive Assessment
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Technology
❏ Current State Assessment
❏ Identify Technology and System Gaps
❏ Platform Selection and Evaluation
❏ Initiative Planning
❏ Prioritized Technology Roadmap
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Platform Features and Strengths
CMS Platforms
• Authoring Tools• Workflow &
Approval• Rich Media Management
• Social & Communities
eCommerce Platforms
• Cart & Checkout• Catalog & PIM Pricing
• Payments/Tax/Fraud•
Promotions/Coupons• Loyalty
• Inventory• OMS
3rd PartyTools
• Analytics• Search Marketing
Automation• Mobile
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eCommerce Driven
• Good for retailers with many products and categories
• Supports Omni-channel experience more directly
• Stronger marketing automation capabilities
• Better support for complex pricing and catalog for B2B business models
• Templates can be more rigid and keeping features and platform up to date can be challenging
• Less robust CMS features and asset management
• Integrated marketing automation tools can be quickly outdated
Hybrid
• Maximizes strengths of both systems
• Marketing and sales work with tools that better support their objectives
CMS Driven
• Good for manufacturers with lots of rich product content, visual assets, etc.
• Supports campaign style publishing and promotions well
• Supports complex buying processes with lots of information that are handled best by call center or field sales reps
• Supports unique or innovative web experiences more easily
• Typically leads to very simple checkout process for limited skus only
• Limited payment and merchandising options
• Full integration with backend systems (OMS, Payment Gateways, Tax, Inventory, etc.) more complex
• Less robust product catalog and information capabilities
Digital Integration Models
• More complex Integration (Customer data, Analytics, Page design, etc.)
• Maintaining customer view across systems can be difficult
• Some duplicated work and many internal debates as to where pages/content should be managed
• Major changes become more difficult to manage and implement with two systems
po
siti
ves
neg
ativ
es
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Description & Key Features
Catalog
Product
Entry Level
• Shopping cart plugins• Low volume/complexity SAAS solutions• Small catalogs• Simple pricing• Single country/currency
Small, single catalogs
Simple, no complex pricing or configuration
Consumer, Simple CC based B2B
Shopify, Volusion, OpenCart WooCommerce
$
Middle Tier & Specialized
• Licensed open source systems• Medium volume/complexity SAAS Solutions• More complex catalogs & pricing• Some International & Multi-Currency support (often requiring additional development)
Larger catalogs, some multiple support
Varied support for complex pricing and configuration
Larger Consumer, Small B2B with more complex business models
Magento, InsiteCommerce, ERP Web Interfaces
$$
Industry Leaders
• Fully integrated platforms• Robust commerce and back office components• International & Multi-Currency support• Complex B2B support
Large complex catalogs, customer and country specific
Complex pricing and product configuration
International retailers, manufacturers, distributors, etc
SAP Hybris, IBM Commerce, Oracle ATG
$$$
Commerce Platform Landscape
Customer
Examples
Cost
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Year 1 – Build the Foundation Year 2 – Personalization Year 3 – Operational Efficiency and Growth
Tool
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En
able
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oppi
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Pers
onal
ize
Your
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Inte
racti
ons
Exte
nd
Your
Sal
es
Reac
h
Site X Re-Platform Content Management System
Personalized Content Spots
Integration to Fraud Detection / Payment and Tax System
Social Monitoring / BI Tools
Closed-Loop Marketing Analytics and Customer Segmentation
Product Comparison
Checkout Enhancements
Landing Pages
Prop Configurator
Quickview
Advanced Personalized Marketing Content / Messages (e.g. Promotions)
Store Events Online
User-Generated Content
SMS AlertsEnhanced SEO
Apparel-Specific Capabilities
Distributed Order Management / International Fulfillment
Enha
nce
the
Cros
s-Ch
anne
lEx
perie
nce
Cross-Channel Returns / Exchanges
Factory / Vendor Direct Orders
Extended Sites (West Marine Outlet, New Lifestyle-focused Concepts)
In-Store Mobile / TabletStore Inventory Online
Enhanced Store Locator
Click to Chat / Facetime
Buy Online, Pick Up In-Store
Mobile for Port Supply
Buy Online, Deliver to Marina
A/B Testing
Recommendations & Associations
Tablet Catalogs
Mobile Apps
International Expansion
Cross-Channel Attribution
Community / Social Strategy
Enhanced Social Networking Integration
My Account
Batch Picking from Hub Stores
Segmented & Personalized Email
Shipping Program
Delivery / Availability Insight for B2B
Alternate Pay Types (PayPal, Bill Me Later)
Personalized Search Results
Outfitting / Quote System
Best-In-Class Tooling to Manage Catalog, Promotions and Marketing
Advanced Imaging Solution
Site to Store
Alternate Menu Structure
Endeca Multi-Select
Redesign Prod Templates
Enhanced Order Tracking
Staging Environment
Expanded Social Sharing
Answer Box
Store Pages
Local SEO
Improved On-Site Search (unstructured content)
Site Y Re-Platform
Parts Configurator
Multi-Language, Multi-Currency
Self-Service for common call center activities
Solution Selling
Cross-Channel View of Customer
Consultation Appointments
Endless Aisle in Store Extend Web Content to Store
Social Signon
Suggestive Selling (MyBuys)
Reputation Management
Perpetual Inventory
Multi-Year Digital Roadmap
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Q&A
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John Klein
Vice President of Commerce Strategy
THANK YOU
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