Mon 30th Nov- Focus Day: The A-Z of Creating a B2B eCommerce Strategy

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• How can effective change management and eCommerce organisational design provide upscaling opportunities?
• Discover how understanding the digital channels can enable a deeper understanding of customer behaviour and aid personalisation
• Evaluate how correct utilisation of digital channels can drive down costs and increase your business margin
• Compare how digital transformation can offer huge benefits to different sectors and company size to more traditional and offline marketing

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• What is your business objective? What are you really looking to achieve with your current business model?
• What are the organisational challenges to move from 3% to 30 % online sales? Where to position your resources and budget to maximise this digital shift?
• How to develop the user experience to be more customer focused
• How to best structure a business case and ensure it becomes a central tool throughout the whole project lifecycle
• What systems need to be in place in order to get an ROI?
• How to ensure your strategy avoids money and time loss

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• Identifying whether alignment and integration of sales and marketing is needed for your business digital efforts- what are the first steps to consider to make this transition successful?
• What incentives and motivation techniques can be provided to avoid repercussions with sales and digital channels?
• Developing education pieces to help demonstrate how offline and online sales strategies compliment each other and can help the whole business grow revenue
• Organisational restructuring to reduce silos and offer more streamlined communication between sales and marketing

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Table 1: eCommerce platforms; Andrew Freeman, Global Business Partner, eCommerce Technology Leader, Kimberly-Clark

Table 2: Product Information Management; Antoine Aranda, Director, eBusiness, VWR International

Table 3: eCommerce strategies; Eric Fergusson, Head of Retail Services & Sacha Williams, Director, Business Development, eCommera

Table 4: eProcurement; Mark Sutherland, Head, Digital Proposition & User Experience, SIG Insulation

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• Integration between sales, marketing and IT- how to best align targets and communication to streamline the digital journey
• Cultural change: The use of digital leaders and evangelists on digital solutions and how they can help ‘’thinking digital’’ internally and externally
• How to keep process optimisation simple to encourage adoption of digital channels and motivation
• Looking outside your organisation: Determining who to benchmark against and where to look for inspiration

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• How to motivate regional teams and advocate digital activity in a way that will inspire
• Identifying corporate and regional digital expectations to better understand what will best motivate and drive the digital strategy long term
• Establishing regular communication and validation systems to ensure that information from regional and global levels are unified in product information and branding
• Effectively managing competing brands within an organisation:
• Evaluating true objections and requirements from internal teams and comparing to what each brand customer requires

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• How to set up realistic goals and expectations in line with other internal departments
• Evaluating how digital currently fits into the company ecosystem and how this matches your proposal
• Effectively demonstrating how the project will generate revenue, cuts costs, and deliver additional benefit
• Developing KPIs to prove ROI of how digital/online efforts distribute true value to the sales funnel and how to demonstrate you have achieved these goals
• How can digital contribute to customer lifetime value to all internal teams

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• How to instill a ‘customer first’ ethos and generate excitement in your sector through online
• Leveraging metadata and how can this drive a better understanding of your customer behaviour and needs
• Building a business intelligence platform: Harmonising regional CRM and digital differences to work as a more aligned global organisation
• How can predictive models on customer drive R&D changes?

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