The document discusses how e-commerce has become essential for B2B enterprises and omni-channel e-commerce combined with quote-to-cash capabilities can drive better outcomes. It also summarizes a case study of how Align Technology implemented an omni-channel e-commerce solution with Apttus to address challenges with their prior system. The new solution provided significant improvements like reduced complexity, faster time to market, improved responsiveness, and integrated promotions that increased average order values and revenue.

1. #AccelerateQTC
May 4, 2017 – 11:00am
Moira Smalley, Nucleus Research
Leela Parvathaneni, Align Technology
#AccelerateQTC
Omni-Channel E-Commerce for Fun and Profits

2. Moira Smalley
ANALYST
NUCLEUS RESEARCH
Leela Parvathaneni
DIRECTOR, CUSTOMER
FACING APPLICATIONS
ALIGN TECHNOLOGY

3. • Founded in 2000, based in
Boston MA
• Over 600 published ROI case
studies
• Focused on ROI analysis of
real-world technology
implementations
• National Association of State
Boards of Accountancy
(Registration #108024)

4. E-commerce: “Nice to have”  “Must have”
30% of buyers prefer to make high-value
purchases online
Omni-Channel—E-Commerce + QTC—drives
better outcomes than either alone
The Situation: E-Commerce Is Now Essential for B2B Enterprises

5. E-Commerce Improves Customer Experience and Sales Efficiency
100%of businesses
improved their
customer experience
with E-Commerce
+31pp
additional reduction
in time to quote with E-
Commerce (99%) relative
to CPQ (68%) alone
+17%increase in catalog
visibility, improving
cross-sell / upsell
opportunities

6. E-Commerce Reduces Costs
$384k
in cost savings by
avoiding the need to
hire additional
developers
in cost savings by
avoiding the need to hire
additional marketing and
sales personnel
3-5%potential budget
reduction through
mitigated hiring
$424k

7. Key Considerations When Choosing an E-Commerce Solution
Platform
Scalability
Partnership

8. Key Considerations: Platform, Scalability, Partnership
Cart-to-Cash capabilities on a single platform
with a single data model.
“We chose Apttus because we didn’t have to
integrate a completely different set of master data
with our CRM, and didn’t have to hire a set of people
just to manage our e-commerce solution.”
Platform

9. Key Considerations: Platform, Scalability, Partnership
Support for rapid growth and transformation—
without endlessly adding employees.
“We are in the process of scaling up, so we needed
to give people all of the self-service capabilities that
we could. From a scalability standpoint, Apttus E-
Commerce will be key to our success.”
Scalability

10. Key Considerations: Platform, Scalability, Partnership
Take advantage of the strength of existing
working relationships.
“With Apttus, their portfolio of products is very
comprehensive and aligned with our vision. The
working relationship was great right off the bat –
they almost feel like a part of our company.”
Partnership

11. Align Technology is dedicated to transforming lives by
improving the journey to a healthy, beautiful smile.
Our goal is to become an indispensable partner to dental
professionals worldwide while building a great company.

12. Saw Opportunity to Leverage E-Commerce to
Empower Doctors to Easily Order Online

13. Faced Several Key Challenges to Realizing the
Full Benefits of E-Commerce
Slow, inefficient,
outdated platform
Inability to get to
market quickly
Required custom coding both
front-end and back-end
Long lead time to add new
products and configure prices
System unable to support expansion
to different product and services
X X
X X
X

14. E-Commerce Combined with Quote-to-Cash Delivered
Significant Cost and Efficiency Improvements
Omni-Channel: One system of
record for multiple channels
Reduced complexity and
cost of maintenance by 5x
Improved responsiveness
and faster time to market
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15. Plus—Integrated, Configurable Promotions
Improved Average Order Value
15

16. Omni-Channel B2B Commerce Drives Revenue Growth,
Reduces Costs, and Improves Profitability
Shorter Sales Cycles
Cost Savings
Increased catalog Visibility
Improved Employee Effectiveness
Improved Customer Experience
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