1. The document outlines 5 guiding principles for modern B2B commerce: focus on technology that enables flexibility and composability rather than rigid legacy systems; use a methodology of continuous improvement focused on customer needs rather than projects; take an agile approach emphasizing speed and experimentation rather than traditional waterfall methods; prioritize innovation-driven KPIs like market share and customer experience over traditional efficiency metrics; and adopt a strategic mindset focused on changes in the market and customer expectations rather than maintaining the status quo.

1. 5 Guiding Principles to NOT F#%K up
Modern B2B Commerce
May 2022
Guido X Jansen – Global Business & Technology Evangelist

2. Guido X Jansen
Global Business & Technology Evangelist @ Spryker
● Applied Cognitive Psychologist
● In E-com & CRO since 2008
● Ran 1000+ controlled experiments
● Build several international CRO teams at Ecom merchants
● Did things with Magento
● Won the individual Experimentation Culture Award in 2020
● Host of the CRO.CAFE & Sheeptank Podcasts
gui.do/linkedin
@guido
To give you some context…

3. 2. Methodology
1. Technology
3. Approach
4. KPIs
5. Strategy

4. 1. Technology

5. Remember B2B 1.0?
− DISCONNECTED Systems of Record
− MANUAL processes
− MONOLITHIC Commerce Suites
− RIGID ERP SYSTEMS
− Homegrown LEGACY TECHNOLOGY solutions
spryker.com

6. Remember these Enterprise IT landscapes?
spryker.com

7. Modern Enterprise Architecture
Cart &
Lists
Price &
Promotion
Product
Category Checkout
API Orchestration Layer
External
Search
External
Tax
Custom
PBCs
Packaged Business
Capabilities
spryker.com
Payment
Tax
App
Composition
+
ERP
PIM
Reporting
Analytics
Integration Mediation Tier
Pricing &
Discounts
CRM
+

8. 2. Methodology

9. spryker.com

10. Digital Best Practices
− NEVER ENDING PROCESS, not a project
− Prioritize based on CUSTOMER NEEDS
− NEAR-TERM high-impact vs. big
innovations
− TIME is your most important KPI
− Build Measure Learn
spryker.com

11. Go for an MVP - not RfP
How not to build
a Minimum Viable
Product
How to build a
Minimum Viable
Product
spryker.com

12. How to do MVP (1/2)
− WHO do we want to prove something to?
− WHAT do we want to prove?
− WHAT are the underlying KPIs to prove success?
− HOW are we going to measure them?
spryker.com

13. Step by step approach…
Start with the top 3
customer journeys
Pick your main
stakeholder
Get Feedback
and learn
Go-Live in
<100 days
Integrate only the needed
systems (be pragmatic)
1
2
3
4
5
6
Repeat
spryker.com

14. 3. Approach

15. New challenges require a new mindset
Dimension
Strategy
Culture
Talent
Technology
User experience
IT Philosophy
Project management
Business model
Digital
Innovation
Collaboration
High skill
Cloud, Composable, API
Mission critical
Default to “yes”
Agile
Relationship & partner
Traditional
Efficiency
Hierarchy
Low Cost
Legacy
“Who cares?”
Default to “no”
Waterfall
Service & support
spryker.com

16. Business Agility
Methodology
Teams
Releases
Traditional
Waterfall
Project-Team
Annual
“New”
Scrum
Horizontal
Bi-weekly
Today
Modern Agility
Vertical
10x a day
spryker.com

17. Re-definition of Front-end
1995 -
2007
2007 -
2010
2010 -
2014
2013 -
2017
2018 2018 -
Ongoing
spryker.com

18. 4. KPIs

19. B2B KPIs in a yesterday’s world - Efficiency & Savings first
− Optimize order to delivery time
− Save sales or logistic cost
− Find the best location for a new factory
− Reduce IT spend
spryker.com

20. Modern B2B KPIs - Innovation speed first
− MARKET SHARE for digital offering
− Customer EXPERIENCE, attractiveness
− SPEED
− Safe vs. Experimental bets
spryker.com
− Attractiveness & RETENTION of digital talent

21. 5. Strategy

22. People Change:
“I sell books.” vs. “I sell whatever the f*** I want.”
spryker.com

23. … It’s impossible to imagine a
future… where a customer comes
up and says, ‘Jeff I love Amazon; I
just wish the prices were a little
higher,’ or ‘I love Amazon; I just
wish you’d deliver a little more
slowly.’
- Jeff Bezos, Amazon CEO
Focus on: What is NOT going to change…?

24. Market Evolution in B2B
1. Analog procurement processes
2. Legacy EDI portals
3. Sales force dominated channels
5. Digital Catalogs for small accounts
4. Responsive spare part shops
spryker.com

25. What used to be exciting isn’t anymore…
- Spare part shop
- EDI processes
- …
2005 2015 2022
Excitement
Commodity
spryker.com

26. Market Evolution in B2B
Cloud
Commerce OS
Sell Side Buy Side
Role-based experiences
Social
Apps
Shop
POS
IoT
Voice
Bot
and
more
Cloud
Commerce OS
Empowered Customer
5. Subscriptions
4. Commerce of Things
2. Integrated Customer journeys
3. Opex vs. Capex Business Models
1. Consumer-like web & mobile experiences
spryker.com

27. 2. Methodology
1. Technology
3. Approach
4. KPIs
5. Strategy

28. Spryker?

29. Spryker - Fastest growing modern B2B Enterprise platform
People
Customer
Partner
650+ team
in 40
countries
>100% YoY
growth
150+ Global
Enterprise Clients
150+
SI & Technology
Partners
spryker.com

30. Headless
ENABLE SOPHISTICATED TRANSACTIONAL BUSINESS MODELS
B2B, ENTERPRISE MP & IoT PLATFORM
spryker.com
Cloud native
Fully Composable

31. Trusted by Global Enterprise Leaders
spryker.com

32. Enabling customers in sophisticated industries…
Construction
& Tools
Utilities
Groceries,
Food &
Beverages Manufacturing
Pharma &
Medical Tech
Wholesale
Supply
Chain
and more
spryker.com

33. Recognized by Analysts & Customers
“Major player
in B2B
ecommerce”
VISIONARY Strong Performer “Flexible,
future-focused B2B
eCommerce solution”
spryker.com

34. Thank
you