This document discusses 5 crucial considerations for B2B commerce: 1) providing customers a B2C-like experience, 2) systematically making and keeping commitments cost-effectively, 3) being easy to do business with while maintaining risk standards, 4) infusing product/pricing/promotion strategies into customer interactions, and 5) centralizing governance while localizing market execution. It emphasizes the importance of an omni-channel approach and using customer data and relationships to optimize the customer experience across all sales channels.

1. B2B Commerce: 5 Crucial Considerations
Powering success and mitigating its de-railers
Russell Scherwin, NA Sales Leader
rscherwin@us.ibm.com

2. Introduction

3. Introducing IBM

4. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network of
partners, brokers, and agents
One platform powering customer interactions across all channels

5. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
EDIWeb Mobile
Digital Sales
Direct or partner branded sites
power self-service experiences
Complex Value Chains
Complex Value Chains
Selling through integrated value
chains (B2B2C, B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network of
partners, brokers, and agents
One platform powering customer interactions across all channels

6. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
One platform with powering customer interactions across all channels
EDIWeb Mobile
Digital Sales
Direct or partner branded sites
power self-service experiences
Complex Value Chains
Complex Value Chains
Selling through integrated value
chains (B2B2C, B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network of
partners, brokers, and agents
“Culture eats strategy for lunch”
- Peter Drucker

7. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
EDIWeb Mobile
Digital Sales
Direct or partner branded
sites power self-service
commerce experiences
Complex Value Chains
Complex Value Chains
Selling through integrated
value chains (B2B2C,
B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network
of sellers, partners, brokers,
and agents
One platform with relationship context optimizing customer interactions across all channels

8. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
EDIWeb Mobile
Digital Sales
Direct or partner branded
sites power self-service
commerce experiences
Complex Value Chains
Complex Value Chains
Selling through integrated
value chains (B2B2C,
B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network
of sellers, partners, brokers,
and agents
One platform with relationship context optimizing customer interactions across all channels

9. Baseline Consideration:
Omni-channel commerce matters. Team with your highest revenue channels.
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
EDIWeb Mobile
Digital Sales
Direct or partner branded
sites power self-service
commerce experiences
Complex Value Chains
Complex Value Chains
Selling through integrated
value chains (B2B2C,
B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network
of sellers, partners, brokers,
and agents
One platform with relationship context optimizing customer interactions across all channels

10. Consideration 1: Can you provide your B2B customers a B2C-like experience?
Do you have a customer centric B2B operation?
Differentiate, don’t be dragged
into unwinnable price wars
Are your competitors today your
competitors tomorrow?
Who’s plotting to take your share?
Responds to traditional
&non-traditional competitors Incumbents must respond by leveraging their source
of competitive advantage and assets
10,000+ B2B contractual relationships driving $1B+

11. B2C engagement – operational complexities
B2C Buyer
Approver
2. Shop
1. Promote /
Personalize
Approved?
3. Beg
4. No
4. Yes,
Transact
& Track

12. Customer-centric B2B interactions require relationship context
B2B relationship context must live in your Commerce platform’s core
12
IBM Commerce marries leading B2B capability with leading B2C experiences
B2B Buyer
Platform Must Understand
Buyer’s company
Buyer’s organization
Buyer’s role
Organization’s contracted catalog
Organization’s contracted Pricing
Ship-to/Bill-to
Procurement Workflow
Segmentation Strategies & Rules
Transaction Integration

13. Consideration 2:
Can your brand systemically make and keep commitments – cost effectively?
Parker Hannifin, a diversified manufacturer with
eight companies and 130 divisions deployed a
common order management system optimizing
inventory and fulfillment while establishing one face
to the customer, one invoice, and one order
Capture Complex Orders
Supplier Fulfillment
Execute the
‘Perfect Order’
- Accurate
- On Time
- Complete
 Available to Promise (ATP)
 Single view of supply and demand
 Endless aisle / Drop ship
 Order orchestration
 Intelligent sourcing
 Order changes / cancellations
 Returns and exchanges
 Fulfillment by supplier
 Delivery management
 Where’s my order / status?

14. Consideration 3:
Are you easy to do business with, while operating within corporate risk standards?
We delivered the quote
more quickly than before
while dramatically
improving the customer’s
experience. … freeing our
sales team to devote even
more time to working
closely with customers.
- Phil Harrington, EVP of
Risk, CA
Offer configuration and
quote preparation
Discounting and
approval process
Apply pricing
analytics and deal
governance
Present professional,
properly branded
proposal and quote

15. Consideration 4:
Is your product, pricing, and promotion strategy infused into every customer interaction?
Streamlined selling
Focus sellers on selling, not
internal systems and processes—
for all sales channels
Business controls
Empower business users to control
product, pricing, promotion and channel
strategies
A $29B USD Cable provider improved time to market from 8 weeks to 1
week, while giving business managers power to more effectively compete
in owned market segments

16. Consideration 5:
Can your platform centralize governance, while localizing market execution?
ACME Oil
Rig
APAC NA
Offshore
Gulf States Alaska
Onshore Aftermarket
Web
Nordics LATAM
Indirect
Channel
EMEA
Nordics
Norway
Base Org
Catalog
Price
Governance
Fulfillment
Org 1
Catalog 1
Price 1
Governance 1
Fulfillment 1
Org 1.1.1
Catalog 1
Price 1.1
Governance 1.1
Fulfillment 1
Org 1.1
Catalog 1.1
Price 1.1
Governance 1
Fulfillment 1
Org 1.1.2
Catalog 1
Price 1.1
Governance 1.1
Fulfillment 1
Org 1.1.3
Catalog 1
Price 1.1
Governance 1.1
Fulfillment 1

17. One platform powering customer interactions across all channels
Engage,
Educate,
Personalize
Search,
Configure,
Price
Quote,
Contract,
Transact
Source,
Fulfill,
Service
EDIWeb Mobile
Digital Sales
Direct or partner branded sites
power self-service experiences
Complex Value Chains
Complex Value Chains
Selling through integrated value
chains (B2B2C, B2E, B2G2G)
Field
Sellers
Call
Center
Partner
Sellers
Traditional Field Sales
Direct or extended network of
partners, brokers, and agents

18. It’s not what you sell, it’s how you sell –
If you’re in E-Commerce, you’re in sales
Survey: Why do B2B customers buy and stay loyal?
The sales experience offers the greatest opportunity for revenue and loyalty —by delivering insight.
PercentageofContributiontoCustomerLoyalty
53%
9%
19%
19%
Key Differentiators in the Sale
• Offers unique, valuable
perspectives on the market
• Helps me navigate
alternatives
• Helps me avoid potential
land mines
• Educates me on new issues
and outcomes
n=5,000+
Insight

19. Thank You
Russell Scherwin
rscherwin@us.ibm.com
+1.917.747.7168