Your customers are implementing a procurement solution. Learn how you can change beliefs, shift thinking, and drive conversation and change within your company to shift from operations-focused e-commerce to customer-centric digital commerce and help your company flourish. Gain insights into how to advance to the future and create a change organization. This session focuses on building an e-commerce strategy and team.

1. PUBLIC
March 2017
Tiffani Barton, B&H Photo & VideoLisa Chapman, DellRick Harper, IBM Digital Sales
Moderator: Rob Brooks
Selling E-Commerce to Your Leadership

2. Introduction to B&H

3. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
B&H
Over 500,000 items in catalog
From over 5,500 brands
1 million square feet of warehouse space
Most items in stock and ready to ship

5. 1. 2001 to Present
2. Upper Management
3. The Team
4. Best Practices
B&H and Ariba: From Pay-Per-Use
Fax Machine to Slot Machine

6. Questions?
Tiffani Barton
B2B Contracts and eProcurement
B&H Photo, Video, Pro Audio, New York City
Email: tiffanib@bhphoto.com

7. Dell – Selling eCommerce to
Leadership
SAP Ariba Live 2017
Internal Use - Confidential

8. Dell’s eCommerce Timeline
1998: Dell
partners with
Ariba to support
CIF catalog
customers
2000: Expansion
of integration
team to 5
resources
1999: Dell
enables punch-
out catalogs and
ePOs
2002: Electronic
invoices first
supported
2003: Dedicated
B2B Consultant
Team formed
2007: Custom
map technology
deployed
2010: Branding
investment for
PremierConnect
program
Investment in
Global catalog and
procurement
2012: Company wide
Sales training and
awareness campaign
TODAY:
• Team of 12 dedicated
Integration Architects
• Dedicated IT
resources
• 633 Ariba integrations
WW
• 2671 total integrations
WW

9. Benefits of Investment
Customers
• Enhance shopping experience
• Streamline order process
• Reduce cycle times
• Lower procurement costs
• Increase order accuracy
• Invoicing automation *
Suppliers
Investing in eCommerce = win for the Customer AND the Supplier
• Expand Sales reach
• Product and pricing
availability
• Customer “stickiness”
• Increase in Customer
Satisfaction
• Faster invoice  payment
turnaround*
*Electronic invoicing is available for Dell US Customers ONLY

10. • Industry standard
offerings
• Dedicated IT and
integration resources
• Expert guidance
Invest
• Sales partnership
• Proactive growth
programs
• Utilization efforts
• Revenue impact
Grow
• Post go live
deployment
• Reliable Help Desk
• Sustaining assistance
Support
eCommerce Best Practices
Continue to drive value after initial investment

11. 11 of Y
Internal Use - Confidential

12. Thank you.
Lisa Chapman
Senior Manager
Dell | Commercial Online
Email: Lisa.Chapman@dell.com

13. Rick Harper
Strategy Executive
IBM Digital Sales, Commercial
Selling e-commerce to Your
Leadership Using Client-Centric
Design Thinking Techniques

14. IBM and SAP Ariba
Started in 2000 when our first clients approached us
Initially focused on non-catalog and invoice, then
catalog and order response came later
• Began true integration in 2005 with PCs and Intel Servers
• However, now we do not have as many physical products,
so we’re re-engineering our approach
14
Supporting more than 150 unique clients
Processing more than 30,000 documents
Over $5B per year of spend
0
20
40
60
80
100
120
140
160
180
0
1.000
2.000
3.000
4.000
5.000
6.000
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16
PO $M Clients Docs (K)

15. Selling e-commerce to your leadership using client-centric Design Thinking techniques
An approach for leaders to guide their teams to achieve
market outcomes
An approach for project teams (business, design, & technology)
to develop exemplary solutions
An approach to transform companies into becoming client-
centeredIBM Design Thinking Framework

16. Invest for client outcomes
By framing your case around the client, you ensure that
you will deliver capability your client will value and use.
“As a Buyer, I need to execute and manage my purchasing
within our Ariba S2P system, so that I can reduce costs and
control spend.”
“As an end-user at ZYX Co, I need to select my products
from a pre-defined catalog so I can save time for myself
and my company’s money.”
“As an AP rep, I need to receive electronic invoices so I can
reconcile payments automatically and optimize my
DPO.”
Empathy Map

17. Envision the User Experience
As-Is Scenario or Client Journey Mapping can reveal the pain points in the current client
journey and identify focus areas for improvement
Group common and related ideas
Look for opportunities which are
high-impact and highly feasible
Engage Sponsor Users
Feasibility
Impact

18. Collaborate, Align, Engage!
However, everyone on the team knows something
about your customer
Radical Collaboration means that all key stakeholders
participate from the beginning
Include Sponsor Users in your effort on an ongoing
basis
Keep the focus on the client outcome and value to be
delivered – this keeps everyone aligned on the same
goal
Don’t be afraid of crazy ideas. You may not use them,
but they will help you in the end.

19. In conclusion
Design Thinking puts the client at the center of everything you do, but it’s a
continuous effort, not a one-time deal
Cross-functional teams help you to better understand the different dimensions of
your client
Including the client (Sponsor User) in your planning might sound scary, but it will
help you deliver a better solution in the end
Regularly review your progress with stakeholders and sponsor users to ensure
alignment on the goal
design.ibm.com

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21. Thank you.
Rick Harper
Program Director, Strategy
Commercial Sales
IBM Digital Sales
Email: rlharper@us.ibm.com