Gartner Research

How to Build a Business Case for B2B Digital Commerce

Published: 06 November 2019

ID: G00436055

Analyst(s): Jennifer Polk


Marketing leaders launching and leading digital commerce struggle to get other business units onboard, understand buyers’ expectations and overcome common objections. Use this research to build a compelling business case for B2B digital commerce that supports company goals.

Table Of Contents
  • Key Challenges



  • Align Digital Commerce to Business Goals and Context
    • Identify, Verify and Prioritize Business Goals
    • Choose a Digital Commerce Goal to Guide Scope and Spend
    • Consider Business Context in Your Case for Digital Commerce
  • Demonstrate Buyer Demand for Digital Commerce
    • Assess Buyer Demand and Market Potential
    • Quantify the Benefits of Digital Commerce
  • Estimate Time, Cost and Capabilities to Attract and Convert Buyers
    • Digital Commerce Technology Needs
    • Marketing Expenses
    • Marketing Talent and Technology
  • Confront Three Common Objections to B2B Digital Commerce
    • Complexity
    • Cannibalization
    • Assumed Buyer Preferences
  • What to Do Next

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