Published: 06 November 2019
Summary
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.
Included in Full Research
- 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