White PaperIBM Watson CommerceThe Convergence of the Enterprise Sales ModelExceed your B2B clients’ expectations – emulate the B2C model
2 The Convergence of the Enterprise Sales ModelExecutive summaryBuyers who are demanding a more personalized omnichannel experience, similar to what they experience in their personal shopping, are transforming B2B sales processes. This paper lays out why this transformation should be on the minds of many if not most B2B organizations. This document helps guide relevant stakeholders within B2B organizations to develop and execute plans to increase their eCommerce proficiency with the goal of increasing sales, profits, customer retention and customer satisfaction.Industry trendsForrester Research reports that, during 2013, business-to¬business (B2B) eCommerce revenue more than doubled business-to-consumer (B2C) revenue within the North American market. B2B revenue reached USD800 billion to USD one trillion globally, in 2014.The proliferation of smart phones and tablet computers has created a mobile eCommerce marketplace that didn’t even exist five years ago. Mobility has had such a dramatic effect on the eCommerce marketplace that, in 2015, ABI Research predicts USD119 billion in goods and services will be purchased via a mobile phone. This would represent almost eight percent of the global eCommerce marketplace.57% of the buying process is done prior to engaging with Sales.73%of global traffic to B2B company sites originate from search engines.80%of companies believe that custom-er expectations have changed due toB2C practices.70%of B2B purchase decisions include at least two decision makers.75% of B2B buyers are influenced by social media.50% of B2B buyers surveyed said ‘improved person-alization’ is key for suppliers they want to work with.76%of B2B buyers listed ‘Enhanced Search’ as one of their top three features.76% of customers say the most important factor in website design is “the website makes it easy for me to find what I want.”The average conver-sion rate reported by the B2B survey respondents was 10%, much higher than the 3%average reported by B2C executives.89%of B2B researchers use the Internet during the B2B research process.Figure 1: B2B Customer Experience Trends.3
IBM Watson Commerce3Client needs and challengesHow can you take advantage of the dramatic growth in sales channels? A flexible, comprehensive commerce platform must be the foundation of any organization hoping to thrive in the digital future. Implementing a unified commerce platform, capable of delivering a seamless buying experience in any channel, at any time, from any place, is a business requirement. The near-term goal is a cross-departmental commerce plan or roadmap to capitalize on this immense opportunity. And the long-term goal is the delivery of technologies infused with satisfying buying experiences.