PROS VP of Strategy Advises B2B Firms on the Best Ways to Shift to Digital CX
Shane Schick ,
Geoff Webb talks about the changes in buyer expectations since they’ve all been working from home amid COVID-19
As the VP of strategy for commerce platform PROS, Geoff Webb has a lot of conversations with B2B companies who are considering a shift towards digital selling. One he had not long ago with a large specialized food manufacturers was fairly typical.
“Their comment was that e-commerce as kind of a thing to look at — almost a curiosity,” Webb told 360 Magazine. “With the pandemic, that has obviously changed. This is now 100% business priority.”
Though they are often highly sophisticated organizations with a lot of tech-enabled business processes, B2B firms have sometimes been surprisingly resistant to encouraging their customers to make purchases online. This may be in part because many B2B sales are consultative, can involve multiple decision makers and can have highly custom pricing.