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With Forrester Research conservatively estimating nearly $560bn in B2B e-commerce transactions in 2013, B2B companies are facing immense pressure to deliver this kind of consumer-friendly online shopping experience.
However, building a multichannel ecosystem without upsetting existing channel relationships is a real challenge that requires balancing the concerns of referral and resale partners with the needs of end-customers. Aside from channel conflict, internal resistance can also make the transition difficult.
Developing a direct online sales program requires carefully balancing business buyers' needs with those of the existing channel partners and internal stakeholders.
In addition to devising a well-thought-out strategy, consider partnering with a technology provider who understands the challenges, and has a proven track record for success in overcoming them.
The right technology and a smart plan can make the transition a much smoother and more successful endeavor, allowing your business to take advantage of the lucrative B2B direct sales opportunity.
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