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The Real Reason Digital Fails: It’s Not Because CEOs are Dinosaurs
When we talk to distribution employees, we often hear, in hushed tones: Our CEO just doesn’t understand why we should invest in digital! When we talk to distribution CEOs, we hear their frustration when they tell us: We’ve spent millions on our website and haven’t gotten any kind of return on that investment! What’s going on here? In our experience: Successful ecommerce in B2B is wildly more complex than in retail. Multiple users, workflows, e-procurement, punchout, email-to-order conversion and many more challenges make it tough to succeed. Now, add in the problem where “experts” get the…
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