Unlock the secrets to transforming B2B sales with expert tips and real success stories from industry leaders.
When it comes to choosing between brands, 54% of business buyers prioritize convenience—and Salesforce B2B Commerce is designed to meet these expectations. By simplifying the buying process, offering flexible shipping options, and reducing friction, it enables businesses to deliver a seamless and efficient customer experience. The result? Buyers place orders 50% to 70% faster and enjoy other benefits, improving their experience and increasing loyalty.
But what does it take to implement Salesforce B2B Commerce effectively and maximize these benefits? We hosted a round table discussion where industry leaders shared practical insights and actionable strategies that can help businesses succeed.
The round table featured Eric Marotta, Digital Transformation Executive at Salesforce, Felix Chung, CEO of Imagine USA, and Jasen Ward, IT Manager at ZESCO, with Alex Kolesnichenko, CTO at Forte DGTL, moderating the discussion. The session explored how Salesforce Commerce can drive digital transformation, the implementation challenges companies face, and how B2B sales teams can benefit from a unified CRM and commerce solution. Here are the key highlights of the event.
The Power of Salesforce B2B Commerce in Driving Digital Transformation
A unified CRM and Commerce solution can significantly transform the way B2B companies operate by breaking down silos between sales, service, and commerce teams. Salesforce Commerce stands out as one of the few platforms that offers this integration, making it a critical tool for companies seeking to improve efficiency and customer experience.
Eric Marotta shared:
“Salesforce is uniquely positioned as one of the only platforms out there that offers an extension of that selling and servicing motion with a digital experience.”
This integration is crucial for B2B companies where relationship selling and seamless data sharing are key to success. For marketing and sales teams, the ability to manage everything from customer relationships to online transactions in a single platform can save time and reduce the complexity of managing multiple tools. With Salesforce, sales reps gain a 360-degree view of each customer, making it easier to personalize offers and improve customer satisfaction.
Overcoming Implementation Challenges: The Role of an Experienced Partner
Many companies face significant challenges during the implementation of a B2B commerce platform, especially when moving from a legacy system to something more integrated and advanced. A successful implementation requires careful planning, defining the project scope, and ensuring alignment between all teams involved. Felix Chung, CEO of Imagine USA, highlighted how important it is to work with an experienced implementation partner to navigate these challenges.
Felix explained:
“There was something that we did in our e-commerce store that was very unique to our dental industry, we allow people to order custom prosthetics online. There is really nobody that does that in this industry. We had to switch to a completely new platform for B2B and I would say our implementation partner Forte was very critical to get this done right. We were pretty lucky to have a good implementation partner.”
This underscores the importance of working with partners who can guide the technical aspects of the implementation, ensuring that the system meets the unique needs of their industry while minimizing disruptions to ongoing business operations. Selecting the right partner can mean the difference between a smooth deployment and a project that falls short of expectations.
Visibility into Customer Behavior: The Key to More Efficient Sales
For Jasen Ward, IT Manager at ZESCO, one of the biggest advantages of adopting Salesforce Commerce was the improved visibility into customer behavior. With this deeper insight, sales teams can identify patterns, understand customer needs, and tailor their approach accordingly.
Jasen shared:
“Our plan was to have better visibility and it did. We were able to get into how visitors were looking at our site and looking at our products. We were able to convert those into leads. In our previous system, this process took many steps.”
With the new commerce solution, ZESCO shortened this to one or two steps, making the sales process much faster and more efficient. This insight is particularly valuable for businesses focused on optimizing sales cycles and increasing conversion rates. By understanding how prospects engage with the website and what they’re interested in, sales teams can quickly act on high-value leads, streamlining the entire sales process.
To learn more about how ZESCO leveraged Salesforce Commerce to streamline its sales process and achieve impressive business outcomes, check out our detailed ZESCO Success Story.
Tips for Successful Implementation: Defining the Project Scope
One of the crucial tips for a successful Salesforce Commerce implementation shared by Alex Kolesnichenko, CTO at Forte DGTL, is the importance of defining the project scope upfront. Without a clear understanding of the scope and objectives, the implementation process can become disjointed and prone to delays.
Alex emphasized:
“It’s very important to capture the scope, the project scope itself, right before you start implementation to understand how to build a solution.”
This advice is especially relevant for tech decision-makers who are tasked with ensuring the technical feasibility of the project. By defining the scope early, companies can avoid scope creep, ensure all stakeholders are aligned, and set clear milestones for success. Having a solid plan in place from the beginning lays the foundation for a smoother, more efficient implementation process.
Key Takeaways:
- Unified CRM and commerce systems drive efficiency and customer satisfaction.
- Implementation success depends on the right planning and experienced partners.
- Visibility into customer behavior is essential for optimizing sales processes.
- Defining the project scope upfront is key to a smooth implementation.
These insights are just a few of the valuable takeaways shared by our roundtable experts. If you’re looking to dive deeper into how Salesforce Commerce can streamline your B2B sales processes, overcome implementation challenges, and drive better results, we invite you to watch the full event recording on demand.
👉 Catch the full event here: Streamlining B2B Sales with CRM & Salesforce Commerce
For companies in manufacturing and wholesale, implementing a B2B commerce platform like Salesforce is no longer a luxury—it's a necessity. Whether you’re looking to improve sales efficiency, gain better customer insights, or ensure smooth implementation, Salesforce Commerce offers the tools and integrations needed to succeed in today’s competitive market.
Let us know your thoughts or connect with our CTO, Alex Kolesnichenko, if you have any questions about implementing Salesforce Commerce in your business!
