The Internet has created a new dynamic and structure for B2B businesses in which marketing teams, sales teams and e-commerce tools converge to maximize revenue. Some industry studies have painted a bleak future for sales teams, one in which they'll be phased out entirely and replaced with automated e-commerce stores. The assumption is often backed up with data indicating a shifting consumer preference towards e-commerce. Even though Internet accessibility and overall technological adaption rates are increasing globally, e-commerce and traditional sales roles have integrated together. New studies and industry reports have now suggested B2B businesses can reinforce their existing channels while simultaneously integrating new technology such as e-commerce.
In a Forrester Research study of B2B businesses, 89 percent of businesses surveyed indicated that implementing e-commerce increased their annual revenue. The modern business world is dominated by efficiency: who can attract the most customers, who can capture new markets the fastest and who can get the highest return on their investments. E-commerce websites have allowed sales teams to become more efficient, especially within the B2B market. Sales team members save time and become more productive when an e-commerce website is available for customers to fill out their own orders through a spreadsheet ordering format.
Allowing e-commerce software to take some of the tasks that were previously completed manually by sales teams and digitize them increases productivity. Founder of B2X Partners Justin King analyzed B2B sales from Forst & Sullivan, which are expected to reach $12 trillion by 2020. "If a sales team is looking at e-commerce as a threat or as a hit to their personal income, they won't get behind an effort like this," says King. "Bringing them into the fold early and incorporating them into your e-commerce team early is important."
"In most cases, a few sales reps will naturally latch onto the idea. Bringing them into the fold early and incorporating them into your e-commerce team early is important." — Justin King, 2017
E-commerce can be used as a tool for B2B sales teams. E-commerce websites can take large amounts of data and condense them into a portable fashion, essentially allowing your sales representatives to access your entire inventory from anywhere. Dirxion online catalogs serve as both a reference tool to sales representatives and a familiar, fully-integrated e-commerce experience for customers. For instance, Dirxion customer Proface America uses spreadsheet ordering functions in their online catalogs, which allows customers to independently place orders, freeing sales representatives from having to complete the process manually. Dirxion online catalogs can also be easily updated, thanks to in-house production and development teams, ensuring all sales representatives, no matter where they are, has access to fully-updated product lines and prices. In doing so, Dirxion customers mitigate production, printing and distribution costs previously associated with constructing print catalogs.