Adapted from a conversation on The B2B eCommerce Show with Liz Duggan, hosted by Justin King.
As technology advances and digital investments grow, many B2B companies still fall short of their goals. The same issues persist– executive misalignment, ineffective change management, and poor adoption. What was once optional is now essential. Companies that fail to modernize risk being left behind, yet too many still approach digital transformation as a technology project rather than a business transformation.
Digital Transformation in B2B is More than an Order Pad
One of the most common mistakes is treating ecommerce as just another way to process orders, or as simply a way to cut costs. Positioning digital only to reduce costs limits its potential. Many organizations view it as a zero-sum shift of revenue from traditional channels, rather than as an opportunity to create net new value.
But when digital initiatives are aligned under commercial and sales leadership– with clear revenue targets and customer-focused goals– they become a growth engine. This alignment reframes digital from a competing channel to a strategic driver of customer relationships and business growth.
B2B organizations also must recognize how differently their customers think from consumers. In B2C, purchases are often driven by personal wants. In B2B, the focus is on completing a job efficiently and reliably. Digital experiences need to reflect this reality, supporting the specific jobs customers are trying to accomplish and removing pain points wherever possible.
The Critical Role of Executive Sponsorship
Executive sponsorship is one of the most vital aspects of any digital transformation initiative. When senior leaders champion the vision, actively communicate its importance, and support change management, adoption improves across the board. Teams are more likely to align, resources are easier to secure, and the entire organization feels accountable for delivering results.
Without executive alignment, digital initiatives often flounder. They’re treated as isolated technology upgrades rather than business-wide transformations. Goals become unclear, adoption suffers, and the organization misses the opportunity to create lasting impact. Early and ongoing executive involvement ensures that digital stays a business priority, not just a technical one.
Rethinking Attribution in B2B
Attribution is another area where many organizations struggle. B2B buyer journeys are inherently complex, involving multiple decision-makers, touchpoints, and channels– many which are offline. Standard metrics like online conversions fail to capture the full influence digital channels have on sales.
For example, customers may research products online, check pricing and availability through digital channels, and then place the final order through a sales rep or procurement system. The digital influence in that process is significant, yet it often goes unmeasured.
To address this, companies should map customer journeys in detail, identify key points of influence, and integrate data across silos. A holistic view helps justify digital investments and guide more effective strategies.
This isn’t just a challenge for smaller, less mature organizations. Even large enterprises, with advanced systems and endless resources, often struggle to capture and communicate the full impact of digital revenue and customer behavior.
Adoption Starts with Understanding Customer Motivation
The most overlooked factor in digital success is understanding customer motivation. Too often, organizations assume they already know what customers want. They build features based on outdated assumptions or internal priorities, rather than taking the time to uncover customers’ true needs.
The key to understanding customer motivation is to go beyond surface-level requests and dig into the jobs customers are trying to complete, the friction they encounter, and the outcome they’re hoping for. This requires asking the right questions, not just “what features do you want?” but “what problems are you trying to solve?” and “where do you experience the most friction when working with us?”
This approach often uncovers needs that lead to innovative solutions, ones that not only improve adoption but also create competitive differentiation. Digital transformation should focus on giving your customers the tools to help them do their jobs better, faster, and with less effort. When organizations understand customer needs and design solutions around them, adoption improves, and loyalty grows.