Manufacturers will limit their ability to scale and grow unless they accelerate selling directly to customers through e-commerce, adopting consumer-driven digital buying experiences and multi-channel sales strategies. A new case study released by Aleran Software illustrates both the challenge manufacturers face as well as the opportunity.
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By the end of 2023, 80% of all B2B sales interactions between suppliers and buyers will happen in digital channels, according to the Gartner Future of Sales 2025 report.
Yet, only 13 percent of industrial Original Equipment Manufacturers offer digital solutions with their current capabilities, and only 10 percent offer online, automatic self-service tools for placing reorders, according to a 2021 McKinsey report.
The shift to leveraging e-commerce for B2B has the potential to change business and operating models, including the ability to protect sales in the event of another pandemic-like crisis, reach new customers, get better data to shape strategies, and overall lower the cost-to-serve customers and length of time to post revenue.
The need to fuel growth through delivering meaningful online buying experiences and making sales more efficient is what prompted New York-based MMS Wholesale to make the shift to B2B e-commerce and multi-channel sales.
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MMS Distribution needed a holistic e-commerce and sales order management platform that could not only help them acquire new customers and deepen existing relationships, but also seamlessly integrate with their other central business systems and eliminate email sales orders. The company selected Minnesota-based Aleran Software after an extensive search.
“We’re not web developers,” said Matthew Stern, Chief Sales Officer for MMS Distribution. “If it wasn’t for Aleran, we would have had to hire additional staff to even take the initial step to sell online, even with seemingly turn-key platforms like Shopify.”
“B2B sales are complex but the solution to address the problem doesn’t have to be,” said Alex Sayyah, CEO of Aleran Software.
“Manufacturers need a solution and a partner that isn’t focused on a single sales channel but rather one that helps them see and tap into the power of a multi-channel approach,” said Alex Sayyah. “We know from our customers that they see, on average, a 26% sales lift using our platform in the first year and a 20% reduction in time saved each week. So, when they look at the growth in global markets and the potential buying power, they have significant opportunity to tap into that to fuel their revenue generation. And we help make it possible – efficiently and economically.”
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