How Aging Commerce Systems Hurt Business

By Dennis McCafferty  |  Posted 2017-01-24 Email

The majority of B2B companies are still relying on tech-driven commerce systems that are at least two years old, according to a recent survey from CloudCraze. The resulting report, "The B2B Digital Commerce Imperative," states that the unavailability of more current systems is keeping many businesses from resolving their customers' pain points. In addition, a reluctance to innovate and difficulties in integrating data throughout systems are holding companies back. IT will need to work with marketing and sales teams to overcome these and other obstacles in order to help their company achieve top-priority goals, which include the building of outstanding online buying experiences and the reduction of costs via customer self-servicing. "B2B businesses are at a digital roadblock," according to the report. "Those that are currently offering basic digital commerce channels are unable to move on with more complex features due to outdated, product-focused systems. Businesses know that their current commerce platforms are leading to missed sales and revenue, but most are still failing to prioritize implementing SaaS systems that offer the flexibility needed to implement more advanced features." Nearly 200 IT and marketing professionals took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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