Overcome the B-to-B E-Commerce Challenge by Thinking B-to-C

Achieving Channel Harmony
Direct-to-buyer models aren't only more efficient for the seller — they eliminate a large portion of the expense, maintenance and grooming of traditional sales channels — but also are important for the customer. There's a common misperception that one of the biggest roadblocks to a successful direct-to-buyer implementation is the technology that delivers the system. In reality, it's the people. Managing the relationships between direct and channel sales can be a challenge. However, it's possible to achieve channel harmony and still capture the benefits of the direct model.