Tremendous opportunity awaits organizations that take on the lead role in generating demand for their products and services in the marketplace. Providing world-class, direct-to-consumer product experiences and multi-channel shopping capabilities is an essential step towards growing brand awareness, driving sell-through in the channel, and increasing B2B orders. Rence Winetrout, CMO and Executive Director for AAXIS Commerce, will speak about several successful examples of B2C experiences and multi-channel capabilities that were critical in growing B2B sales.

1. Channel Optimization:
Why You Need B2C
for Real B2B Growth
Rence Winetrout
Executive Director, Commerce Consulting
Presenting with THIRD PARTY
COMPANY LOGO Oracle B2B Commerce Summit

2. Which B2C Strategies Can Drive B2B Growth?
B2B $
? B2C
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3. Model Overview
Increase B2B Orders Through Channel “Push” and “Pull”
Promote & Extend
Generate Demand Drive Channel Sales
B2B Ordering
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4. B2B Case Studies
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5. Case Study: TaylorMade Golf Company
Business Challenges
 Continuing to lose margin at
retail.
 Economy: shrinking golf market.
 Difficult to maintain consumer
loyalty.
 Little control of sales process to
end-consumer.
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6. Case Study: TaylorMade Golf Company
Operational Challenges
 Proportionally large Sales Force
and Customer Service teams.
 Order entry process manual and
slow, via “green screens”.
 Product and Account information
de-centralized.
 B2B site highly underutilized, poor
merchandising, and not promoted.
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7. Case Study: TaylorMade Golf Company
Solutions
 Direct to consumer
engagement.
 B2C “inspired” B2B redesign.
 iPad app for Sales Force to
order via B2B.
 B2B portals for Retailers.
 Marketing of B2B to retailers.
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9. Case Study: Time Warner Cable
Business Challenges
 Market Share
 Variety and flexibility of product
offerings, packages, and bundles.
 Quality of service suffering, due to
inaccuracy of order process.
 Complex ordering process for end
consumer and resellers, requiring
significant manual intervention.
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10. Case Study: Time Warner Cable
Operational Challenges
 Management of “bundles” and
pricing rules too complex.
 No self-service ordering capability
across phone, internet, and cable.
 Lack of order capture integration
between regional reseller, Time
Warner, and provisioning service
provider Synchronoss.
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11. Case Study: Time Warner Cable
Solutions
 Direct to consumer engagement.
 B2C facing “rules engine” allowing
consumers to customize bundles.
 B2B2C capabilities to ease order
process for resellers.
 B2B2B2C capabilities to support
end-to-end provisioning between
Synchronoss, Time
Warner, Reseller, and Consumer.
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12. Case Study: Affymetrix
Business Challenges
 Lack of control around sales
process to end consumer in US,
European, and Asian markets.
 Keeping “channel” educated and
up-to-date on latest offerings.
 Differentiating product offerings
from competitors in the “channel”.
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13. Case Study: Affymetrix
Operational Challenges
 Lacking single, consolidated
product data catalog.
 Independent B2B sites per
region and language.
 B2B has no “self-help”
customer service tools.
 No real-time integration with
JDE system.
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14. Case Study: Affymetrix
Solutions
 Single, “B2C inspired” B2B site
to support all regions, built on
ATG & Endeca.
 Investment in product
merchandising, site search, and
product information.
 Online Customer Service
 Real-time JDE order integration.
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15. Model Summary
Increase B2B Orders Through Channel “Push” and “Pull”
Promote & Extend
Generate Demand Drive Channel Sales
B2B Ordering
15 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

16. Rence Winetrout
Executive Director
(858) 603-8911
rwinetrout@aaxiscommerce.com
www.aaxiscommerce.com
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