Overcoming Internal Resistance

Unlocking Manufacturing & B2B Ecommerce Success

According to McKinsey & Co., in 2018, less than 30% of digital transformation projects were successful. In the years since improving the success rate of these efforts has proved elusive. Internal resistance to change is a large part of the “why” these types of endeavours don’t meet stakeholders' expectations.

Learn how Discovery & Strategy, Acro Commerce’s intensive planning phase, including all of your stakeholders, can help overcome objections to change and ensure a project meets everyone’s needs.

Exploring ecommerce opportunities in the manufacturing and B2B sectors often involves overcoming significant internal resistance. Leaders responsible for digital initiatives frequently encounter skepticism from stakeholders. Common objections include concerns about the complexity of the transition, the customization of products, the limitations of existing technologies, and doubts about customer adaptability. Addressing these concerns is critical to gaining buy-in and moving forward with any digital transformation.

The Importance of Discovery & Strategy

A structured Discovery & Strategy phase is critical for many project planning aspects, including identifying and addressing stakeholder reservations. This phase involves thorough analysis and engagement with all relevant parties to uncover potential challenges and validate the feasibility of proposed solutions. Taking a lean MVP (Minimum Viable Product) approach to ecommerce can help demonstrate value and build long-term support for further digital initiatives.

However, focusing solely on ecommerce is not the only way to achieve digital transformation. Automation and digitalization can apply to any business segment or process, leading to significant ROI and operational efficiencies.

A Story of Automating Workflow to Gain Buy-In

Consider a scenario where I worked with Alex, the Director of Digital Marketing for a manufacturing company. He faced the challenge of convincing stakeholders to adopt ecommerce. The company relied heavily on its distribution network, with one distributor accounting for nearly 80% of sales volume. We proposed automating an existing workflow as a proof of concept to demonstrate the potential benefits of digital transformation.

The Challenge

The company provided product information to their key distributor via Excel spreadsheets. Any changes in product details required a lengthy manual process to update the distributor's system, often taking over a week for changes to be applied to the live website. This delay resulted in outdated pricing, inability to execute flash sales, and overall inefficiencies, causing a strained relationship with the distributor.

The Solution

We developed an internal portal for managing product data, connected directly to the distributor's website via an API for real-time or scheduled updates. This automation allowed for immediate updates, reduced manual effort, and significantly improved the distributor's ability to sell the company's products accurately and efficiently.

The Outcome

• Improved efficiency—Automated updates eliminated the need for manual data entry, saving time and reducing errors.
• Real-time updates—Pricing and product information were updated in real-time, enabling timely promotions and accurate product listings.
• Enhanced relationships—The streamlined process strengthened the relationship with the key distributor, ensuring smoother operations and better collaboration.
• Quantifiable ROI—The project provided clear, quantifiable benefits, making it easier to justify further digital investments.

Following the success of this project, Alex found himself in a position of influence within his organization. He became the hero of the team responsible for pushing product data to distributors, and leadership recognized his contributions. This newfound influence paved the way for Alex to explore ecommerce further, with the buy-in he needed to succeed.

This case highlights how addressing specific pain points through targeted projects can yield substantial benefits and pave the way for broader digital transformation initiatives. Such projects help organizations understand the value of automation and build the necessary support for larger-scale ecommerce implementations.

Securing Buy-In by Involving All Stakeholders

Gaining stakeholder buy-in for digital transformation in manufacturing and B2B sectors requires addressing specific concerns and demonstrating tangible benefits. A Discovery & Strategy phase can help identify and address reservations, while lean MVP approaches and targeted automation projects can provide immediate ROI and build long-term support. By focusing on both the broader potential of digital transformation and specific, impactful projects, organizations can successfully navigate the transition to ecommerce and unlock new growth opportunities.

Reach out using the form below, and let’s get your team on board for change.