Summary
As more and more traditionally nonconsumer brands begin to move online, questions abound: How do we sell online? What do we sell to — or how do we service — our customers online? How do we organize to optimize the channel? The good news is that B2B companies have many best practices to learn, and adapt, from B2C firms, many of which are running mature or established online sales operations. The first step: Recognize that the online channel won't be successful as a pet project or a silo. The Web presence needs to be a hub for sales and service, buttressed by a business plan, customer insight, a strong organization, and a clearly defined technology strategy.
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