Summary
B2B organizations often struggle with how to approach implementing e-commerce as a new route to market as it is a complex initiative that requires a structured process. To ensure a successful e-commerce route-to-market strategy, e-commerce leaders and CMOs must ensure that multiple stakeholders, each serving a different role, are involved in the process of initiation, preparation, and implementation. This report introduces Forrester’s six-step B2B e-commerce strategy and implementation process and guidance for e-commerce leaders and the role of the CMO.
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