Winning Complex B2B Sales in a Digital-First World

This white paper discusses the challenges and strategies for manufacturers in selling complex configure-to-order (CTO) products in a digital-first environment. It outlines the necessity for manufacturers to adapt their sales infrastructure to meet the evolving expectations of B2B buyers, who increasingly prefer online research and decision-making. The document identifies the complexity of the configuration process and the vital role of subject matter experts in guiding customers through product specifications and compatibility. It presents three key options for improving sales processes: Style/Variant-Only eCommerce, eCommerce combined with Configure Price Quote (CPQ) systems, and eCommerce with Native CPQ solutions. Each option is examined for its advantages and challenges, particularly regarding user experience, system integration, and the management of product configurations. The paper emphasizes the need for manufacturers to rethink their sales strategies to effectively bridge the gap between product complexity and the simplicity expected in digital sales.