Successful e-commerce strategy has long been associated with B2C companies and is still a relatively unexplored tactic in the B2B space.
As SVP and GM at SAP Digital, Madhur Aggarwal decided to disrupt the status quo and recently led B2B giant SAP’s emergence into e-commerce with the launch of its SAP Digital Store.
In this podcast, Madhur chats with The CMO Club’s Mariah Petrovic about:
- The challenges of building a business case for e-commerce in B2B
- Why it’s important to consider long-term planning in determining ROI
- The opportunities associated with bringing digital tools internally, beyond the customer
Madhur also shares his perspective on aspiring from beyond the CMO role to GM or CEO.
