Building an E-Commerce Team
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The document outlines the formation of e-commerce teams at Ricoh and Sunsource, detailing their organizational structures, challenges, and successes in digital sales. Key speakers include Greg Smith from Ricoh and Salim Lakha from Sunsource, highlighting industry insights and strategies to enhance e-commerce operations. Both companies focus on improving customer engagement, utilizing various digital tools, and addressing traditional sales challenges through innovative solutions.
Building an E-Commerce Team
- 1. #AribaLIVE @ariba Building an E-Commerce Team Greg Smith, Senior Manager of Digital Sales, Ricoh Americas Corporation Salim Lakha, Senior E-Commerce Marketing Manager, SunSource April 8, 2015 © 2015 Ariba – an SAP company. All rights reserved.
- 2. #AribaLIVE @ariba Presenters • Greg Smith Senior Manager of Digital Sales Ricoh Americas Corporation • Jamie Banks Director, Sales Operations & Strategy Staples • Salim Lakha Senior E-Commerce Marketing Manager SunSource 2 © 2015 Ariba – an SAP company. All rights reserved.
- 3. #AribaLIVE @ariba BUILDING AN ECOMMERCE TEAM Greg Smith, Senior Manager of Digital Sales, Ricoh Americas Corporation 3 © 2015 Ariba – an SAP company. All rights reserved.
- 4. #AribaLIVE @ariba Who is Ricoh? 194 countries and territories Industry leader in document management 108,000+ Employees Worldwide Worldwide sales of $22 billion year end March 2014 Founded in 1936 A pioneer in environmental management Ricoh Americas Corporation Americas Headquarters Malvern, USA Ricoh Europe PLC European Headquarters London, UK Ricoh Asia Pacific Pte Ltd Asia Pacific & China HQ Singapore Ricoh Company, Ltd. Global Corporate Headquarters Tokyo, Japan Ricoh Japan Corporation Japan Headquarters Tokyo, Japan © 2015 Ariba – an SAP company. All rights reserved.4
- 5. #AribaLIVE @ariba 4,600 Technical Service Professionals 800 Professional and IT Services Staff 7,000 on-site Managed Services Employees Northeast, Southeast, Central, West Regions Ricoh Americas Corporation Americas Headquarters Malvern, USA Public Sector, Healthcare, Global, Legal focus Ricoh USA, Inc. 5
- 6. #AribaLIVE @ariba Ricoh Global Acquisitions © 2015 Ariba – an SAP company. All rights reserved.6
- 7. #AribaLIVE @ariba Path to New eCommerce Organization © 2012 Ariba, Inc. All rights reserved.7 • Varying ERP & eCommerce Platforms • Various Legacy Organizational Structures • True B2B Orientation • Varied Product & Pricing Strategies • Unified eCommerce Customer Experience
- 8. #AribaLIVE @ariba Digital Sales Ecosystem © 2015 Ariba – an SAP company. All rights reserved.8
- 9. #AribaLIVE @ariba © 2015 Ariba – an SAP company. All rights reserved.9 Customer Segments: National, Global, Verticals, Gov’t Benefits: • Support Customers’ ROI on eProcurement Solutions • Increased contract compliance • Increased customer retention • Reduced DSO/open AR Various Integration Options: • Multiple custom catalog options • Complex equipment bundled products • Leasing, Service Contracts, Cash Purchase, Managed Services, etc. • Contracted pricing and product offerings • Purchase Orders, Invoices, & Related transactions Variety of Supported Platforms
- 10. #AribaLIVE @ariba Variety of Integration Scenarios RFI/RFP/ Auction Select Goods & Services Workflow Compliance Receive & Reconcile Invoice & Pay © 2015 Ariba – an SAP company. All rights reserved.10 Sourcing Procure-to-Order (P2O) Buyer ERP Procure-to-Pay (P2P) Procurement Content (Catalogs) Buyer ERP Invoicing
- 11. #AribaLIVE @ariba Roadmap to New eCommerce Organization © 2015 Ariba – an SAP company. All rights reserved.11 Resource Investment in Time, People and Systems Phase 1 Phase 2 Phase 3 Phase 4 Foundation Building Customer Experience Sales Productivity Innovation
- 12. #AribaLIVE @ariba © 2015 Ariba – an SAP company. All rights reserved.12 Digital Sales Organizational Structure Digital Sales Organization Online Product Development Information Architects Web Product Managers eCommerce Operations Catalog Teams Field eCommerce Teams Technical Integration Team Analytics & Reporting eCommerce Analytics Team Financial Reporting Team Merchandizing Team Inside Sales Sales Call Center Product Segment Teams Customer Segment Teams Digital Sales eCommerce Operations Analytics & Reporting Inside Sales Web Product Development
- 13. #AribaLIVE @ariba © 2015 Ariba – an SAP company. All rights reserved.13 Digital Sales Operations ITDigital Sales/IT Combined Ownership • Identify Opportunity Step 1 • Opportunity Refinement Step 2 • Solution Building Step 3 • Customer Review and Testing Step 4 • Customer Approval and Launch Step 5 • Production BAU Support Step 6 Development Engagement Model
- 14. #AribaLIVE @ariba External Strategic Partnerships • Strategic Seller - Ariba Ready Platinum Access to Technical Expertise/Support Exclusive Marketing Resources. Active Participation in Enhancement and Release Cycle • Leverage other Partnerships Build Relationships with eProcurement Solution Providers Maximize Seller Investment in eCommerce Integration Best Practices for Transactional and Content Efficiencies Ultimately - Increase Revenue © 2015 Ariba – an SAP company. All rights reserved.14 Ricoh Team • Global Account Managers • Strategic Sales Executives • eCommerce Managers • Catalog Specialists Ariba Team • Supplier Enablement Leads • Electronic Supplier Integration Managers • Strategic Seller Account Managers • Catalog Knowledge Experts • Network Growth Managers Customer Team • Contract Managers • IT Project Leads • Catalog/Commodity Managers • Buyers/End Users
- 15. #AribaLIVE @ariba BUILDING AN ECOMMERCE TEAM Salim Lakha, Senior E-Commerce Marketing Manager, SunSource 15 © 2015 Ariba – an SAP company. All rights reserved.
- 16. #AribaLIVE @ariba Introduction to SunSource © 2015 Ariba – an SAP company. All rights reserved.16 • 11th Largest Industrial Distributor in North America – 450M+ in yearly sales • Leader in Multiple Technologies with 86 Years of History Hydraulics Pneumatics Electronics & Automation Filtration & Coolant Systems Fluid Process Industrial Hydraulic Repair Mobile Hydraulics/Repair • Strong Network of Strategically Located Branches, Distribution Warehouses and Service Centers • Corporate Headquarters in Addison, IL
- 17. #AribaLIVE @ariba SunSource Partner Companies © 2015 Ariba – an SAP company. All rights reserved.17
- 18. #AribaLIVE @ariba • Oil & Gas • Petrochemical • Special Industrial Machinery • Food & Beverage • Chemical • Pulp & Paper • Power Generation • Alternative Energy • Paints & Coatings • Water & Waste Water • Automotive • Government/Military • Primary Metals © 2015 Ariba – an SAP company. All rights reserved.18 Major Market Segments
- 19. #AribaLIVE @ariba E-Commerce Challenges • Processes are built around traditional sales • Non transactional existing websites • Multiple customers: Internal & External Adoption by internal departments Getting customers signed up • Limited Budget & Resources 2 Full time & 1 part time dedicated resource © 2015 Ariba – an SAP company. All rights reserved.19
- 20. #AribaLIVE @ariba E-Commerce Results • Pilot Launch SunSourceConnect.com in June 2013 Signed up handful of customers at launch • Opened up website to all internal customers in September 2013 Major issues were addressed from pilot launch • Added support for credit card, registration and more in July 2014 This release allowed new customers to do business with SunSource • Focused on adding products and enriching content Increased from 1300 to 20,000 products in just over a year • Measuring tools in place to gauge progress Site Tracking Sales Reporting © 2015 Ariba – an SAP company. All rights reserved.20
- 21. #AribaLIVE @ariba E-Commerce Marketing Tools • Chat Engagement Quotes generated from pro-active chats Leads assigned to Account Managers for follow up • Leads Optimized product hierarchy and page structure Google webmaster tools & Google Analytics integration 80% of products show up on the 1st page of Google • Analytics Web logs and analytics converted to useable data Shopping & Visitor patterns analyzed © 2015 Ariba – an SAP company. All rights reserved.21
- 22. #AribaLIVE @ariba Ariba Implementation – Lessons Learned • Traditional teams involved typically IT & Sales (sometimes marketing) • Fast implementation does not guarantee full adoption or “success” • Challenges faced post-implementation: Sales continue through old channels (use P-Cards) Not all locations on board – Maverick Buying Price quoted does not match Punchout Catalog • Have a plan in place to help with compliance Educate internal and external sales team Visit challenging locations if possible Provide incentives for 1st Punchout order to each location © 2015 Ariba – an SAP company. All rights reserved.22
- 23. #AribaLIVE @ariba Please Complete Session Survey Locate Session 23 Click Surveys Button Select Breakout Survey Rate Session Thank you for joining us © 2015 Ariba – an SAP company. All rights reserved.
Editor's Notes
- #24: Click the schedule icon, select Full Schedule, select the day your session occurs at the bottom, and search on the session title You can also click the speaker icon and search for session speakers to find the session Click on the session to bring up details You’ll see 3 tabs on the page, Details, Speakers, and Surveys, as shown on the slide Click on the Surveys tab Click on Breakout Session Survey Respond to survey and click submit