Teamwork Makes the Dream Work for B2B eCommerce
by Matt Johnson, on
We're continuing our series on the eComm-Wheel of Growth, and in this article we're going to help you put together a (dream) team to ensure the success of your B2B eCommerce webstore.
The 1992 United States men's Olympic basketball team, nicknamed the "Dream Team", was the first American Olympic team to feature active professional players from the National Basketball Association. The team has been described by journalists around the world as the greatest sports team ever assembled. This team was loaded! Michael Jordan, Larry Bird, Magic Johnson... are you kidding me?!
I would argue that the success of this team wasn't just about pure talent. It was leadership! How do you manage playing time, egos, the expectations? Coach Chuck Daly did a phenomenal job bringing together this group of individual superstars as one team, united by one vision, to bring home the gold medal... which of course they did, easily.
As the project champion or executive sponsor, it’s up to you to surround yourself with the talent capable of achieving online success.
The first step to building a successful team is creating an accountability chart with core responsibilities for each role.
As a business leader, you understand that success starts at the top.
You have to communicate a clear vision with goals and objectives for your team. That’s why the first and most important position on your depth chart is your team leader or eCommerce Director. As you may expect, this cannot be an inexperienced person. This is a top-level position that requires management experience and preferably someone with an entrepreneurial or business-owner mindset.
Hire, Outsource, or Both?
The next step is to determine whether you will hire, outsource, or use a combination of both to fill the other necessary roles. After the team leader, the next role you should fill is a project manager. The ideal candidate for this position will be highly organized, capable of wearing multiple hats, and comfortable communicating up and down the chain of command. This staff member can send marketing emails, manage social media, and update your eCommerce webstore. As an owner or executive, you cannot spend all your time following-up with designers and developers while juggling a dozen other issues.
The good news is that most roles can be outsourced.
If you are following the eComm-Wheel of Growth, you only need a developer, content specialist or designer a few weeks every few months. You can also have a digital strategist work a few hours each quarter to organize and present your analytics.
Once you have your team assembled, it is advisable that each member of your eCommerce team is rewarded with quarterly and annual bonuses tied to net revenue goals, especially the team leader.
Although your team may not have a say in the cost of goods sold, they can have a big impact on other expenses like software, design, development, and marketing.
If everyone is focused on the same bottom-line goals, they will manage expenses automatically, which will be like pouring rocket fuel in your eComm-Wheel of Growth.
Introducing eCommerce Enablement Services from Spinstak Growth Agency
Building, launching, and growing a B2B eCommerce webstore is difficult work. Many independent distributors lack the in-house resources necessary to get results online. Some of the common frustrations are:
- "Our customers are not using the website to place orders."
- "Our catalog and/or customer pricing needs to be updated."
- "We need to send regular emails."
- "Our website is out of date and needs a re-design."
- "We need help with our social channels."
- "We need to run a campaign to promote our supplier(s)."
If this is you, no worries! Spinstak can help. Contact us today for a consultation.