Not Just Sales: The True Value of eCommerce for B2B Brands with Jason Greenwood

Episode notes

This episode tackles the real reasons manufacturers and distributors stay stuck: old systems, patchwork processes, and business habits that don’t change overnight. Jason Greenwood and Aaron Sheehan dig into what goes wrong in B2B projects, how leaders can spot roadblocks early, and why honest internal conversations matter more than buying the latest software. Key Highlights 5:00 Why B2B companies still run on spreadsheets and ancient ERPs 9:00 Shadow IT in B2B operations 11:03 Field reps aging out, digital-native buyers moving in – how it’s reshaping expectations 13:05 The real question companies ask: Should we replace the ERP or launch eCommerce first? 15:23 Customers force the issue: “We’ll switch suppliers if you don’t make it easier” 17:05 How Jason breaks the customer base into three digital adoption buckets 19:16 Manual ordering habits (screenshots, PDFs) 23:20 When eCommerce is dismissed as ‘just for small customers’ and why that’s wrong 32:00 How eCommerce automation solves pain points beyond the transactional workflow Resources Mentioned Digital Services Layer (DSL): Jason’s concept for all the non-transactional digital capabilities customers expect.