Marta Dalton, director of e-commerce, Coca-Cola
Marta Dalton, director of e-commerce for The Coca-Cola Co., has a formula for mixing self-service e-commerce with her company’s call center and outside sales team. She’ll share it during a presentation at next month’s IRCE B2B Workshop.
In her June 8 session—“Self-Service and Sales Reps: Getting the Most Profitable Mix”—Dalton will discuss “how to partner your e-commerce business with your call center and your outside sales team to drive growth, reduce cost, and improve your sales team morale,” she says, adding: “There is still a key role for the human touch in e-commerce and most companies don’t adequately take advantage of these valuable resources in their organization.”
Among the points Dalton will discuss, are:
- Addressing the questions you need to ask of yourself and your business leaders to identify opportunities where you can add e-commerce to your existing call center/outside sales business or where those groups can play a role in e-commerce;
- Identifying where these areas overlap and how you want to leverage existing sales resources in your call center or outside sales;
- Results of these efforts include better performance in year-over-year growth for revenue and product sales as well as increased growth of new customers.
The takeaways for the session audience:
- How to take your existing go to market strategy and figure out where e-commerce fits in;
- How to ensure your sales teams see e-commerce as a win-win and not a threat to their jobs;
- How to empower and enable your sales teams to sell e-commerce to your customers.
IRCE, or Internet Retailer Conference & Exhibition, will run from June 5 through June 8 at the McCormick Place Convention Center in Chicago. IRCE was founded in 2005 by B2BecNews publisher Vertical Web Media, which still manages the IRCE conference agenda. (IRCE is now owned by Emerald Expositions.)
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