B2B companies face enormous growth potential through ecommerce, but it’s a challenge to build the right team and forge a profitable growth strategy.

Jim Lyman, vice president of ecommerce and customer enablement, Performance Foodservice

Jim Lyman, vice president of ecommerce and customer enablement at multibillion-dollar distributor Performance Foodservice, will speak at the EnvisionB2B conference on how to put together an ecommerce team with the necessary talents and experience to support an effective growth strategy. We caught up with him to get his views on trends in B2B digital commerce.

DC360: What is driving B2B companies like Performance Foodservice to expand online?

Lyman: We are expanding online so that we can meet customers where they want to do business. In person, on the phone online/mobile.   

DC360: What are your biggest internal or and external barriers?

Lyman: Change management is always the key both internally and externally. Making sure everyone sees how the technology can help them. 

DC360: What are the chief gains you’re realizing?

Lyman: At the end of the day, we want our customers to have a frictionless experience.

DC360: What is the most valuable piece of advice you have on how to launch online B2B sales or increase them?

Lyman: This is a business project that must involve customers, the sales organization and the IT teams to get this done. Engage with everyone.

DC360: Regarding COVID-19 and supply chain disruption, what is the biggest adaption your company has made?

Lyman: The supply chain issues are a challenge for everyone.  Our sales team works with our customers daily to ensure they have the products they need.

DC360: What excites you the most in new digital commerce technology?

Lyman: The ability to improve so many customers’ experience using the latest design thinking and information, and providing relevant information when customers need it.

DC360: Going forward, what do you see as the most significant commerce challenges and opportunities?

Lyman: The landscape is constantly changing, and we have to keep up with the changes while providing innovative solutions to save our customers time.

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