Manufacturers rely on traditional business-to-business (B2B) sales channels to generate a significant portion of their revenue, but as digital commerce grows, customers want direct interactions with manufacturers. Organizations recognize the valuable data associated with direct customer interactions and how it helps to understand market needs. Many feel an urgency to incorporate business-to-consumer (B2C) or direct-to-customer (D2C) channels into their digital sales strategy, potentially unsettling their channel relationships. Should they enable or disrupt their existing B2B sales channel?

In this playbook, an expert from HCLSoftware will help us explore how manufacturers can effectively manage the inherent channel conflict to generate revenue across multiple e-commerce sales channels. The playbook will explore:

• Challenges to changing the status quo 
• Whether to disrupt the sales channel or enable it
• Benefits and risks of channel disruption
• Benefits and risks of channel enablement

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