Most manufacturers relate eCommerce as the B2C experience and swiping the credit card for pre-paid customers. But digital commerce is more than that, especially in the B2B setting. Also, in most cases, most people relate eCommerce as the engine for generating revenue through net-new customers. And they miss the point that digital commerce is about enabling and tailoring the experience for each persona to create the sticky effect that can create a much superior competitive advantage than offered through your brand, product, or pricing.In today's episode, our guest, Ken Novak, shares his insights on enabling self-funded operational plans for Industrial manufacturers' digital journey. He also discusses the difference between the B2B and B2C experience and why the B2B experience is completely different with overlaps in user personas and their journeys. Finally, he discusses several other concepts such as the need for different systems in the digital architecture, the implications of poorly functioning PIM, the importance of industrial data points, and how to identify the lowest hanging fruits when executing digital projects.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.