Consulting companies have never been good at selling products. IBM is a classic example. They have always struggled with their true identity. While they were one of the strongest engineering organizations, just like BlackBerry, product marketing is a different skill. And that's probably the reason why they ended up selling all of their software assets to other organizations.' WebSphere Commerce is one example. At one point in time, WebSphere Commerce used to be the gold standard for the enterprise commerce platform. But they ended up selling to HCL. Wait, but what is HCL doing with a software product? You would think that this is probably a "mainframe" strategy with a deliberate intention to buy legacy assets. So they can make charge a premium on their billing rate. But if you review the rearchitected version of HCL Commerce, you will be pleasantly surprised how fine of a job they have done with the product.In today's episode, we invited a panel of cross-functional experts for a live interview on LinkedIn who brings significant expertise to discuss HCL Commerce capabilities. We discussed their strengths and weaknesses and how the HCL acquisition has done wonders to the legacy product that was once the leading product for enterprise commerce for large brands. Finally, we discussed unique capabilities such as mock search, the ability to pin the products on a web page, retrieving the DAM assets using APIs, and the version control of DAM assets.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.