This is E699:📦HOW B2B BRANDS CAN WIN WITH ECOMMERCE | JASON GUESTS ON THE CLICKS TO CUSTOMERS PODCAST | B2B COMMERCE CORNER #161
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📦 In this special episode of the Pod, Jason guests on The Clicks to Customers Podcast Hosted by John Horn – CEO of StubGroup – https://stubgroup.com
📦 This episode originally aired in July of 2025 – https://www.youtube.com/watch?v=9F82WBkuZ7A
📦 Thanks for hosting us John!
Episode Summary
In this episode of the Clicks to Customers podcast, host John Horn sits down with Jason Greenwood, founder of Greenwood Consulting and a 25-year eCommerce veteran.
Jason shares why he decided to quadruple-down on the massive "blue ocean" space of B2B eCommerce.
They dive deep into the unique friction points traditional manufacturers and distributors face, how to turn resistant sales teams into big game hunters, and why not every business model can—or should—be automated.
Key Takeaways
The B2B Blue Ocean: Unlike Retail (B2C), where 98% of brands are online, 40% to 60% of B2B manufacturers and distributors still lack meaningful digital commerce channels.
Overcoming Internal Friction: Transitioning an analog Family business to digital often faces severe pushback from sales teams who fear commission loss or job displacement.
Sales Rep Superpowers: Digital tools shouldn’t replace field reps; they should eliminate low-value admin tasks (which consume 20% to 60% of their day) and give them data intelligence to hunt "whale" accounts.
The Scalability Rule: If your business model is 100% bespoke with zero repeatable components, it cannot be scaled or effectively serviced via traditional end-to-end E-Commerce.
Timestamps
[00:00:00] – Welcome back to Clicks to Customers & meeting Jason Greenwood
[00:01:11] – Jason’s 25-year journey: From selling memory cards in New Zealand to consulting in Mexico
[00:02:58] – Why Jason pivoted to specialize entirely in the nascent B2B e-commerce space
[00:06:55] – Grafting digital DNA onto traditional, second- and third-generation family businesses
[00:08:48] – Market pressures: How the buy-side is forcing sellers to adopt punch-out, EDI, and digital portals
[00:11:55] – What separates high performers: Visionary leadership vs. "convince me" mindsets
[00:14:40] – Aligning incentives: Becoming channel-agnostic so sales reps don’t revolt
[00:18:55] – How to pitch digital transformation directly to resistant field sales teams
[00:21:40] – Giving sales reps "superpowers" through rich behavioral data and unlockable accounts
[00:24:40] – Expanding revenue with existing accounts: Quick quoting and application-level merchandising
[00:30:55] – When e-commerce fails: A real-world example of a bespoke business that couldn’t be automated
[00:36:30] – Who Greenwood Consulting serves: The ideal B2B merchant profile and the expansion into platform/vendor spaces
THE ECOMMERCE EDGE Podcast Home – https://www.greenwoodconsulting.net/podcast
