Decision-Making in B2B E-Commerce: Balancing Speed, Data, and Customer Experience

Join us for an insightful Master B2B Fireside Chat on navigating the complex world of B2B e-commerce decision-making in 2026. Host Brian Beck leads a discussion with industry veterans Brian Gillespie (VP of Product at HCL Software), Adrienne Hartman (EVP of Marketing at JJ Keller), and Nathan Schatz (Head of IT Product Management at SHI).

In this episode, we explore:

Balancing backend system complexity with customer experience
When to fail fast vs. when to take time with major decisions
The impact of AI on marketing and e-commerce strategy
Meeting the expectations of Gen Z buyers while serving traditional customers
The shift from monolithic to composable commerce architectures
Why data doesn't always tell the whole story
Getting organizational buy-in without endless business cases

Our expert panel shares real-world examples, including candid stories about intentional decisions that backfired and lessons learned from trusting (and questioning) the data. Whether you're in IT, marketing, or e-commerce leadership, you'll gain practical insights on making better decisions faster in today's rapidly evolving B2B landscape.

Key Takeaways:
✓ The importance of being channel-agnostic in serving diverse customer needs
✓ How composable commerce enables faster, lower-risk experimentation
✓ Why storytelling and vision matter more than perfect business cases
✓ Strategies for modernizing legacy systems while maintaining customer relationships

#B2BEcommerce #DigitalTransformation #EcommerceStrategy #DecisionMaking #ComposableCommerce #B2BMarketing #CustomerExperience

New to Master B2B? Start here with our Friday 15 Podcast Playlist -    • Friday 15 Podcasts  

Learn more about Master B2B's community and events for B2B eCommerce practitioners - http://www.masterb2b.com

Join the largest online community for B2B eCommerce practitioners - the Master B2B Forum. It's free to join at http://www.masterb2b.com/forum

We hope we'll see you at one of our upcoming events - see them all at https://www.masterb2b.com/future-events/