At Game Plan, you will hear from acclaimed business visionaries, thought-leaders, notable industry analysts, and leaders from the most successful B2B companies about how B2B e-commerce is changing and what to do about it.


 

hybris Senior VP of Strategy, Brian Walker, talks about Game Plan Forum
 


We have assembled the industry's most important experts on B2B Commerce to help you develop your game plan. A partial list follows (register here to receive updates as speakers are added).

 
 

Ram Charan
World-Renowned Business Advisor and Author

Ram Charan is a world-renowned business advisor and author who has spent the past 35 years working with top companies, including GE, MeadWestvaco, Bank of America, DuPont, Novartis, EMC, 3M, Verizon, Aditya Birla Group, Tata Group, GMR, Max Group, Yildiz Holdings, and Grupo RBS. His real-world solutions, shared with millions through his books and articles in top business publications, have been praised for being practical, relevant and highly actionable. He has authored 15 books since 1998 that have sold over 2 million copies in more than a dozen languages. Execution, which he co-authored with former Honeywell CEO Larry Bossidy in 2002, was a #1 Wall Street Journal bestseller and spent more than 150 weeks on the New York Times bestseller list. He also has written for publications including Harvard Business Review, Fortune, Businessweek, Time, Chief Executive and USA TODAY. His newest book, Global Tilt: Leading Your Business Through the Great Economic Power Shift (Crown, February 2013), is a guide to leading your business through the radical shift in economic power currently underway.



Steven Johnson
Best-selling Author
on Innovation

Steven Berlin Johnson is the best-selling and sometimes controversial author of eight books on the intersection of science, technology and personal experience, including his latest, "Future Perfect". Steve is "the leading light of today's interdisciplinary, collaborative, open-minded approach to innovation."
 
He was chosen by Prospect magazine as one of the Top Ten Brains of the Digital Future, he has been a huge hit at the Ted innovation conference ( watch here) and now you can hear his inspiring ideas that will help you move your business forward in the age of online business. Steve will focus on how to enable and encourage innovation, taken from his best-seller, "Where Good Ideas Come From".

 

Steve Max
eBusiness Marketing Director, Airgas

Steve Max has over 15 years digital marketing and ecommerce experience, including roles at Airgas Inc., CarParts.com, and Intuit. In his current role, Steve is engaged in design and implementation of Airgas’ new digital platform. The new Airgas digital experience will enable customers to interact and transact with Airgas at any time and across all channels.
 
Steve's presentation will explore the many dimensions that a large B2B organization should entertain as it starts down the path to re-inventing its eBusiness.

 

Andy Hoar
Senior Ebusiness Analyst, Forrester Research

Forrester Research predicts many B2B brands will soon see 50% of their business come from the online channel. Andy Hoar conducted that research, and is one of the industry's most widely recognized experts on B2B e-commerce. Issues related to enabling channel partner business for manufacturers are a specialty. Andy's current research areas focus on mobile commerce and enabling manufacturers to sell online. At this conference, Andy will premiere his latest research on B2B commerce which answers these questions: Which companies will be most impacted by B2B ecommerce and how? How will the relationships change between retailers, manufacturers and wholesalers? What kind of changes should companies anticipate e.g. how will business models change? What plans should companies put in place now to respond to the trend?

 

Jack Keough
Contributing Editor
to Industrial Distribution

Jack Keough has been studying and writing about the distribution and manufacturing sector for nearly 30 years. Jack served as editor and associate publisher of Industrial Distribution magazine for 26 of those years and currently serves as Contributing Editor. Jack often is a keynote speaker and presenter at many trade association meetings. He has written extensively about distribution management and sales and technology issues that have changed industrial distribution in the past three decades. He has interviewed many of the top executives in the distribution business and also consulted for smaller distributors.
 
In his special presentation, Jack Keough will discuss E-commerce and many of the other trends that have shaped distribution over the past three decades.

 

Brian Walker
Senior Vice President,
Strategy, hybris

Brian leads strategy for hybris, the fastest growing B2B commerce platform provider. He formerly served as Vice President at Forrester Research where he authored transformational Forrester reports, including: "Welcome to the Era of Agile Commerce", "The Agile Commerce Platform", "B2C eCommerce Platform Wave", and the "Global Commerce Service Providers Wave". In his role at Forrester Brian also provided strategic consulting for Fortune 500 companies on their e-commerce and multichannel strategies, technology strategy, vendor selection, organizational development, and operations.

Brian's past roles have spanned both business and technology leadership within some of the largest online retailers including Amazon, Otto Group, and Expedia. Brian will demonstrate how the long-awaited future of B2B commerce is now, and reveal specific steps you must take now to seize the moment.

 
 

 
 

Monday, October 7, 2013


2:00 - 7:30 PM Early Registration at the Hilton
8th Street Lobby, Hilton Chicago, 720 S Michigan Ave, Chicago, IL 60605
 
5:30 - 7:30 PM Networking Cocktail Reception
Bar 720 S at the Hilton Chicago
 
 
 
 
 
 

Agenda DAY 1 - Tuesday, October 8, 2013


 
 
 
8:00 Networking Breakfast  
 
 
 
 
 
9:00 - 9:15 AM Welcome and Introduction: Thriving in the midst of digital disruption known as "consumerization of B2B".
(Mark Jeffries, Consultant, Author and Television Personality)
 
Mark Jeffries is an international communications consultant to some of the world's largest corporations, author, and a regular contributor on NBC's Today Show, CNBC, BBC News, Sky News and Fox Business will open the conference with advice on how to extract the most value and actionable insights from the Game Plan B2B Forum and effectively communicate these learnings to the rest of your organization.  
 
 
 
 
 
 
9:15 - 10:15 AM KEYNOTE ADDRESS
(Ram Charan, World-Renowned Business Advisor, Consultant and Author)
 
Ram Charan is a world-renowned business advisor and author who has spent the past 35 years working with top companies, including GE, MeadWestvaco, Bank of America, DuPont, Novartis, EMC, 3M, Verizon, Aditya Birla Group, Tata Group, GMR, Max Group, Yildiz Holdings, and Grupo RBS. He is known for cutting through the complexity of running a business in today’s fast changing environment to uncover the core business problem. His real-world solutions, shared with millions through his books and articles in top business publications, have been praised for being practical, relevant and highly actionable. He has authored 15 books since 1998 that have sold over 2 million copies in more than a dozen languages. Execution, which he co-authored with former Honeywell CEO Larry Bossidy in 2002, was a #1 Wall Street Journal bestseller and spent more than 150 weeks on the New York Times bestseller list. He also has written for publications including Harvard Business Review, Fortune, BusinessWeek, Time, Chief Executive and USA TODAY. His newest book, Global Tilt: Leading Your Business Through the Great Economic Power Shift (Crown, February 2013), is a guide to leading your business through the radical shift in economic power currently underway.  
 
 
 
 
 
 
10:15 - 11:00 AM FEATURED ADDRESS: The Airgas story - Reinventing Your eBusiness: Platform, Operations and Organization
(Steve Max, Director of eBusiness for Airgas)
 
With over 15 years of digital marketing and e-commerce experience, including roles at CarParts.com and Intuit, Steve Max is Airgas' Director of eBusiness and is helping to lead the design and implementation of Airgas' new digital platform. This ambitious strategic initiative will enable customers to interact and transact with Airgas at any time and across all channels.
Steve's presentation will explore the many dimensions that a large B2B organization should entertain as it starts down the path to re-inventing its eBusiness. These dimensions include, but are not limited to: setting a vision, developing and aligning a digital strategy, building the business case, exploring technology alternatives, recasting the customer experience, re-platforming and scaling the technology platform, re-engineering operations and relevant business processes and organizing and governing for success.  
 
 
 
 
 
11:00 - 11:15 AM Networking break  
 
 
 
 
 
11:15 AM - 12:00 PM B2B LEADERS' PANEL: Path to profitability - the challenge and how we did it
(MSA, Purchasing Power, Stanley Black & Decker, Doosan and Ingram Micro Mobility)


 
 
Moderated by Mark Jeffries, this panel of B2B leaders from a vast array of B2B businesses will share their insights into how their organization was transformed through e-commerce. From adapting processes to adding new skills in the organization this session will tackle one of the most often asked questions today: how do we adapt our organization and profit from e-commerce?  
 
 
 
 
 
 
12:00 - 1:15 PM Networking Lunch  
 
 
 
 
 
1:15 - 1:45 PM B-to-B has to think like B-to-C: Customers are more than an order
(Jay Dettling, President, North American Services organization for Acquity Group, part of Accenture Interactive)
 
As Managing Director, North America, for Accenture Interactive, Glen leverages his 23 years of experience in digital marketing, CRM and multichannel marketing strategy to help Accenture clients across various industries develop global go-to-market strategies and build lasting brands.

As business-to-business companies tackle the multichannel commerce challenge, they need to look a lot more like business-to-consumer—and not just a procurement app. It is vital for the customer to be at the center of the transaction. Currently, too many B-to-B companies have a one-size-fits-all approach for customers to follow, interfering with customer expectations for relevant and seamless experiences. Most businesses are organized, at least in part, into departmental silos, which do not provide that seamless experience. Instead, each channel, from website to customer service to sales teams, operates independently. When the lack of integration across department leads to variable levels of service, the brand experience is anything but seamless for the customer. With the challenges and opportunities of a multichannel approach well understood, there are several key steps to moving toward a B2B customer-centric future. 
 
 
 
 
 
 
1:45 - 2:15 PM Managing Growth: Is your B2B business ready to go global?
(Paul Miller, VP of Global-Commerce, Grainger)
 
As Vice President of Global eCommerce at Grainger, Paul Miller is responsible for the company's global, multi-channel, digital solutions, as well as corporate innovation. When expanding into new markets become a strategic priority, B2B companies considering such a move will quickly come up against a number of legal, financial and organizational considerations. Paul will share his insights on tackling these challenges in his recently assumed role as Grainger’s Vice President of Global eCommerce, Customer Information, and Innovation.  
 
 
 
 
 
 
2:15 - 2:45 PM Selling Through and To Your Customer
(E-Commerce Executive)
 
Manufacturers are increasingly selling products directly to the end consumers. Understandably, this is causing tremendous concern amongst distributors and wholesalers. Up until recently, manufacturers would never compete with their customers, but the Internet has changed everything! Well maybe not everything. Learn how to balance generating more customers, revenue and brand awareness while not hurting their existing distributor relationships.  
 
 
 
 
 
2:45 - 3:05 PM Networking break  
 
 
 
 
 
3:05 - 3:50 PM B2B LEADERS PANEL:
E-Commerce and Change Management
(American Tire Distributors, ABB Concise, BDI - Bearing Distributors, IDEX Corporation, 3M)


 
Moderated by Mark Jeffries, this panel of B2B leaders will discuss their approach to change management as a result of transforming their business into an omni-channel organization. The key themes of the panels include: growth through acquisitions and market extensions, organizational governance, supply chain, content management across multiple channels and geographies, and organizational structure.  
 
 
 
 
 
 
 
3:50 - 4:20 PM E-Commerce and the Future of B2B
(Brian Walker, SVP of Strategy at hybris Software)
 
Brian Walker is the Senior Vice President of Strategy for hybris, formerly an Analyst at Forrester Research leading commerce technology research. Brian also has consulted with many Fortune 500 companies on E-Commerce and omni-channel, as well as holding senior roles at Amazon.com, Expedia, and Spiegel Group. Brian will discuss the key disruptive forces currently impacting B2B eCommerce and what we can anticipate in the next decade.  
 
 
 
 
 
4:20 - 4:40 PM Networking break  
 
 
 
 
 
4:40 - 5:25 PM SPECIAL GUEST SPEAKER: Steven Johnson, Author of "Where Good Ideas Come From"
(Steven Johnson, Author)
 
Steven Johnson is the author of eight books on the intersection of science, technology and personal experience. A contributing editor to Wired, he writes regularly for The New York Times, The Wall Street Journal, The Financial Times, and many other periodicals. The author of the best-selling book, Everything Bad is Good for You: How Today's Popular Culture Is Actually Making Us Smarter (2005), Johnson argues that over the last three decades popular culture artifacts such as television dramas and video games have become increasingly complex and have helped to foster higher-order thinking skills.
Johnson's most recent book, Where Good Ideas Come From, advances the notion that innovative thinking is a slow and gradual process based on the concept of the "slow hunch" rather than an instant moment of inspiration, and and was ranked as one of the year's best books by The Economist. Hear from this fascinating author on how innovation takes hold in an organization and what role you can play in sparking change.  
 
 
 
 
 
 
5:25 - 5:40 PM Netting Out the Insights
(Mark Jeffries, Consultant, Author and Television Personality)
 
Moderator Mark Jeffries will summarize the major insights from the day that you can communicate to the rest of your organization.  
 
 
 
 
 
5:40-7:30 PM Cocktail hour  
 
 
 

Agenda DAY 2 - Wednesday, October 9, 2013


 
 
 
 
7:00 - 8:00 AM Networking Breakfast  
 
 
 
 
 
8:00 - 8:50 AM KEYNOTE: Forrester's "State of B2B E-Commerce" Global Study Findings
(Andy Hoar, Senior Analyst, Forrester)
 
Forrester's Andy Hoar is one of the industry's most widely recognized experts on B2B e-commerce. Issues related to enabling channel partner business for manufacturers are a specialty. Andy's current research areas focus on mobile commerce and enabling manufacturers to sell online. In his presentation, Andy will talk about the B2B e-commerce market experiencing unprecedented growth in the next few years. Players across the value chain see huge change on the horizon. However, they also need to understand how much transformation is in front of them, how their business models will change, which types of B2B companies will be affected and what plans they should put in place now to respond to this trend. Andy will share the research findings in what is the most comprehensive, seminal B2B e-commerce study to date, commissioned by hybris Software.  
 
 
 
 
 
8:50 - 9:00 AM Break - split into separate tracks  
 
 
 
 
 
9:00 - 9:45 AM TRACK 1: Conquering the product information and data challenge.
(Presented by hybris Software)
 
Product information and data is like oxygen for the purchasing process, and manufacturers and distributors often cite "gaining control of our massive product catalog" as their number one challenge as they expand their digital presence and e-commerce revenues. Whether a customer is conducting research on a tablet with a visiting account representative, browsing on a smartphone, or comparison shopping from a computer in their office or reviewing a printed catalog - information must be consistent and universally up to date across these channels. Moreover, today's always-connected business buyers are also consumers in their private lives, and they are accustomed to dynamic, informative, full-featured experiences when shopping for B2C products in the form of videos, reviews and rich editorial content. Furthermore, this issue becomes even more complex when operating across multiple geographies and currencies. In this workshop, you will learn about best practices and technologies available to get the complexity of managing product information under control so you can move forward with your omnicommerce strategy.  
 
 
 
 
 
 
9:00 - 9:45 AM Track 2: Why is mobile more important now than ever for B2B
(Presented by Crown Partners)
 
Six billion people use mobile devices worldwide, find out how you can take advantage of this opportunity to reach your customers. Discover how to provide customers greater value with mobilized products and services, such as mobile product manuals, mobile customer support, mobile product management, mobile order management, mCommerce and mobile sales enablement for distribution partners. Learn how to enable employees to be more productive by providing interactive apps and data driven presentations.  
 
 
 
 
 
 
9:00 - 9:45 AM Track 3: Ten (No Thirteen) Tenets of a Successful B2B eBusiness
(Presented by Acquity Group)
 
This presentation will review the ten key tenets (with three bonus tenets) of a successful B2B eBusiness. These tenets were developed over a number of years of practical experience leading highly successful eBusinesses. These tenets run the gamut from understanding your customer, leveraging the power of omni-channel, building a scalable infrastructure, managing to the right metrics, rendering a relevant and engaging experience, organize and govern for success and a number of others. Take these tenets and actionable recommendations back to your organization and employ them to inform your eBusiness strategic and operations plans. 
 
 
 
 
 
 
9:00 - 9:45 AM Track 4: The Effective Monetization of Compelling Customer Experiences
(Presented by OpenText)
 
Compelling customer experience is essential to extracting maximum return on investment from your commerce ecosystem.  Creating engaging experiences across platforms and media, requires that the user experience follows the user. Considering the many channels through which a consumer can engage with your brand or product, it is vital to understand the transactional goals of each touchpoint.  Context-based discovery and social behaviors also play an important role in bringing relevant content to eager audiences. Tailoring interaction between an active and willing participant and offers that are relevant to them, helps to drive additional revenue.  Discover the keys to enabling customers throughout the buying cycle while managing data governance and security.
 
 
 
 
 
9:45 - 10:05 AM Networking break  
 
 
 
 
10:05 - 10:35 AM Summary and Q&A with Breakout Session Presenters  
 
 
 
 
 
10:35 - 11:05 AM Omnichannel Content Excellence
(Kevin Cochrane, Chief Marketing Officer, OpenText)
 
As Chief Marketing Officer at OpenText, Kevin Cochrane is responsible for all strategic and operational aspects of marketing for OpenText on a global basis. Mr. Cochrane brings more than 16 years experience in the information management industry, most recently with Adobe Systems, Inc.

According to SiriusDecisions, 70% of the content being produced by B2B marketers goes largely unused.  Idle assets in an omnichannel digital marketing world is a missed opportunity to fuel the buyer-seller conversations.  The good news is that many CMOs are looking to partner with a strategic CIO to elevate their digital strategy to the next level.   It's all about responsiveness, consistency, and reach. Ensuring that your brand can reach potential and existing customers, partners and suppliers on every channel takes some work. In this session, hear about ways companies are taking their B2B marketing to the next level - one that's customized and optimized for each medium with significant planning, a smart digital strategy, and strong execution.
 
 
 
 
 
 
11:05 - 11:35 AM SPECIAL GUEST SPEAKER: Jack Keough, Contributing Editor of Industrial Distribution Magazine
(Jack Keogh, Contributing Editor of Industrial Distribution Magazine)
 
Jack Keough has been studying and writing about the distribution and manufacturing sector for nearly 30 years while serving as Editor and Associate Publisher of Industrial Distribution magazine. He now serves as the Contributing Editor, and is often a keynote speaker and presenter at many trade association meetings.
Distribution has undergone some major changes over the years. These include mergers and consolidations, integrated supply, a changing workforce, the growth of national contracts, and the era of billion dollar distributors. On the technology side, one of the most important advances has been E-commerce, which has changed the way distributors bring product to their customers. What are the opportunities and challenges facing distributors as they implement e-commerce? In this special presentation, Jack will discuss E-commerce and many of the other trends that have shaped distribution over the past three decades.  
 
 
 
 
 
 
11:35 AM - 12:20 PM AUDIENCE PANEL: "What Have We Learned"
(Audience Volunteers along with Brian Walker, SVP of Strategy, hybris and Andy Hoar, Senior Analyst, Forrester)
 
 
This panel will host up to four volunteers from the audience who will discuss key take aways from the event.  
 
 
 
 
 
 
12:20 - 12:30 PM Event closing
(Mark Jeffries, Consultant, Author and Television Personality)
 
Moderator Mark Jeffries will summarize the key takeaways from the event and provide closing remarks.  
 
 
 
 
 
12:30 PM Networking Lunch and Departures  
 
 
 
 
 

 
 

In addition to the stimulation of these speakers, you will have the opportunity to participate (as an active player or just an observer) in small-group break-outs with your peers in other manufacturers, distributors and B2B brands. The discussions will address issues such as:


How can the ROI of implementing B2B commerce be calculated?
How should the case for B2B commerce be sold inside the organization?
How should customers be involved in the requirements development?
How can your sales team be convinced online commerce is good for them?
What is the right process for choosing the right technology and implementation partners?
What are the downside risks of embarking on a B2B commerce project, and how can you mitigate them?
What are the must-do's and don't do's learned from the projects of others?
What are appropriate organizational and governance models for B2B e-commerce?
What do procurement professionals think about e-commerce?
What can B2B learn from B2C?
What is beyond cost savings?
What is the B2B e-commerce revenue growth opportunity?
How does major account management fit with e-commerce?
What is the view from Wall Street of B2B e-commerce?
 
 

 
 

 
Register for Game Plan Chicago,
October 8-9, 2013

Standard Registration Fee: $899
 
 
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