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A new study by Accenture finds that half of the 50 large B2B companies it surveyed get less than 10 percent of their revenue from online sales. The biggest barrier to success is resistance to change by customers and internal sales teams.

These companies are leaving money on the table, says Bob Barr (left), managing director and global B2B commerce lead at the consulting firm. Even in complex, high-touch businesses, companies can realize significant savings by getting the order-takers out of the process. And even complex sales often have after-market transactions for things like supplies and components. There’s no reason people need to be involved in that process.

Perhaps most importantly, there’s abundant evidence that customers who buy online tend to spend more and bargain less. Finally, the next generation of buyers fully expect to conduct business electronically.

In this interview, Barr discusses the cultural factors that hold back B2B companies from taking better advantage of e-commerce and offers recommendations for how they can overcome internal and external resistance.

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio