Not Just Sales: The True Value of eCommerce for B2B Brands with Jason Greenwood

This episode tackles the real reasons manufacturers and distributors stay stuck: old systems, patchwork processes, and business habits that don’t change overnight. Jason Greenwood and Aaron Sheehan dig into what goes wrong in B2B projects, how leaders can spot roadblocks early, and why honest internal conversations matter more than buying the latest software.

Key Highlights

5:00 Why B2B companies still run on spreadsheets and ancient ERPs

9:00 Shadow IT in B2B operations

11:03 Field reps aging out, digital-native buyers moving in – how it’s reshaping expectations

13:05 The real question companies ask: Should we replace the ERP or launch eCommerce first?

15:23 Customers force the issue: “We’ll switch suppliers if you don’t make it easier”

17:05 How Jason breaks the customer base into three digital adoption buckets

19:16 Manual ordering habits (screenshots, PDFs)

23:20 When eCommerce is dismissed as ‘just for small customers’ and why that’s wrong

32:00 How eCommerce automation solves pain points beyond the transactional workflow

Resources Mentioned

• Digital Services Layer (DSL): Jason’s concept for all the non-transactional digital capabilities customers expect.
• OroCommerce's AI SmartOrder: An AI-powered tool for processing unstructured purchase orders and enabling digital self-service.
• Upcoming Movie: A Big Bold Beautiful Journey
• Top Gun: Maverick
• B2B eCommerce World 2025 in Scottsdale, AZ