B-to-B is Catching Up With Culture

By Kamal Ahluwalia

As a result, organizations benefit from capabilities unique to e-commerce, such as online product configuration, guided buying/selling, recommendations engines for cross-selling and upselling, asset-based ordering, and advanced workflows. In addition, physical storefronts and e-commerce sites can leverage a full quote-to-cash suite that provides functionality for contract and order management, renewals, and promotions and rebates.

In a nutshell, cloud-based SaaS technology is ushering in a new generation of e-commerce capabilities, and it's time so-called innovative companies get on board.

Kamal Ahluwalia is the chief marketing officer at Apttus, a platform that automates the "quote to cash" process within Salesforce.com.