B2B: Execution of the Concept Is Key to Success
By Mohanbir Sawhney
Amid the gloom and doom that permeates the B2B technology world, I see rays of light from a new generation of companies that has learned a basic lesson: The future of B2B e-commerce lies not in exchanges but in software and solutions that bring real efficiencies to specific business processes. The business of trading exchanges populated by anonymous buyers and sellers is best left to financial exchanges and commodities traders because only pure commodities can be bought and sold in marketplaces. As the founder of Dean Witter used to say, "We build success one investor at a time." Similarly, B2B companies will build their business one customer at a time, instead of building marketplaces with no customers.
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