Customer experience drives business results. Owning that experience and stewarding their journey allows companies to retain a competitive advantage and ensure the best possible business outcomes. So how do you own it? Your customer experience impacts every step of the B2B buying process, so translating this experience online is not a one-person gig. It takes a sound strategy and an agile process that evolves alongside your customer.  It takes proven technologies , operational efficiencies, and a highly effective, purpose-driven team and strong cross-functional leadership to really move the needle. In this session, Jeff Pratt, who has built a career driving business outcome through the effective integration of marketing/experience design and technology enablement, will guide executives through a set of best practices he’s honed working with hundreds of B2B organizations.

Key Takeaways

In this session you'll learn:

  • How experience drives business results
  • The reality of this transformation – it’s not easy – and how it will impact your organization and customer relationships
  • How to build a crawl-walk-run plan and the necessary steps to get there
  • Who to lean on – your team, partnerships, peers – and the importance of cross-functional leadership
  • Critical factors for success


Presenter: Jeff Pratt
Title: Commerce Experience Practice Director
Company: Verndale

Bio: Jeff leads Verndale’s Commerce Experience Practice, leveraging 25 years of experience as a business owner as well as his digital strategy leadership across a wide variety of industries and business models. Having built his own timber frame cabin, he is as hands on as they come. True to form, he sweats the details and plays an active role in each and every one of our commerce engagements – as a strategic advisor and stakeholder through every phase.His broad background has given him experience in a wide range of experiences and technologies, from online to in store – and his ability to understand how they all work in concert with each other is a rare and beautiful thing. Jeff’s client work includes both CPG and onmni-channel retail companies such as Orvis, Green Mountain Coffee Roasters / Keurig and Hershey Chocolate Company, as well as manufacturer sector / B2B channel models in the alternate energy and manufacturing sectors.