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Why Digital Fails Without Executive Buy-In with Liz Saxen-Duggan
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In this episode of The B2B eCommerce Show, Justin King welcomes digital transformation leader Liz Duggan for a powerhouse conversation about the evolution, and persistent challenges of B2B digital commerce.
Liz, who has led digital strategy for over 85 Fortune 1000 companies and now heads strategy at Smith, shares deeply insightful perspectives on what truly drives value in B2B eCommerce. Together, she and Justin dissect why digital adoption still struggles, why customer motivation is the key to innovation, and why it’s time to shift from "order pad" thinking to real growth enablement.
Key topics include:
• Why B2B buying is about getting a job done—not personal desire
• The impact of org structure on digital maturity and adoption
• The attribution mess: Who’s really driving revenue in complex B2B journeys
• Why digital tools—not just eCommerce—are the future of customer enablement
• Data silos, change resistance, and how to overcome internal friction
• What exec sponsors need to say—and why timing matters
• How to talk to customers and uncover the job behind the need
Whether you're leading digital transformation, running eCommerce, or aligning cross-functional teams, this episode is a masterclass in strategy, execution, and human-centric innovation. Don’t miss Liz’s hard-earned advice and actionable insights for building real momentum in B2B.
Guest: Liz Saxen-Duggan
Host: Justin King
Introducing B2B eCommerce World. A conference focused on networking, education and training.
Melbourne, Australia August 19-20
Scottsdale, Arizona November 3 - 4
15 episodes
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