AB InBev & Forrester: Accelerate your B2B Go-To-Market with Customer-focused Commerce on Salesforce

Wednesday, June 15, 2016

In today’s digital world, every go-to-market strategy must include a commerce component and B2B companies are getting on board in droves. In fact according to Forrester’s US B2B eCommerce Forecast: 2015 to 2020, US B2B eCommerce will to grow 49% to $1.13 trillion by 2020. But how can B2B companies capture this growth while meeting the unique needs of their customers and their complex businesses? Is there an alternative to building commerce around back-office systems that instead builds around the customer?

Guest speaker Andy Hoar, Principal Analyst at Forrester Research, will join Vital Potlatov, Business Solutions Senior Manager at ABInBev, and Andrew Witherspoon, Executive Vice President at CloudCraze, to discuss the drivers behind the B2B eCommerce growth. Through the real world example of the world’s leading global brewer, ABInBev (Budweiser, Corona, Stella Artois and Becks brands), they will show how companies can empower their distributors and B2B customers with a customer-focused commerce solution on Salesforce that’s informed by all customer activities.


Andy Hoar – Principal Analyst at Forrester Research serving eBusiness & channel strategy professionals

Andy serves eBusiness & Channel Strategy Professionals. He focuses primarily on B2B and B2B2C eCommerce, as well as issues related to enabling channel partner businesses for manufacturers. Andy is the author of Forrester’s B2B eCommerce playbook and is a leading authority on B2B eCommerce business and strategy.

Vital Potlatov – Business Solutions Senior Manager at AB InBev

Vital Potlatov is a Business Solutions Senior Manager responsible for a commercial IT strategy transformation as well as commercial systems implementation at AB InBev Europe and Global Export. Vital has successfully led projects such as SAP ERP, SAP CRM, Salesforce Sales Cloud, Service Cloud and CloudCraze Commerce on Salesforce in Europe and Global Export. Vital is relied on for his in-depth understanding and extensive knowledge of translating corporate

Andrew Witherspoon – Executive Vice President at CloudCraze

Andrew Witherspoon is EVP of Global Sales & Alliances at CloudCraze, a cloud eCommerce solution that is filling the void for agile and scalable omni-channel customer engagement commerce solutions. Andrew is responsible for planning and executing all aspects of the CloudCraze go-to market strategy with a cross-functional team covering sales, alliances, marketing, product, support, and delivery for the first enterprise cross channel commerce product delivered natively on Salesforce’s Force.com platform as an extension of their CRM capabilities.

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