E714:📦 HOW TO GIVE SALES TEAMS DIGITAL SUPER POWERS | JASON GUESTS ON 'A BROADcast FOR MANUFACTURERS' PODCAST | B2B COMMERCE CORNER #166

📦 In this special episode of the Pod, Jason guests on A BROADcast for Manufacturers Podcast with Hosts Lori Highby, Kris Harrington and Erin Courtenay📦 This episode originally aired in May 2025📦 Thanks for hosting me ladies!Episode OverviewIn this episode of A BROADcast for Manufacturers, hosts Lori Highby, Kris Harrington, and Erin Courtenay sit down with B2B eCommerce specialist Jason Greenwood, founder of Greenwood Consulting and host of THE ECOMMERCE EDGE Podcast. Jason shares actionable insights on driving digital transformation within traditional, family-owned manufacturing businesses. He explains how to overcome internal pushback from sales teams by giving them digital "superpowers" rather than trying to replace them with technology. The conversation dives deep into the changing demographic of B2B buyers—71% of whom are now millennials or Gen Z—and how multimodal and agentic AI are allowing manufacturers to meet buyers wherever they choose to transact. Jason also clarifies the critical differences between B2C "shopping" and B2B "procurement" efficiency, defining what a true B2B self-service portal looks like, and why fixing aging back-office technology and poor data structures is essential before launching a new eCommerce platform.Timestamps[0:00:00] - Pre-show cocktail banter: French 75s, Old Fashioneds, and the Monte Carlo cocktail recipe[0:03:34] - Welcome guest Jason Greenwood & celebrating 500 episodes of The eCommerce Edge Podcast[0:06:47] - Overcoming internal resistance to digital transformation in manufacturing[0:07:45] - The generational shift: Navigating the 71% millennial and Gen Z B2B buyer demographic[0:10:25] - Empowering sales reps: Providing digital "superpowers" rather than replacing human relationships[0:13:00] - Meeting buyers where they are: Multimodal AI and automated document parsing with Motivate[0:18:55] - The future of B2B procurement: Agentic AI and autonomous agent-to-agent transactions[0:21:46] - Unpacking true B2B self-service: Building digital service layers (DSLs) beyond basic checkout[0:28:02] - B2C vs. B2B buying experiences: Task-driven procurement efficiency vs. aspirational shopping[0:32:33] - 3-to-5 year digital strategy: Balancing internal business efficiency with external customer value[0:35:08] - Uncovering technical debt: Fixing back-office technology, structured product data, and stack architecture[0:37:34] - "I Just Learned That" segment: Life event buying triggers, cat allergies, and high-dose Vitamin C tips[0:40:33] - The "Doorway Effect" psychological phenomenon and cognitive event boundaries[0:42:24] - Mexican logistics quirks: Pathway addresses vs. street addresses and shipping recommendationsTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast