Persona
Commerce Director / Manager
Operational owner of the digital channel. Responsible for digital GMV, channel productivity and sales force integration.
What keeps them up at night
GMV, digital order rate, channel productivity, sales force integration.
Vocabulary
- digital penetration
- AOV
- channel mix
- B2B customer ARPU
Proof that convinces them
Full order flow demonstration; per-rep productivity comparison.
Issues for this persona
The B2B Customer Doesn't Leave All at Once — They Stop Coming Back
In B2B, losing a customer is almost never an event. It's a silent erosion: they buy less, then buy from someone else, then vanish — and rarely over price. They vanish from accumulated friction, one hard rebuy at a time.
When the Customer Already Knows What They Want, the Salesperson in the Middle Is Cost — Not Service
Not every order needs a salesperson. The recurring one — the customer who rebuys the same thing, on the same cycle, with no doubt — doesn't need to be served, it needs to be unblocked. Treating that rebuy as a new sale costs money and slows down someone who just wanted to buy again.
B2B Price Isn't a Number — It's a Calculation That Changes With Every Context
The same product, sold to two different customers on the same day, can have two correct prices. When the rule that decides which price applies lives scattered, the operation loses money on both ends: it undercharges and margin leaks, or it overcharges and loses the sale.
Growing Revenue Isn't Growing Margin — and Discount Is Where the Two Split
Selling more and earning more look like the same thing until you check the margin. When the discount policy lives scattered and ungoverned, every extra order may be carrying off a piece of profit no one sees leave.
When the Manufacturer and the Channel Fight Over the Same Customer
The end customer calls the manufacturer directly, ready to buy — and selling to them is the trap that breaks the channel that built the business. With MTE-Thomson's operation, when going direct destroys more than it captures.
When Serving More Customers Demands More Salespeople — and Margin Doesn't Follow
Growing the customer base looks like guaranteed revenue — but if every new customer demands more of a salesperson's time, the cost of selling scales with it and profit doesn't keep up. With three years of Imdepa data, where the invisible ceiling of B2B growth sits.
[ENG] MTE-THOMSON`s official online store connects technical support, a curated parts catalog and sales through selected retail partners, guiding customers to the right part and the ideal seller in one digital channel
MTE-THOMSON created its official online store to connect technical support and a brand‑curated catalog with sales through distributors and retailers, guiding customers to the right part and partner