This blog post is based on a previous interview with Tobias Barrstrand, CEO of Hydria, conducted for our newsletter "The Future of B2B Commerce," just as Tobias was nominated for the "Businessman of the Year" award. In this interview, Tobias shares his thoughts on what it takes to lead successfully in a world where digital transformation in B2B digital commerce is becoming increasingly important.
In a world where digitalization is reshaping entire industries, it is crucial for B2B companies not only to stay relevant but also to lead the way. Digital transformation in B2B digital commerce is not just about adopting new technologies; it’s about changing the way we do business, interact with customers, and lead our organizations. To remain competitive in this rapidly evolving environment, business leaders must be ready to embrace digital change and understand that it is key to long-term success.
However, succeeding in digital transformation within B2B digital commerce is no easy task. It requires courage, strategic vision, and the ability to inspire the entire organization to embark on the journey. In this blog post, we explore three critical challenges that leaders in B2B companies face as they navigate the complexities of digital transformation.
1. Digital transformation and change management
Digitalization is no longer a side issue; it is a core issue for survival and growth in B2B digital commerce. Driving digital transformation involves overcoming internal resistance and creating a culture that embraces change. Leaders must have the courage to implement radical changes and ensure that digital initiatives are a central part of the company’s strategy. Without clear direction and strong commitment from the top, companies risk falling behind in the digital race, which can have serious consequences for their competitiveness.
2. Generational shift and changing customer expectations
A generational shift among customers means that companies must adapt their digital offerings to meet new expectations in B2B digital commerce. While older customers may prefer traditional channels, the new generation expects seamless and intuitive digital solutions, similar to those they experience in their personal lives. Understanding and responding to these changes is crucial to maintaining market share. Leaders must therefore invest in digital platforms that can offer a smooth and efficient customer experience, which is essential for success in the new era of B2B digital commerce.
3. The courage to make decisions and take risks
In a digital world where changes happen rapidly, decisive action and risk-taking are essential for successful leadership in B2B e-commerce. Leaders must have the courage to make critical decisions and drive the company forward, even in uncertain times. This involves being an enabler, creating conditions for innovation, and not being afraid to rethink old ways of working. Daring to invest in new technologies and business models is crucial to keeping the company competitive in a rapidly changing market.
Leading digital transformation in B2B digital commerce, therefore, requires not only technical understanding but also a deep insight into how customer expectations and the business environment are evolving. Successful leadership in this context means being prepared to take risks, inspire your team, and build a future-proof organization.
Read the full interview with Tobias Barrstrand, CEO of Hydria, in our newsletter here where he shares more about what he believes is essential for achieving successful leadership in digital transformation within B2B digital commerce.