#88 - Tackling the complexities and challenges of the B2B market - Brett Sinclair, B2B Commerce Association

In this episode of Commerce Talks with Alexander Graf, I sit down with Brett Sinclair, founder of the B2B Commerce Association, to delve into the complexities and challenges of the B2B market. Brett shares insights from his 15 years in the industry, highlighting the unique dynamics of the Australian B2B ecosystem. We discuss the shift from B2C to B2B focus among vendors, the impact of COVID-19 on digital transformation, and the ongoing challenges of change management and talent acquisition. Brett also sheds light on the opportunities for B2B companies to enhance their digital maturity and the evolving role of sales teams in the digital age. Join us as we explore the future of B2B commerce and the strategies driving success in this dynamic market.