Masimo brings B2B commerce into one integrated order flow.

Sales representatives played an important role in Masimo's B2B ordering process.

Many customers were used to placing orders directly through their account contact.

Adding a separate ecommerce channel would not automatically solve that.

If digital ordering and sales-assisted ordering operate as separate processes, complexity quickly increases:

• customers order through one route;
• sales representatives use another;
• orders reach the organisation through different workflows.

The objective was therefore not simply to move customers online.

Masimo needed a single ordering model that could support both customer self-service and sales-assisted transactions.

ConnectingTheDots has developed a B2B portal in which both customers and sales representatives can place orders.

Customers can place orders directly through the platform.

Sales representatives can use the same environment to enter an order during a customer visit or while travelling.

Both routes feed into the same underlying order process.

The point of entry may differ, but the operational process behind the order remains consistent.

This avoids creating a separate workflow for digital orders and sales-assisted orders.

The B2B portal is integrated directly with SAP.

This allows the ordering experience to use current customer and pricing information from the ERP environment.

That can include:

• customer details;
• customer-specific pricing;
• commercial information required during ordering.

This is particularly important in B2B commerce, where a standard catalogue price is often not enough.

Different customers may have different commercial agreements.

By keeping that information in SAP, Masimo does not need to maintain a separate copy of commercial data inside the commerce platform.

Reliable B2B ordering also depends on reliable product information.

ConnectingTheDots PIM provides the central source for product content used in the portal. With Product Information Management, product information can be maintained centrally and made available to the digital storefront.

This helps:

• maintain consistent product content;
• manage updates centrally;
• keep the storefront supplied with current product information.

SAP and PIM therefore play different roles.

SAP supplies customer and commercial data.

PIM supplies product information.

The B2B portal brings those data sources together in the ordering experience. See also our integrations.

Alongside the consumer products, PIM also manages the related spare parts. This covers not only spare parts for current products, but also parts for products that have been on the market for several years.

The spare parts are managed from PIM for the EMEA, Americas and Asia Pacific regions. Parts can be set up as both multilingual and region-specific, so the right product information is available for each market.

By managing spare parts centrally in PIM as well, Masimo has one central source for product and parts information. This means spare parts can be managed consistently throughout the full lifecycle of a product and made easily available to the different regions and markets.

Digitising B2B commerce does not have to remove the sales representative from the process.

In Masimo's model, customers can handle straightforward orders themselves, while sales representatives can use the same platform when personal support is required.

The platform therefore supports the sales model rather than replacing it.

Routine order entry can increasingly move into the digital process, allowing sales representatives to spend more of their time on customer conversations and advice.

Adoption of the platform is now clearly visible.

More than 50% of orders are placed through the digital platform.

This matters because the portal is no longer simply an additional sales channel. It has become part of the day-to-day ordering process.

Masimo now operates one integrated B2B order flow connecting customers, sales representatives, SAP and central product content.

• one ordering process for customers and sales representatives;
• current customer and pricing data from SAP;
• central product content managed through PIM;
• spare parts managed in PIM, for current products and for products that have been on the market for several years;
• sales representatives can enter orders while away from the office;
• the same underlying process for self-service and sales-assisted orders;
• greater scope for customers to place routine orders independently;
• more than 50% of orders are now placed through the platform.

For Masimo, digital B2B commerce is not about replacing the existing sales model.

Its strength lies in bringing self-service and sales-assisted ordering together in one integrated order flow.

SAP provides current customer and pricing data, PIM manages product information and the B2B portal brings both together for customers and sales representatives.