Franck Chenet’s career spans early B2B ecommerce in North America through to leading transformation for major European organisations, giving him a long‑term view on how digital change actually happens.

His experience has taught him that technology alone rarely moves the needle; the real breakthroughs come from shifting mindsets, building confidence and helping teams understand how digital fits into their day‑to‑day work.

In this episode, Franck shares how he approaches digital evolution inside complex B2B organisations, from assessing digital maturity to challenging assumptions about what customers really need. He explains why transformation fails when businesses chase trends rather than fixing fundamentals, how to align sales teams around new channels, and why customer experience becomes a growth driver only when teams are brought into the process early.

Franck’s reflections show how momentum builds through co‑creation, early wins and practical change management, offering a grounded view on what sustainable transformation looks like in practice.

Germán Sarmiento’s path from a lab in Bogotá to leading digital sales channels in a 60‑year‑old global manufacturer shapes the way he thinks about transformation. He approaches change with the mindset of an entrepreneur: curious, practical and unafraid to start small to prove what’s possible.

In this episode, he shares how Endress+Hauser built an autonomous digital team designed to challenge established structures and accelerate B2B ecommerce transformation. Germán explains why early experiments rarely show immediate commercial value, how momentum develops once organisations focus on customer needs, and why cultural resistance is often the biggest barrier to progress.

He discusses the shift from content to commerce, the complexity of redesigning B2B experiences in a traditional sales‑led environment, and what it really takes to align KPIs, sponsorship and expectations. His reflections offer a grounded view of why transformation stalls, how to keep it moving, and how disruption can grow from inside even the most established organisations.

David Shell’s career has taken him from Wharton to Microsoft, Oracle and the classroom at Northwestern University, but a constant thread has been his focus on how technology reshapes marketing.

In this episode, he shares a clear and honest view of where B2B marketing is heading, why many teams feel unprepared, and what leaders must rethink as customer expectations shift.

Drawing on years spent leading global programmes, David explains how marketing has moved from channel‑driven tactics to outcome‑driven experiences, and why customer‑centric thinking still matters more than any tool. He discusses the changing nature of search, the growing pressure to fix long‑standing data issues, and the mindset needed for teams to adapt with confidence rather than hesitation.

What emerges is a grounded and practical view of B2B marketing transformation, one shaped by real‑world experience, organisational reality and a belief that the future belongs to teams willing to learn, experiment and evolve.

Jonathan Newman has spent his career inside some of the world’s most complex B2B organisations, leading ecommerce, operations and transformation across global teams. His perspective is shaped by real experience of what happens when organisational structure, incentives and legacy processes collide with the customer journey — and what it takes to change them.

In this episode, Jonathan reflects on the moment he realised that a transformation mandate isn’t always what it appears, and why understanding a company’s history is essential before deciding how to modernise it. He explores how internal KPIs and entrenched behaviours create friction for customers, and why walking the full B2B customer journey reveals more than dashboards ever can.

Jonathan explains how genuine transformation depends on cross‑functional alignment, shared ownership and the willingness to redesign journeys around real customer needs. His insights offer a clear view of why B2B transformation often stalls, what leaders can do to overcome resistance, and how small improvements build trust and momentum.

After more than two decades working in B2C ecommerce for global brands, David Williams made the move into B2B. In this episode of The B2B Experience, he shares what struck him most about the transition, from the complexity hidden behind the login to the need to serve multiple personas within the same account.

David describes how B2B organisations often carry deep operational and pricing complexity, along with a level of digital maturity that can vary widely across teams. He reflects on the cultural resistance that can slow transformation and why small, continuous improvements often achieve more than large programmes.

The conversation highlights the value of understanding real customer needs, whether through direct research or listening to frontline teams. David discusses the friction in onboarding, the importance of improving self‑service and the opportunity to design digital journeys that save customers time and reduce frustration. He also touches on how shifts in technology are changing expectations across the buying journey.