E-commerce doesn’t just happen. It takes a coordinated effort of several different parts of the organization including Sales, Marketing, IT, and Finance to make it run smoothly within an organization. In this session, leading e-commerce sellers will talk about how they developed their e-commerce teams to be able to respond quickly, efficiently, and effectively to multiple and varied buyer e-commerce integration requests.

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@ariba
Building an E-Commerce Team
Greg Smith, Senior Manager of Digital Sales, Ricoh Americas Corporation
Salim Lakha, Senior E-Commerce Marketing Manager, SunSource
April 8, 2015
© 2015 Ariba – an SAP company. All rights reserved.

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Presenters
• Greg Smith
 Senior Manager of Digital Sales
 Ricoh Americas Corporation
• Jamie Banks
 Director, Sales Operations & Strategy
 Staples
• Salim Lakha
 Senior E-Commerce Marketing Manager
 SunSource
2 © 2015 Ariba – an SAP company. All rights reserved.

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BUILDING AN ECOMMERCE TEAM
Greg Smith, Senior Manager of Digital Sales, Ricoh Americas Corporation
3 © 2015 Ariba – an SAP company. All rights reserved.

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Who is Ricoh?
194 countries and territories
Industry leader in document management
108,000+ Employees Worldwide
Worldwide sales of $22 billion
year end March 2014
Founded in 1936
A pioneer in environmental management
Ricoh Americas
Corporation
Americas
Headquarters
Malvern, USA
Ricoh Europe PLC
European
Headquarters
London, UK
Ricoh Asia
Pacific Pte Ltd
Asia Pacific
& China HQ
Singapore
Ricoh
Company, Ltd.
Global Corporate
Headquarters
Tokyo, Japan
Ricoh Japan
Corporation
Japan
Headquarters
Tokyo, Japan
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4,600 Technical Service Professionals
800 Professional and IT Services Staff
7,000 on-site Managed Services Employees
Northeast, Southeast, Central, West Regions
Ricoh Americas
Corporation
Americas
Headquarters
Malvern, USA
Public Sector, Healthcare, Global, Legal focus
Ricoh USA, Inc.
5

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Ricoh Global Acquisitions
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Path to New eCommerce Organization
© 2012 Ariba, Inc. All rights reserved.7
• Varying ERP & eCommerce Platforms
• Various Legacy Organizational Structures
• True B2B Orientation
• Varied Product & Pricing Strategies
• Unified eCommerce Customer Experience

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Digital Sales Ecosystem
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Customer Segments: National, Global, Verticals, Gov’t
Benefits:
• Support Customers’ ROI on eProcurement Solutions
• Increased contract compliance
• Increased customer retention
• Reduced DSO/open AR
Various Integration Options:
• Multiple custom catalog options
• Complex equipment bundled products
• Leasing, Service Contracts, Cash Purchase, Managed
Services, etc.
• Contracted pricing and product offerings
• Purchase Orders, Invoices, & Related transactions
Variety of Supported Platforms

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Variety of Integration Scenarios
RFI/RFP/
Auction
Select
Goods &
Services
Workflow
Compliance
Receive &
Reconcile
Invoice &
Pay
© 2015 Ariba – an SAP company. All rights reserved.10
Sourcing
Procure-to-Order (P2O) Buyer ERP
Procure-to-Pay (P2P)
Procurement Content
(Catalogs)
Buyer ERP
Invoicing

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Roadmap to New eCommerce Organization
© 2015 Ariba – an SAP company. All rights reserved.11
Resource Investment in Time, People and Systems
Phase 1 Phase 2 Phase 3 Phase 4
Foundation Building
Customer Experience
Sales Productivity Innovation

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© 2015 Ariba – an SAP company. All rights reserved.12
Digital Sales Organizational Structure
Digital Sales
Organization
Online Product
Development
Information
Architects
Web Product
Managers
eCommerce
Operations
Catalog Teams
Field
eCommerce
Teams
Technical
Integration Team
Analytics &
Reporting
eCommerce
Analytics Team
Financial
Reporting Team
Merchandizing
Team
Inside Sales
Sales Call
Center
Product Segment
Teams
Customer
Segment Teams
Digital
Sales
eCommerce
Operations
Analytics &
Reporting
Inside Sales
Web Product
Development

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© 2015 Ariba – an SAP company. All rights reserved.13
Digital Sales Operations ITDigital
Sales/IT
Combined
Ownership
• Identify
Opportunity
Step 1
• Opportunity
Refinement
Step 2 • Solution
Building
Step 3
• Customer
Review and
Testing
Step 4 • Customer
Approval
and Launch
Step 5
• Production
BAU
Support
Step 6
Development Engagement Model

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External Strategic Partnerships
• Strategic Seller - Ariba Ready Platinum
 Access to Technical Expertise/Support
 Exclusive Marketing Resources.
 Active Participation in Enhancement and Release Cycle
• Leverage other Partnerships
 Build Relationships with eProcurement Solution Providers
 Maximize Seller Investment in eCommerce Integration
 Best Practices for Transactional and Content Efficiencies
 Ultimately - Increase Revenue
© 2015 Ariba – an SAP company. All rights reserved.14
Ricoh Team
• Global Account Managers
• Strategic Sales Executives
• eCommerce Managers
• Catalog Specialists
Ariba
Team
• Supplier Enablement Leads
• Electronic Supplier Integration
Managers
• Strategic Seller Account
Managers
• Catalog Knowledge Experts
• Network Growth Managers
Customer
Team
• Contract Managers
• IT Project Leads
• Catalog/Commodity Managers
• Buyers/End Users

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BUILDING AN ECOMMERCE TEAM
Salim Lakha, Senior E-Commerce Marketing Manager, SunSource
15 © 2015 Ariba – an SAP company. All rights reserved.

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Introduction to SunSource
© 2015 Ariba – an SAP company. All rights reserved.16
• 11th Largest Industrial Distributor in North America – 450M+ in yearly sales
• Leader in Multiple Technologies with 86 Years of History
 Hydraulics
 Pneumatics
 Electronics & Automation
 Filtration & Coolant Systems
 Fluid Process
 Industrial Hydraulic Repair
 Mobile Hydraulics/Repair
• Strong Network of Strategically Located Branches,
Distribution Warehouses and Service Centers
• Corporate Headquarters in Addison, IL

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SunSource Partner Companies
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• Oil & Gas
• Petrochemical
• Special Industrial Machinery
• Food & Beverage
• Chemical
• Pulp & Paper
• Power Generation
• Alternative Energy
• Paints & Coatings
• Water & Waste Water
• Automotive
• Government/Military
• Primary Metals
© 2015 Ariba – an SAP company. All rights reserved.18
Major Market Segments

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E-Commerce Challenges
• Processes are built around traditional sales
• Non transactional existing websites
• Multiple customers: Internal & External
 Adoption by internal departments
 Getting customers signed up
• Limited Budget & Resources
 2 Full time & 1 part time dedicated resource
© 2015 Ariba – an SAP company. All rights reserved.19

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E-Commerce Results
• Pilot Launch SunSourceConnect.com in June 2013
 Signed up handful of customers at launch
• Opened up website to all internal customers in September 2013
 Major issues were addressed from pilot launch
• Added support for credit card, registration and more in July 2014
 This release allowed new customers to do business with SunSource
• Focused on adding products and enriching content
 Increased from 1300 to 20,000 products in just over a year
• Measuring tools in place to gauge progress
 Site Tracking
 Sales Reporting
© 2015 Ariba – an SAP company. All rights reserved.20

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E-Commerce Marketing Tools
• Chat Engagement
 Quotes generated from pro-active chats
 Leads assigned to Account Managers for follow up
• Leads
 Optimized product hierarchy and page structure
 Google webmaster tools & Google Analytics integration
 80% of products show up on the 1st page of Google
• Analytics
 Web logs and analytics converted to useable data
 Shopping & Visitor patterns analyzed
© 2015 Ariba – an SAP company. All rights reserved.21

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Ariba Implementation – Lessons Learned
• Traditional teams involved typically IT & Sales
(sometimes marketing)
• Fast implementation does not guarantee full adoption or “success”
• Challenges faced post-implementation:
 Sales continue through old channels (use P-Cards)
 Not all locations on board – Maverick Buying
 Price quoted does not match Punchout Catalog
• Have a plan in place to help with compliance
 Educate internal and external sales team
 Visit challenging locations if possible
 Provide incentives for 1st Punchout order to each location
© 2015 Ariba – an SAP company. All rights reserved.22

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© 2015 Ariba – an SAP company. All rights reserved.