Today’s business environment means doing more with less, using data to drive decisions. But to convert data into actionable information, you need digitization.  And digitalization. And a digital transformation. Wait, wha? All the digits? 

Each of these terms has meaning for you and the profitability of your business.  Join Joe Cicman, Sr. Analyst for Forrester, and Jordan Hahn, CPQ Product Manager for Vendavo as they explain why your stakeholders care about a digital transformation, how it supports commercial excellence and ultimately, improves your profitability. 

We’ll define each of the terms, the connections, and implications so you can map your business model to corporate strategy and commercial execution.  You’ll learn the key capabilities you should expect through digital efficiency, and a framework for prioritizing and staging a transformation project.  You’ll be able to target improvements in customer experience, with informed negotiations and faster solutioning. 

Finally, we’ll discuss change management considerations – for both internal and external / customer facing communications and coordination.  The future of digital commerce is commercial excellence – join us on the journey.



Joe Cicman | Senior Analyst, Forrester

Joe helps eBusiness professionals assess, improve, and optimize B2B and B2B2C eCommerce technologies and strategies. As part of the digital transformation team, Joe provides a proven practitioner’s lens for organizations to understand how to deploy the economics of digital commerce that unleash best-in-class outcomes. His research also supports technical teams by covering the tools and software suites for driving online channels, digitally enabled selling, and new direct-to-consumer (DTC) initiatives.

Jordan Hahn | Senior Product Manager, Vendavo

Jordan is responsible product management for Vendavo CPQ Cloud, using pricing and sales enablement experience gained in industry and academic research to drive strategy and innovation for Commercial Excellence. Prior to Vendavo, he worked in product management and strategy consulting for telecom, managed services, and B2B software-as-a-service solutions, spanning the product lifecycle from startups and new product launches to legacy product retirements.

Mitch Lee | Profit Evangelist, Vendavo

Mitch is a Profit Evangelist at Vendavo with 25+ years of experience in the technical, operational, marketing, and commercial arenas of the chemical industry. Prior to Vendavo, Mitch was with BASF and Orica in product marketing and business management, driving operational optimization, pricing excellence, and margin improvement, as well as personal engagement in high value sales negotiations. Mitch also has deep experience with raw materials supplier portfolio management having negotiated large scale and long-term agreements with leading suppliers.