Rob Richardson

Senior B2B E-Commerce Delivery Manager MillerKnoll

Monday, May 4, 2026

12:35 PM Workshop #8 Upstream With A Paddle: A View On Guided Buying And Continuous Improvement That Delivers

Guided buying promises to simplify complex B2B purchasing—but its real value comes from continuous optimization, not one-time implementation. This session explores how leading B2B organizations use guided buying experiences, data, and feedback loops to steadily improve buyer outcomes, increase conversion, and reduce friction over time.

Understand what effective guided buying looks like in real-world B2B environments
Identify where guided buying delivers the greatest impact across complex catalogs and use cases
Design guided experiences that evolve based on buyer behavior and feedback
Optimize buying flows through continuous testing, iteration, and performance measurement
Align product, UX, sales, and eCommerce teams around shared improvement goals
Measure success using KPIs tied to conversion, efficiency, and customer satisfaction

Tuesday, May 5, 2026

4:05 PM Panel Discussion: Leading Through Resistance: Driving Enterprise-Wide B2B Digitization That Sticks

A panel of experts will share how to overcome internal resistance, align cross-functional teams, and lead a successful B2B digitization journey that delivers measurable impact.

• Recognize common sources of resistance to digital change across departments

• Communicate a compelling vision that aligns stakeholders around shared outcomes

• Empower teams with the tools, training, and support needed to embrace new technologies

• Break down silos and build cross-functional momentum for enterprise-wide adoption

Check out the incredible speaker line-up to see who will be joining Rob.

Download The Latest Agenda