Most distributors don't have a digital roadmap. They have a list of projects someone wants to do, a budget fight waiting to happen, and a general sense that they're behind. Kyler Nixon sits down with Sam Schwartz, B2B ecom expert, to walk through a real framework for building one. Sam presented this process at B2BEA in Scottsdale, where the RICE prioritization method she introduced reportedly had every person in the room writing it down. This episode gets into the meat of that: how to actually uncover what customers need, generate ideas worth acting on, attach financial outcomes to those ideas, and then rank them without politics getting in the way.

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📌 What We Cover

• Why voice of customer is a spectrum, from five-minute phone calls to Google Analytics, and why you need both ends to make sense of anything
• How to write survey questions that reveal actual customer behavior instead of just confirming what you already believe
• Why your technology vendors are an underused idea source, including how asking a Shopify rep for a site audit surfaced features the team didn't know existed
• How to build a business case when the ROI is fuzzy, using product data enrichment as a worked example
• Why presenting conservative, target, and aggressive financial projections is more useful than a single number, especially in front of a leadership team
• The full RICE method (Reach, Impact, Confidence, Effort): what each variable means, how to score them, and how the formula produces a priority ranking you can actually defend
• Why effort scoring should include every team involved, not just IT
• Why roadmapping is a cultural activity, and why change management is the part no framework fully solves