B2B Commerce & Loyalty Portal
300,000+ business buyers had no self-service at all, and reps were spending more than 40% of their time on routine transactional work.
- Role
- Product Owner
- Platform
- Salesforce Commerce Cloud
- Timeline
- 2020 – 2024
- Result
- 300K+ buyers, live <9 months
Buy the platform, phase the product
Discovery & build
JTBD interviews with 30+ B2B buyers across three segments, plus VoC and NPS analysis, journey mapping, and competitor benchmarking. We chose Commerce Cloud over a custom build — roughly four months faster to market.
- MVP — self-ordering and account view.
- V1.1 — POS asset downloads.
- V1.2 — equipment and rep scheduling.
- V2 — loyalty plus Marketing Cloud.
- V2.1 — contract review and monetization.
I later proposed and piloted sponsored placements and tiered access, repositioning the portal from a cost center into a revenue line.
An MVP instead of a billable build
The unpopular call
I chose to run the loyalty MVP on existing Pardot infrastructure rather than stand up a dedicated loyalty engine — which would have meant more billable build work for TCS — so we could validate usage before investing in new architecture.
It wasn't the popular call internally — I got pushback because it cost TCS billing — but I walked my team through the risk: rolling out unproven, revenue-generating architecture before validating usage would've been a bigger failure than the lost billing.
The Pardot MVP data is what justified the phase-two build.
Loyalty designed for the wrong buyer
The failure, owned
The first loyalty design borrowed the consumer points-for-spend playbook. It was wrong for B2B buyers who were already going to buy anyway. I paused the build mid-stream and redesigned every reward around an observable action — orders placed, merchandising images submitted, POS assets placed.
The loyalty program was designed around behavior change, not discounting. By rewarding the actions we wanted customers to take — self-serve, schedule, engage — we drove adoption without eroding margin.
Result
- 300,000+ business buyers on the portal.
- Live in under nine months.
- 15% CSAT improvement.
- ~18% repeat-order uplift.