Margins, Market Shifts & B2B Reality

Holiday spending may dip, but the real story is shifting demand, supply chain complexity, and promotion fatigue. In this episode, John Bruno shares how B2B and B2C leaders must rethink pricing, promotions, digital transformation, and AI-driven discovery in a volatile market.

John Bruno is a recognized leader in B2B commerce, pricing strategy, and digital transformation. At the time of recording, he served as VP of Strategy at PROS, advising global enterprises on commercial excellence and digital modernization. He previously led B2B e-commerce research at Forrester, authoring the B2B eCommerce Playbook and multiple Forrester Waves.

You Will Learn:

Why demand is shifting, not collapsing
The hidden risk in B2B supply chain complexity
How promotion fatigue erodes trust
What true customer obsession looks like
Why AI changes interaction, not intention

The No.1 eCom Operations hack

“When buyers and consumers come to expect promotions, you change their behavior.”

Show Notes:
(00:01:08) Meet John Bruno
(00:04:05) Dropping Holiday Spending
(00:05:24) Preparing for B2B Peak Season
(00:07:08) Hidden B2B Supply Chain Risks
(00:08:01) Post-Holiday Inventory Hangovers
(00:10:03) Doing Promotions Right
(00:13:50) Digitizing B2B Operations
(00:16:20) AI’s Next Wave in Commerce
(00:18:10) Managing Seasonal Pressure
(00:19:28) Winning Digital Transformations
(00:21:53) Capitalizing on Downturns
(00:24:33) Wrap-Up & Key Takeaways