The MasterB2B Fireside Chat series highlights key issues for manufacturers and distributors through industry practitioners and expert insights. In this episode, Brian Beck, co-founder of MasterB2B, Michael Von Bodungen, US general manager at VTEX, and Rama Theekshidar, Chief Digital Officer at USESI, discuss creating world-class digital experiences in traditional distribution.
Reinventing Traditional Distribution
Traditional distribution may evoke images of old-school methods and manual processes, but today’s conversation with Rama Theekshidar paints a different picture. At USESI, a pivotal player in electrical product distribution, the focus is on breaking the mold and driving innovation. Rama shares, “We are innovators; we don’t like the status quo. We like to challenge the established order and be creative.” This mindset underscores the company’s approach to transforming traditional operations into cutting-edge digital experiences.
The Role of Leadership in Digital Transformation
Rama emphasizes the significance of leadership in fostering a culture of innovation. He outlines his role not just in terms of overseeing digital strategies but also in understanding and optimizing every aspect of the business. “It’s about understanding the whole aspect of end-to-end… Once you have mastered the offline aspect of the business, then digital and technology is just the easy part,” he explains. His approach highlights the importance of a comprehensive view that spans beyond digital tools to encompass operational insights and strategic foresight.
Challenges in Digital Overhaul
Transitioning to digital is not merely about adopting new technologies but also about understanding and refining business processes. Rama discusses the challenges inherent in such transformations, particularly within a large, traditionally analog business like USESI. “It sounds very simple, but getting it to the customer’s door and to their job site is the toughest job,” he remarks, pointing out the complexities of pricing, customer service, and supply chain coordination that go into modernizing distribution.
Strategic Insights and Team Dynamics
Rama’s strategy involves deep-diving into the company’s existing processes before implementing changes. He utilizes a data-driven approach to decision-making, ensuring that solutions are tailored to the real needs and conditions of the business. “I believe in the concept of concrete reasoning… I try not to conclude first, then convince myself I came to the right conclusion,” he shares, illustrating his methodical approach to innovation.
Conclusion
Rama’s story is a compelling call to action for companies on the brink of digital transformation. His insights serve as a roadmap for integrating advanced digital strategies while respecting and enhancing established business practices. The conversation in the video below illuminates the pivotal role of leadership in navigating and directing the course of digital initiatives within large organizations.
