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A New Game Requires New RulesThe Project is Dead.Long Live the Product.
This whitepaper addresses B2B decision-makers who are tired of unpredictable web projects, broken budgets, and digital solutions that are outdated the moment they launch.
We argue for a shift from project (one-off efforts with an end date) to product (continuous refinement of a business-critical asset). By shifting the mindset from "hours" to "features" and from "cost" to "investment," organizations can build digital platforms that actually drive the business forward.
In this document, we cover:
Why the traditional project model no longer works.
How to calculate the return on investment (ROI).
Why integration is a strategic boardroom issue.
The future with Unified Commerce and AI.
In this document, we cover:
Why the traditional project model no longer works.
You understand why the old model is broken. Now get the blueprint for the new one. Unlock the full guide to access the ROI models and technical strategy that turn digital costs into profitable investments.
Chapter 1: The End of the Traditional Web
Why the Project Model Holds Business Back
For a long time, websites have been developed as isolated projects. A need is identified, a procurement process is run, and twelve months later, something is launched that is considered "finished." This model has been the norm—but in today’s business landscape, it is broken. The problem isn’t the ambition; it’s the structure. Digital business doesn’t develop linearly. Business models and customer behaviors change faster than a project plan can be written. The moment a traditional web project ends, the solution begins to age. From Brochure to Business-Critical Platform For many organizations, the project model has reduced the web to a modern brochure: visually appealing, but commercially passive. In a B2B context, where processes are complex and relationship-driven, this is a massive missed opportunity.
Furthermore, when digital development is purchased as "hours," a built-in gap emerges. The buyer wants impact and speed. The supplier gets paid by the hour. The result? Long lead times and budgets that drift. The question isn’t whether you need "a new web." The question is whether you are prepared to leave project logic behind and instead build a living platform that supports how your customers actually want to do business.
Chapter 2: From Cost Center to Investment Object
Calculating Digital Business Value
How you book your digital presence determines the decisions you make. If the web is seen as a cost under the marketing budget, the goal becomes minimizing expense. But if it is viewed as an investment object, the focus shifts to return on investment (ROI). In practice, the web today functions as a complementary business system for sales, customer service, and logistics. It impacts how orders are placed, how prices are managed, and how customers receive service. Measurable Impact in B2B When the platform is viewed as an investment, the metrics change. It’s rarely just about simple conversion, but about efficiency:
Reduced administrative time for inside sales.
Fewer errors in order placement.
Shorter lead times from quote to order.
Increased rate of self-service among existing customers.
Reduced churn.
Reduced administrative time for inside sales.
Digital platforms that actively contribute to loyalty, sales, and internal efficiency are not costs to be written off—they are assets to be developed.
Chapter 3: When Incentives Change
Why Productified Delivery Creates Better Results
The difference between traditional consulting and a productified approach comes down to incentives. In the consulting model, time is sold. The more hours, the higher the invoice. Efficiency becomes secondary. In a productified approach—which Glanser advocates—you buy function and result at a fixed price. Here, efficiency and quality are rewarded. If we can deliver faster through reusable functions and modules, both you and we benefit.
Safety and Speed For you, this means a clearer scope and lower risk. It becomes easier to build incrementally, where every new feature is a controlled investment rather than a new, massive project. Few companies today buy an ERP system as an ongoing hourly project. They buy functionality and licenses. Your website, portal, and e-commerce deserve the same structural treatment.
Chapter 4: Integration as Business Strategy
When ERP and Web Become One System
In B2B operations, the ERP system is the heart. This is where the truth about products, prices, and stock lives. Yet, the web is often treated as an isolated island. The result? Sales reps manually key in orders that were already placed digitally. Customers call to get information that already exists in the systems.
Tech Meets Strategy Through deep integration between the web platform and the ERP (e.g., Monitor G5, Dynamics 365, or Visma), a cohesive flow is created. Integration isn’t about technology. It is a strategic issue. Companies that succeed in creating harmony between their systems free up time and build loyalty.
Real-time stock
No disappointments at checkout.
Self-service
Customers view their invoices and order history.
Chapter 5: The Unified Platform
Unified Commerce, AI, and Long-Term Scalability
When CMS, PIM, E-commerce, and "My Pages" live in separate silos, complexity quickly becomes a bottleneck. The solution is spelled Unified Commerce—a platform where everything is connected. Whether the user is a B2B customer, a consumer, or your own sales rep, they encounter the same data and logic. Marketing can work with campaigns without calling IT. Product data is reused consistently.
AI with Business Focus In this ecosystem, AI becomes an enabler, not a gimmick. With tools like intelligent search and personalized recommendations, the customer gets better decision support. The digital platform moves from being a passive channel to becoming the organization’s digital backbone—built for change and growth.
Checklist & Conclusion
Checklist: Are You Stuck in the Project Trap?
Do you recognize yourself in any of the following?
- The web project has a clear end date, but no plan for what happens on Day 2.
- You pay hourly rates without knowing exactly what the final bill will be.
- Sales reps see the web as "marketing’s toy" rather than a sales tool.
- Customer service still manually answers questions about invoice copies and delivery status.
- You hesitate to develop new features because it feels expensive and complicated.
If you nodded in recognition, it is time to rethink.
Ready to build a sustainable digital business? Leave the project model behind. Let us show how our function library and product philosophy can give you a faster start, lower risk, and a platform that grows with your business.