Thinking Forward Virtual Events 

Helping members and the equipment manufacturing industry learn about advances in technology through sharing innovation concepts that change business models.

digitizing end-to-end customer experiences

Now more than ever, customers are engaging with manufacturers and their dealers in unique and connected ways. Digital commerce platforms are vital to creating and capturing this engagement and will be considered the new norm. To keep up with this new demand, it is imperative the off-road equipment industry better understands this paradigm shift and that digital commerce platforms have many benefits that go beyond selling.

In this three-part session, you will hear how some industry-related organizations have successfully integrated and embraced digital commerce into their business models, and why manufacturers should consider implementing an enterprise-level online connection to their customers to grow their business.

Peter Sheldon, senior director, commerce strategy at Adobe, will share Adobe’s perspective on this "new normal” where manufacturers are pivoting to enable direct-to-buyer business models that focus on intimate customer experiences and foster a digitally-connected community culture that challenge the status quo and the traditional role of the distributor. This presentation will also include perspectives from the consumer, a case study and a panel discussion.

Date: Tuesday, October 6, 2020
Time: 1:00 - 2:30 p.m. CST

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Featured Speakers:
Dannica Hutton
Dannica Hutton, Senior Solutions Strategist, Corra
Dannica Hutton is dedicated to helping companies exceed their business objectives by coming up with innovative ways to solve business problems. Hutton has over eight years of experience with digital commerce and Adobe solutions, and has managed strategy for 25+ household-name brands. Hutton sits on the Magento Certification Advisory Board and also serves as a subject-matter expert for management systems, ERPs, PIMs, marketing automation platforms, and global distribution management services.
Charles Martey
Charles Martey, Software Development Manager & Solutions Architect, Benchmade Knife Company
Charles Martey has been integrating and architecting ground-breaking manufacturing and distribution digital solutions for the past decade. As the Software Development Manager at Benchmade Knife Company, he helps drive the company's digital strategy from an implementation and innovation vantage point. Prior to his work in manufacturing, Martey worked in software engineering roles in finance and education, specializing in organizing and managing global development teams.
Noah Oken-Berg
Noah Oken-Berg, Chief Executive Officer, Above The Fray
Noah Oken-Berg brings an innate passion for the intersection of technology, business, and human engagement. It started with programming his family’s Apple IIe in the ’80s, selling games he made on his TI-85 calculator in the early ’90s, and running an independent B2B wireless agency for most of the 2000s; helping to bring then-emerging smartphone technologies and “high-speed” aircards into the market. In 2017, Oken-Berg co-founded Above The Fray (ATF), an integrated ecommerce agency. In the short time since, ATF has expanded to four countries and three states, building digital commerce tools for manufacturers and their distribution channels.
Peter Sheldon
Peter Sheldon, Senior Director, Commerce Strategy, Adobe
Peter Sheldon is a well-known industry expert in eCommerce and omnichannel technology, having previously held the role of Vice President and Principal Analyst at Forrester Research. He spent five years leading Forrester’s global research on digital commerce technologies, helping to challenge the thinking and lead change for eCommerce executives undertaking major digital transformation and commerce technology programs. Today Sheldon leads commerce strategy for Adobe.


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