Operational efficiency in B2B: accelerating growth through streamlined processes

Based on insights from our podcast conversation between Senior Solutions Architect Sander Mangel and Aaron Pallares. Listen to the full discussion here.

In our work with medium-sized companies, we see a crucial misconception: operational costs and inefficiencies are often addressed solely through expensive digital transformation initiatives, while significant profits can be achieved by first applying process optimization and smart technology expansion.

In fact, performing digital transformation without addressing the underlying processes often worsens the situation — leading to lagging workflows, communication issues between systems and teams that are overwhelmed by manual tasks. The impact ripples through your entire company, affecting margins, customer satisfaction, and your ability to scale.

Despite significant investments in new technologies, many companies continue to work with fragmented systems, duplicated work, and legacy workflows that exist simply “because that's how it's always been done.” This approach not only fails to solve core inefficiencies, but can also prematurely push companies towards complex replatforming when simpler solutions may suffice.

So how do you move forward when the real challenge requires a more thoughtful approach than simply implementing new technology?

Efficiency as your competitive advantage

Improving operational efficiency isn't just about cutting costs or automating everything you see. When implemented thoughtfully, it becomes a powerful lever that provides:

• Increased profitability without changing your pricing strategy
• Improved responsiveness and faster delivery to customers
• Greater resilience in competitive markets
• Measurable progress towards sustainability by eliminating waste

Achieving these results requires more than just “cutting costs”. It starts with understanding where inefficiencies exist in your organization — and identifying which improvements will have the biggest impact.

Improving processes before adding technology

We often see companies rushing to solve process problems with new software. But automating a broken process doesn't create efficiency — it simply speeds up bad results.

The first step is understanding and documenting your existing processes. This doesn't require advanced tools — it can be as simple as creating flowcharts with whiteboard post-its or using accessible visualization tools like Lucid Chart.

Make this a collaborative effort involving people who actually work with these processes on a daily basis. Ask them about the “elephant trails” they've created — those unofficial workarounds and shortcuts that exist because the formal process isn't working efficiently. These insights are invaluable and often reveal the most significant opportunities for improvement.

Before implementing automation, take the time to audit these documented workflows:

• Which steps are redundant?
• Where do errors typically occur?
• What creates friction for your team or customers?

These seemingly small adjustments can add up quickly, especially when they free your team to focus on high-value activities that stimulate growth.

Empower your team's capabilities with AI

AI provides the greatest value when it reinforces, rather than replaces, human judgment.

Instead of reviewing your entire workflow, look for targeted opportunities where AI can identify anomalies, segment customer data, or identify trends in buying behavior. When properly implemented, AI becomes an integrated part of your daily operations — not just another feature that your team needs to manage.

Meet the expectations of today's B2B buyers

Today's buyers — digital natives in particular — aren't satisfied with PDFs, lengthy email exchanges, or phone quotes. They expect seamless, digital-first purchasing experiences.

This does not mean that your B2B operation should function exactly like Amazon. But it does require a critical examination of your purchase process:

• Can customers easily service themselves?
• Are answers available immediately, or do customers wait days for responses?
• Have you eliminated unnecessary friction in the purchasing process?

Technology implementation: focus on adoption

There is no return on investments in tools that no one uses. We've found that an incremental approach usually works best: first establish process insight, then roll out features that directly support these improved workflows.

Skip the “big bang” implementation that overwhelms your team. Instead, focus on targeted deployment with short feedback loops and internal ambassadors who can guide others through the transition.

Automation creates opportunities

The common concern with automation is the possible relocation of jobs. In practice, we consistently see the opposite.

Reducing repetitive work creates space for more creative, strategic roles. Companies that invest in retraining and upskilling — rather than simply redistributing responsibilities — position both their teams and themselves for sustainable growth.

Seven practical steps to improve efficiency without sacrificing value

1. Audit internal workflows to identify and eliminate redundancies
2. Make data usable by normalizing and structuring it so that AI tools can use it effectively
3. Automate rule-based, repetitive tasks while keeping people on the loop for judgment
4. Maximize your existing technology investments (ERP, CRM, etc.) before adding new tools
5. Train your people thoroughly before scaling up the implementation of new systems
6. Avoid technology for technology's sake — each new tool must solve a specific business problem
7. Regularly review supply chain workflows to adapt to changing market conditions
8. Focus on decisive data instead of overwhelming your team with information volume

Strategic partnerships for specialized capabilities

Not every capacity has to be developed in-house. For complex implementations or specialized analytics, external partners can help reduce risks and accelerate results — especially when your internal team already manages multiple priorities.

Building long-term success

Improving operational efficiency isn't just a financial decision — it's a strategic change in attitude. It's about building an organization that is more agile, focused and better prepared for future challenges.

Before you invest in new systems or build your next business case, we encourage you to ask one simple question:

Are we solving the core problem, or are we just moving it around?

How Open Commerce supports teams

At Open Commerce, we work with mid-sized companies through focused approaches designed to maximize operational efficiency. We facilitate Process Mapping Workshops where your team can visualize workflows and identify bottlenecks; provide vendor-neutral Technology Assessment & Selection to ensure solutions meet your specific requirements; implement Change Management strategies focused on user adoption; and develop Data Strategies that make your information truly useful.

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