Taking the order is easy. Keeping the promise is what breaks—and when it does, B2B buyers don’t complain, they just pick up the phone and stop trusting your site. Keith Gorney, who ran the OMS behind $10B a year at Best Buy, makes the case for why order management, not ERP, is the missing piece: one real-time picture of inventory, reps who can edit a single line instead of scrapping the whole order, and a rollout you can start small and build from.
Taking the order is easy. Keeping the promise is where it breaks.
