ERP-Connected Commerce: How Leading B2B Companies Stay Aligned
As digital channels grow, the hardest problems aren’t features — they’re coordination, ownership, and data.
This session brings together experts to unpack the bottlenecks behind ERP-connected commerce: legacy assumptions, tangled integrations, acquisitions, and the rise of AI-driven expectations.
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Who This Session Is For
For B2B teams balancing growth targets and tangled tech: building digital channels, managing integrations, and experimenting with AI initiatives that their current systems can’t fully support.
Who balance too many systems, integrations, and upgrades and look for a smarter way to unify them.
Who need visibility from order to fulfillment and tired of workarounds between ERP and front-end platforms.
Who add new channels, regions, or brands and hitting the limits of disconnected systems.
What We Cover
This panel brings together experts who’ve built connected backbones across digital channels, finance, logistics, and customer experience, and know how to keep them steady as AI enters the mix.
Outgrowing All-in-One ERPs
Why distributors and manufacturers outgrow all-in-one ERP add-ons, and how teams decide what stays in the core vs. what moves to best-in-class tools.
Experience Breaks Without Alignment
What happens when pricing, tax, inventory, and order data live in different places — and how mismatches break trust both inside the company and with buyers.
Change Management First
From champions to cross-department ownership, the panel showed how the hardest part of ERP-connected commerce isn’t integration — it’s coordination, expectations, and timing.
AI Highlights Weak Data
AI accelerates the work that’s already clean and exposes the work you’ve been avoiding. Data quality, modeling, and ownership determine whether it helps or hurts.
Speakers
Christine Martin
Sr Solutions Consultant, Avalara
A solutions consultant who works with B2B companies navigating multi-jurisdiction tax rules, exemptions, and compliance workflows. Christine brings a practical view of how order flows stay accurate when products expand, channels multiply, and ERP and commerce need to stay aligned.
Christine Martin
Sr Solutions Consultant, Avalara
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Brendan Cameron
Head of Manufacturing & Distribution, Americaneagle.com
A B2B strategist with deep experience in complex data models, pricing structures, and ERP connectivity. Brendan has guided countless teams through the messy middle of unifying systems across channels, regions, and legacy platforms — the parts of growth that rarely behave as planned.
Brendan Cameron
Head of Manufacturing & Distribution, Americaneagle.com
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Aaron Sheehan
Head of Product Marketing & Strategic Alliances, OroCommerce
Aaron brings more than 15 years working across pre-sales, delivery, engineering, and product marketing. He’s guided B2B organisations through platform selection, integration planning, and partner work, which gives him a clear view of how ERP and commerce need to line up for teams to operate smoothly.
Aaron Sheehan
Head of Product Marketing & Strategic Alliances, OroCommerce
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