Körber Enthusiasm: How Order Management Can Make You Money

Aaron: Fantastic! Chad, how about you?

Chad Andrews: Sure! My full name is Chadwick, but I go by Chad—just a little tidbit for you. I’m from Indianapolis, born and raised. My career began in transportation management systems (TMS), where I focused on implementation and strategy for optimizing freight networks. That work led me to the world of order management, which has been my focus for the last 10 years.

Today, I’m at Körber Supply Chain Software as a solution consultant, primarily in pre-sales. I’ve spent the past decade enabling customers—whether they’re retailers, 3PLs, or B2B companies—to deploy OMS solutions that add value to their operations. My passion lies in helping businesses solve their order management challenges, and I’m excited to discuss that with you today.

Aaron: We’ve had plenty of supply chain experts on the podcast—people specializing in TMS, warehouse optimization, logistics, and adjacent areas—but not much OMS representation. That’s why I’m particularly excited to have you both here.

OMS is one of those technologies that needs evangelism. Matt, since you’ve been in this space for a while, how have you seen the market change for OMS in the B2B space? What’s driving its adoption?

Matt Boland: That’s a great question. Believe it or not, there are still enterprise-level organizations out there managing orders with Excel sheets or even manual green ledger books. Many B2B companies are trying to reduce what we call the “toggle tax,” which is all the time spent switching between systems to understand what’s going on in their business.

eCommerce has been a major driver for OMS adoption, especially as companies face challenges like available-to-promise (ATP) inventory and improving decision-making. Interestingly, much of the interest in OMS within B2B is inspired by D2C trends. For instance, I worked with a large medical device manufacturer that wanted to improve their ATP process. They had orders coming in from various channels, including websites and sales teams, and needed a way to fulfill those orders on time, in full, and in compliance with strict SLAs.

In B2B, SLAs are non-negotiable. If you fail to meet them, you face chargebacks or canceled orders. OMS helps automate these processes, ensuring companies fulfill their promises while protecting revenue.

Aaron: That makes a ton of sense. Chad, from a technical perspective, where does OMS fit within an existing B2B business? Most companies already have an ERP, which acts as the operational heart of their business. Where does OMS slot in?

Chad Andrews: Great question! OMS typically fits between the order demand channels—like EDI, eCommerce platforms, spreadsheets, or phone orders—and the backend systems, such as ERP and WMS.

Orders usually flow into the OMS first, where it evaluates and optimizes the best way to fulfill them. For instance, the OMS might reallocate inventory from a future order to prioritize a hot order that needs immediate fulfillment. It ensures ATP and compliance across all channels.

That said, there’s no one-size-fits-all approach. Some businesses might keep their ERP as the system of record and have it call out to the OMS for fulfillment logic. Others might route orders through the OMS first. The key is that OMS adds intelligence and automation, streamlining what used to be manual, time-consuming processes in B2B.

Aaron: Automation and consistency are huge advantages. OMS also seems to take the politics out of fulfillment decisions. Without it, different teams might make inconsistent choices about inventory allocation, often requiring VPs to step in. By building consistent, rule-based decision-making into an OMS, companies can focus on serving customers more efficiently.

Matt, you mentioned earlier that OMS can unlock revenue and save money. How does it actually do that?

Matt Boland: OMS unlocks revenue by improving order fulfillment and protecting margins. Metrics like on-time, in-full (OTIF) directly correlate to revenue. For example, if you ship an order short or late, the customer might cancel it altogether or switch to a competitor. An OMS ensures these kinds of errors don’t happen.

It also automates complex logic, like managing SLAs or ensuring compliance with labeling requirements. For example, if you ship to Target with incorrect labeling, they’ll either refuse the shipment or issue a chargeback. OMS prevents these costly mistakes by unifying processes and providing proactive alerts when something might go wrong.

Beyond saving money, OMS helps protect and unlock revenue through smarter decision-making. It streamlines workflows, reduces manual intervention, and even enables no-touch order processing in some cases. These efficiencies add up, improving profitability while ensuring customer satisfaction.

Aaron: That makes a lot of sense. Chad, you’re a solutions architect. From a technical perspective, where does OMS truly stand out in terms of delivering these efficiencies?

Chad Andrews: OMS delivers value by being the "brains" of the operation. It adds intelligence to your business processes and ensures decisions are made based on a holistic view of your supply chain.

Let’s take an example: Imagine you’ve allocated inventory for a future order but a higher-priority order comes in. Without an OMS, that allocation decision might not be revisited, and you’d risk losing the new order. With OMS, you can dynamically reallocate inventory, ensuring both orders are fulfilled efficiently. The OMS also communicates with other systems—ERP, WMS, and demand channels—so you’re making decisions based on real-time data rather than static information.

This level of automation and visibility enables companies to handle more complex scenarios. Whether it’s multi-channel orders, split shipments, or managing backorders, OMS makes these processes seamless and consistent.

Aaron: It also seems like OMS can add consistency to decision-making. Without it, fulfillment decisions often become political, with different teams or regions competing for resources. OMS eliminates that friction by applying consistent, rule-based logic.

Aaron: Matt, earlier you mentioned that OMS is about both protecting revenue and unlocking it. Can you share more about how that works in practice?

Matt Boland: Absolutely. For example, I worked with a company that shipped orders to Target. If those shipments didn’t meet Target’s strict compliance rules—like labeling, packaging, or timing—Target would refuse the shipment or issue a hefty chargeback. An OMS ensures these rules are met every time, avoiding those costly mistakes.

Another example is margin protection. Let’s say a customer requires you to fulfill an order in full. Without an OMS, you might partially fulfill the order and lose the remaining revenue, or worse, lose the customer altogether. With an OMS, you can evaluate your entire network to see if inventory can be merged from multiple locations to fulfill the order. Even if it requires split or multi-leg shipments, the OMS ensures compliance while maximizing revenue opportunities.

Chad Andrews: Exactly. I’ve seen similar situations where companies manage backorders inefficiently. For instance, they might partially fulfill an order and cancel the rest, missing out on additional revenue. An OMS allows you to engage customers by keeping them informed—letting them know part of their order is shipping now, while the rest will follow in a few days. This transparency builds trust and ensures you don’t lose revenue unnecessarily.

An OMS also gives you flexibility with inventory rules. For example, you can allocate inventory to higher-priority customers or orders, ensuring you’re meeting SLAs and maximizing profitability.

Aaron: That’s a great point about transparency. Customers want to know what’s happening with their orders. It sounds like OMS not only improves operational efficiency but also enhances the customer experience.

Matt Boland: Exactly. OMS is about making every step of the order process fail-safe. It provides visibility into every stage of an order’s journey, ensuring businesses can proactively address issues before they become problems.

Aaron: OMS clearly brings a lot of value in terms of automation and decision-making. Let’s talk about another aspect: consistency. Often, in B2B businesses, fulfillment decisions become political. Sales teams or regional leaders might prioritize their own quotas or goals, leading to inconsistent decisions across the organization. How does OMS help solve that?

Matt Boland: That’s a great point, Aaron. Without OMS, decisions about order fulfillment often live in people’s heads or in manual processes. One region might pull inventory from another region to meet its own goals, leaving the other region short. It creates friction and inefficiency.

With OMS, those decisions are automated and rule-based. Everyone operates within the same framework, ensuring consistency. For example, if a VP has to step in to resolve conflicts between teams, that’s time they’re not spending on strategic initiatives. OMS eliminates those bottlenecks by creating a clear, apolitical decision-making process. It applies logic consistently, ensuring every order is fulfilled in the best way possible for the business as a whole.

Aaron: That’s a powerful argument. OMS doesn’t just automate—it also de-escalates potential conflicts and frees up leadership to focus on growth rather than firefighting.

Aaron: Let’s pivot to Körber specifically. Chad, if you were pitching Körber’s OMS to a prospective customer, what would you highlight as its unique value?

Chad Andrews: One of Körber’s biggest differentiators is our modular approach. You don’t need to adopt an entire OMS solution all at once. If your immediate challenge is inventory availability, you can start there. For example, we help businesses rethink ATP for B2B customers, particularly distributors and wholesalers, by deploying just the inventory management module.

Or let’s say you’re struggling with orchestration—deciding how to allocate inventory or optimize fulfillment across multiple DCs. You can deploy that orchestration module without overhauling your entire system. The beauty of our solution is that you can scale it based on your needs, adding modules over time as your business evolves. It’s a lower-risk way to start realizing value quickly.

Aaron: That modularity sounds like a game-changer, especially for businesses that are hesitant to commit to a full-scale implementation. Change management is always a challenge, and the ability to start small and expand as needed seems like a smart way to approach it.

Aaron: Matt, I’ll give you a slightly different question: Why Körber over a competitor? Let’s say I’m evaluating other OMS solutions—what sets Körber apart?

Matt Boland: Great question. If you’re running an RFP or discovery process, I encourage you to invite all the players. When it comes to B2B-specific functionality, Körber stands out. We’ve built our solution with B2B complexities in mind, like fair share allocation, manufacturing capacity logic, and cross-docking.

Most OMS providers focus on B2C scenarios—order in, order out. But in B2B, you’re dealing with intricate rules, multi-line orders, and SLAs. For instance, if you have to merge inventory from different sources to fulfill an order on time, that’s something Körber handles seamlessly. Many competitors shy away when you start discussing EDI or large-scale complexity, but that’s where we excel.

Aaron: That makes sense. It sounds like Körber really leans into the complexities of B2B, which is often where other solutions struggle.

Aaron: Let’s circle back to something we touched on earlier. Matt, you said OMS can unlock revenue—not just save money but actually drive growth. Can you give us a concrete example?

Matt Boland: Absolutely. One example is how OMS handles backorders. In some systems, if a shipment is only partially fulfilled, the remaining items are canceled. That’s revenue left on the table. With OMS, you can intelligently manage backorders, keeping the customer informed and ensuring the remaining items are delivered as soon as they’re available.

Another example is inventory reallocation. Let’s say you’ve pre-allocated inventory for a future order, but a high-priority order comes in today. OMS can reassign that inventory dynamically, ensuring you meet urgent needs without jeopardizing future commitments.

Ultimately, OMS helps you fulfill more orders, more accurately, and on time, which directly impacts customer satisfaction and loyalty.

Aaron: OMS is clearly a powerful tool for managing complexity, protecting revenue, and improving customer experience. As we wrap up, let’s talk about the bigger picture. How does OMS fit into the future of B2B eCommerce?

Matt Boland: I think we need to rethink how we define eCommerce in B2B. It’s not just about platforms or web stores. eCommerce includes everything from EDI to mobile ordering and even sales teams using internal tools. The front-end experience is critical, but so is what happens behind the scenes. OMS ensures that no matter how an order comes in, it’s fulfilled accurately and efficiently.

Chad Andrews: Exactly. Many B2B businesses are moving toward digital maturity, but the path isn’t linear. OMS helps bridge that gap by providing the intelligence needed to manage complex orders, even as businesses scale. It’s about giving every customer—from small local buyers to enterprise-level accounts—the same level of service.

Aaron: Well said. OMS seems like the backbone of a modern B2B operation, connecting the front-end and backend seamlessly.

We’re nearing the end of our time together, so let’s have some fun. I want to put you both in the Shark Tank hot seat. You’ve done a great job talking about OMS in general, but now I want to hear your quick pitches for Körber. Chad, let’s start with you. What’s your 60-second WIFM—what’s in it for me as a potential customer?

Chad Andrews: Perfect! The biggest value Körber brings is flexibility. Our OMS is modular, so you can deploy only what you need. If your focus is on solving inventory availability, we can help rethink how you manage ATP for distributors and wholesalers. If your challenge is orchestration—like figuring out the best way to allocate inventory—we can implement just that module.

We meet businesses where they are, so you’re not committing to a massive implementation upfront. You can scale as needed, adding components over time to maximize ROI. It’s all about solving real problems quickly while minimizing disruption.

Aaron: That was concise and on point—clearly, you’ve done this before. Matt, let’s hear your pitch. Why Körber over competitors like Sterling or other OMS solutions? What sets you apart?

Matt Boland: That’s a great question. First, invite everyone to your RFP and evaluate them. What you’ll find is that Körber goes beyond the basics of OMS. Our solution is built for B2B complexity, with features like fair share allocation, manufacturing capacity logic, and cross-docking.

Most OMS providers focus on B2C, where it’s all about single-line orders and straightforward fulfillment. B2B is far more complex. For example, you might need to merge inventory from multiple sources to fulfill an order, and Körber handles that seamlessly. We also shine in areas like EDI integration, where other providers tend to back off.

In short, if you’re dealing with high-complexity B2B operations, Körber is the clear choice.

Aaron: Well done, Matt. You came in right on time. You’ve both made compelling cases for Körber and for OMS in general.

Aaron: Before we wrap up, I like to end each episode with a lighthearted question. What’s one piece of media—whether it’s a book, podcast, movie, or TV show—you’ve enjoyed recently and would recommend to others? Matt, let’s start with you.

Matt Boland: Great question! For something fun, I’ve been watching Rake, an Australian comedy about a barrister. It’s hilarious and one of my favorite shows—I’ve rewatched it three times. Another recommendation is Fleabag, which is smart, funny, and just a brilliant show overall.

From a business perspective, I subscribe to a few newsletters that deliver quick, digestible insights. I try to focus on stories about innovation outside the big players like Target or Walmart. It’s fascinating to see how smaller companies are driving change without having the same resources as those giants.

Aaron: Great picks! I’ve heard a lot about Rake lately—clearly, I need to check it out. Chad, how about you?

Chad Andrews: Well, as a dad of a nearly three-year-old, Bluey is a household favorite. For those who haven’t seen it, it’s an incredibly well-made show for kids and adults alike.

For the grown-ups, I recently watched The Penguin—Colin Farrell is amazing in that role. The makeup and acting are top-notch. On the gaming side, I’ve been diving into the new World of Warcraft expansion, The War Within. I’m part of a guild, and we raid together a few nights a week. It’s a great way to unwind after my daughter and wife are asleep.

Aaron: Awesome recommendations! I love the variety. And if your guild is recruiting, let us know—we’ll include the name in the show notes.

Aaron: This has been a fantastic conversation. Matt, Chad, thank you for joining me and sharing your expertise. It’s clear OMS is a critical piece of the B2B puzzle, and Körber brings a lot to the table.

For everyone listening, don’t forget to like and subscribe to the B2B Uncut podcast. And keep an eye on both the Körber and OroCommerce channels—we’re releasing a white paper on marketplaces soon, packed with deep insights.

Matt Boland: Thanks for having us, Aaron. And don’t forget my promise: if Körber and Oro win a joint deal in 2025, I’ll shave my head live on this show!

Aaron: You heard it here first, folks. This is on the record. No editing it out! Thank you again, Matt and Chad, and to everyone listening, have a safe and productive winter.