B2B Commerce Isn’t Broken - It’s Complicated with Tom Williams, UNRVLD

B2B commerce complexity isn’t just technical. It’s organisational, behavioural and cultural.

On this week’s episode of The FODcast, James sits down with Tom Williams, Head of Commerce at UNRVLD to unpack why B2B transformations stall…and what actually gets them moving.

We cover a whole host of topics including:

• Complex pricing + org structures: different users, permissions and hierarchies; and why it needs uncovering early
• Legacy order channels (email, punchout, OCR and more): you often can’t “switch it off” even if it’s inefficient
• Customer-first vs tech-first: most businesses start with a feature tick list, not customer behaviour
• Digital maturity reality checks: why teams think they’re further along than they are
• Integration first: a robust middleware approach that lets you change systems without breaking everything else

If you’re modernising B2B, this is a practical conversation: start with the “as is”, map the “to be”, then make progress iteratively - without forcing a big bang.

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