TLDR:
There are three smart ways to build manufacturer-led B2B. A platform-led stack for speed. A composable stack on your cloud for control. An SAP-centric stack if you are already deep in that ecosystem. Add the right adjacencies like CPQ, PIM, tax, payments, search, and identity. Measure success by quote to order time, dealer self-service, order accuracy, fill rate, margin by channel, and uptime.
Why the choice of systems matters
M2B is manufacturer-led B2B. The seller of record is you. Buyers are dealers, distributors, integrators, and strategic accounts. This model lives or dies by clean pricing rules, configuration logic that matches operations, and data that stays in sync with the ERP. The right systems turn those rules into software. The wrong ones create manual work and channel conflict.
Below are three build paths we recommend most often, followed by the core adjacencies every serious M2B program needs.
Path 1: Platform-led for fastest time to value
This is the shortest path to a governed dealer portal and reliable order flow. Choose a B2B platform that already understands corporate accounts, contract price lists, RFQ to Quote to Order, and quick ordering. Integrate it to your ERP and CRM. Layer in CPQ when you are ready.
When this path fits:
- You need a working portal in months, not quarters.
- Your catalog and pricing rules are clear.
- You want to reduce custom code and lean on vendor features.
What it looks like in practice:
- Dealers log in and see contract prices from the ERP.
- They create quotes that convert to orders without rekeying.
- Inside sales handles exceptions instead of typing orders.
- Channel rules are encoded as policy, so conflicts drop.
Result: Shorter quote to order time. Fewer pricing disputes. A cleaner handoff to fulfillment.
Path 2: Composable on your cloud for maximum control
This is the vendor-neutral route. Use API-first commerce services and your own front end. Run event-driven integrations on AWS. Own the code. Tune dealer and CPQ flows for your products and policies.
When this path fits:
- You want full control of the buyer and dealer experience.
- You plan to express complex configuration rules that tie to routing and lead times.
- You need to integrate deeply with ERP, PLM, WMS, and custom services.
What it looks like in practice:
- A Next.js portal for dealers and account teams.
- A commerce core that exposes catalogs, price books, and quotes via APIs.
- A CPQ service that validates options against real operations.
- Orchestration on AWS with API Gateway, Lambda, SNS/SQS, Step Functions, and EventBridge.
- Clear data contracts so pricing, credit, tax, and inventory stay consistent.
Result: More control, fewer black boxes, and a stack that scales with your roadmap.
Path 3: SAP-centric if you are already invested
If your enterprise is standardized on SAP, the natural path is SAP Commerce Cloud with SAP CPQ and S/4HANA. The goal is the same. Make the rules explicit. Keep data aligned. Use governance to protect scope and budget. If this is your world, we can still keep the approach vendor-neutral and KPI focused.
The adjacencies that make M2B work
Every successful stack adds the same building blocks. The brand names vary. The needs do not.
CPQ for configurable products. This turns tribal knowledge into rules. Options that change dimensions, materials, or routing must be validated in software. Delivery dates should be promises, not guesses.
PIM for product truth. Keep attributes, assets, and workflows in one system. Feed the storefront, CPQ, and ERP from the same source.
Tax and compliance. Automate calculation and filings across regions. Price confidence collapses if tax is wrong.
B2B payments and net terms. Dealers expect terms. Bring underwriting, invoicing, and collections into the flow. Offer cards where they help, not as a crutch.
Search and discovery. Buyers need to find parts fast. Use a proven search service or run your own in AWS.
Identity and SSO. Enterprise buyers want single sign-on and role-based access. Map access to account hierarchies and approvals.
Observability and analytics. Instrument the flows. Watch success and failure rates for quotes, orders, and integrations. Report the KPIs that matter to leadership.
Two proven reference patterns
A. Platform-led with targeted extensions
Front end uses the platform storefront. Core B2B features cover accounts, price lists, quotes, and quick order. CPQ connects via API. PIM manages the product master. Tax and payments plug into native extension points. ERP and CRM integrate through iPaaS or AWS services. Governance keeps scope clean while you deliver value in short cycles.
B. Composable on AWS
Front end is a custom portal. Commerce core is API-first. CPQ is a dedicated service tied to product and routing data. PIM feeds all channels. Events flow through AWS primitives. Data contracts keep pricing, credit, tax, and inventory aligned across systems. The code lives in your repos. The cloud is yours.
How to choose your path
Start with your constraints and goals.
If speed to a reliable dealer portal is the priority, go platform-led.
If control and long-term flexibility are non-negotiable, go composable on AWS.
If your enterprise is already standardized on SAP, stay within that lane and apply strong governance.
In all cases, validate the choice with a small pilot. Pick one product line and one dealer or account. Run the full journey from configuration to invoice. Prove that the quote is accurate, the order syncs, the date is real, and the buyer can self-serve the basics. Use that data to plan the wider rollout.
What to measure
Executives do not need thirty charts. They need proof that the model is getting healthier.
- Time from RFQ to order
- Dealer self-service rate
- Order accuracy
- Fill rate and on-time delivery
- Contract price compliance
- Margin by channel
- Platform uptime
Review weekly. Adjust the backlog based on impact.
How Metrotechs helps
Metrotechs exists to make manufacturer-led commerce work at scale. We stay vendor-neutral. We focus on outcomes.
Commerce Health Check (2-3 weeks). Baseline systems and processes. Identify blockers. Deliver a prioritized plan tied to KPIs.
Platform and Data Architecture Strategy (4-6 weeks). Define a clean target architecture. Clarify data contracts. Select platforms without lock-in.
Performance Governance (retainer). PMO discipline that keeps scope, budget, and quality in bounds while we track the metrics that matter.
Own your workflows. Run on your cloud. Keep your data.
