How Aleran and Technology Coast Partners (TCP) Are Digitizing Supply Chains & Transforming B2B Selling
For many mid-market manufacturers, the promise of digital transformation has remained just that – a promise. Despite increasing urgency around eCommerce, AI, and data-driven demand planning, the reality on the shop floor remains fragmented, analog, and slow to adapt.
The problem is not ambition. It’s alignment.
Manufacturers have historically struggled to create digital supply chains that connect demand to production because of the cost and complexity of data integration across multiple business systems.
For example, consider that up to 88% of industrial transformation programs stall due to unclear goals, lack of executive buy-in and poor cross-functional alignment, according to LNS Research.
And Gartner reports that manual processes, lack of system integration and overall sales complexity can increase B2B sales cycles by as much as 32%.
But perhaps most staggering: reports from Gartner and Forrester found that a $1B manufacturer can lose between $20M–$300M annually to inefficient quoting, pricing, and sales operations.
That’s why the partnership between Aleran Software and Technology Coast Partners (TCP) is gaining traction across the industrial sector.
Together, they offer a solution built not for theory, but for execution. TCP’s Open-AI-powered Fluent platform now gives Epicor Kinetic ERP customers access to real-time demand signals using Aleran’s Connected Commerce platform.
The result? A fully optimized supply chain powered by real-time sales data — enhancing forecasting accuracy, loweringcosts, andenabling faster responses to shifts in demand.
A Sector Overdue for Change
Mid-market manufacturers sit in a difficult position: large enough to require complex product configurations, yet too lean to support sprawling IT departments or multi-year deployments. The result is a digital gap—where quoting remains manual, systems don’t talk, and margin pressures continue to mount.
“Digital transformation in this space rarely fails due to the software,” says Ivan Rebolledo, Managing Partner at TCP. “It fails because it’s misaligned with the operational and cultural realities of mid-market organizations.”
TCP, with over 20 years of implementation experience, has developed a methodology purpose-built for this context: fast, cost-efficient deployments with an emphasis on executive alignment and user adoption.
Aleran: Purpose-Built for Industrial Complexity
When TCP evaluated commerce platforms, the choice was clear. Aleran stood out not only for what it promised, but also for what it delivered: a platform engineered to manage configurable products, complex pricing, and fragmented tech stacks—without customization bloat or vendor sprawl.
“Most eCommerce platforms were designed for retail,” Rebolledo notes. “Aleran speaks the language of manufacturing—engineering-driven, ERP-connected, and operationally grounded.”
Core capabilities include:
- Seamless integration with ERP and CRM systems
- Configurable CPQ tailored for complex industrial SKUs
- AI-powered quoting and product discovery
Making AI Work at the Mid-Market Level
AI is no longer an optional feature—it is a competitive requirement. But for many manufacturers, it still feels inaccessible: too technical, too abstract, too risky given limited data quality or in-house expertise.
Aleran demystifies this. Its AI is not general-purpose—it is industry-specific, embedded into core workflows, and focused on outcomes, not algorithms.
“You don’t need a team of Python developers,” Rebolledo says. “You need AI that understands your business. Aleran delivers that.”
From Fragmentation to Functional Orchestration
Modern manufacturers are increasingly asking the right questions:
- Why are our quoting systems siloed from our ERP?
- Why doesn’t our eCommerce platform inform demand planning?
- Why is selling still so hard?
The answer is structural: most companies are running disconnected tools never designed to work together.
Aleran offers a different model—a single platform that unifies sales, commerce, and planning into a coordinated system of execution.
“What was once considered ‘omnichannel’ is now simply how manufacturing needs to operate,” says Rebolledo. “If your customers can’t buy with ease, your entire value chain suffers.”
Advice to Manufacturers: Begin, but Begin Intelligently
Rebolledo offers three practical recommendations for manufacturers seeking to modernize:
- Start small, but start now. You cannot fix your data without first exposing the gaps.
- Invest in contextual platforms. Generic tools won’t deliver the ROI industrial firms need. Choose systems built for your vertical.
- Prioritize adoption. Technology’s success depends not on installation, but on use. The human factor is not optional, it’s foundational.
“Transformation is not a technology decision,” he emphasizes. “It is a strategic one. And the right partners make all the difference.”
The Future of Manufacturing Sales Is Already Underway
At Aleran, we believe manufacturers deserve software as engineered as the products they build. In partnership with TCP, we are redefining what’s possible—not with hype, but with hard-earned outcomes: faster quoting, connected commerce, and operational alignment built for the mid-market.
Transformation doesn’t need to be delayed. It needs to be deliberate.
Let’s build the future of industrial commerce—together.
Talk to an Aleran expert today.
