Does your B2B tech stack feel more like a collection of disconnected tools than a well-oiled machine? Are your ERP, WHM, ecommerce, CRM, finance, fulfilment, POS, systems not talking together as they should? 

These aren’t just IT issues, they’re business blockers that sap efficiency, customer satisfaction and your revenue potential. And they can’t be fixed by patching systems together or throwing people at the problem.

From silos to scale, the B2B integration challenge

With complex buying cycles, multiple stakeholders, custom pricing/fulfilment rules, and high-touch customer expectations, B2B companies are under pressure to move faster, sell smarter, and serve customers better.  

But many are being held back by familiar roadblocks. Legacy systems, siloed data, and manual workarounds may have worked in the past, but they don’t cut it when buyers expect real-time responses, personalised discounts, and seamless fulfilment.

A recent Bain & Company report indicates that 70% of businesses struggle to integrate their sales strategies into their revenue tech stack, limiting their ability to grow. Those that seek to exploit AI to improve performance are also being held back. Over half of B2B organisations admit they lack the data infrastructure to effectively harness AI, citing fragmented, low-quality datasets as a major challenge.

B2B commerce needs infrastructure that’s agile, scalable, and built for cross-functional collaboration. 

According to McKinsey & Co, to win in the new omnichannel world, B2B sales organisations must orchestrate, integrate, and personalize. It’s a clear call for iPaaS (Integration Platform as a Service). 

iPaaS offers a smarter, scalable way forward, connecting your systems, automating workflows, and removing the friction that slows B2B growth.  Connecting platforms across internal and external ecosystems, it orchestrates smoother workflows and enables real time data sharing and seamless inter-functional collaboration. 

But here’s the best bit, it does it without the time, cost and skill set required by custom development.

Making a difference in the real-world

Companies like The Industrial Service Group (ISG) and Supplyline Medical have already made the shift. Their stories show why iPaaS integration isn’t an optional extra but a modern B2B business imperative.

ISG

ISG, a leading U.S. provider of industrial solutions, found itself constrained by its fast-growing, but fragmented ecommerce ecosystem. Operating across BigCommerce, NetSuite, and HubSpot, ISG’s systems weren’t talking to each other, leading to manual data entry, delayed workflows, and scaling bottlenecks. By partnering with digital agency Codal and integrating Patchworks’ iPaaS, ISG automated 22 key workflows, enabling real-time syncing of orders, customers, products, and deals. The transformation was dramatic: over 3 million operations processed in a single quarter, zero manual staging required, and a backend primed for future growth.

Read the full case study here

Supplyline Medical

Supplyline Medical, a B2B supplier of surgical products, faced similar integration challenges. Its backend systems, Shopify B2B and NetSuite, weren’t in sync, leading to data lags, inventory errors, and inefficiencies that hindered scalability. Working with ecommerce agency Bemeir, Supplyline implemented Patchworks to connect their systems and automate data flows. The result was a leaner, real-time operation with accurate sales and inventory data, made possible through Patchworks’ low-code interface, ideal for B2B teams without deep technical resources.

Read the full case study here.

Why iPaaS is a must-have for modern B2B

These examples show that iPaaS doesn’t just solve IT problems, it boosts operational performance, customer satisfaction, agility and efficiency. Here's some other reasons why it's a tech-stack “must have” for B2B growth:

1. Complex buying journeys require seamless systems
   Today’s B2B buyers expect the same speed and convenience as B2C consumers. With long buying cycles and multiple decision-makers, disconnected systems lead to missed opportunities, inconsistent experiences, and loss of trust. iPaaS ensures data flows smoothly between systems (e.g. CRM, ERP, ecommerce, finance) giving your teams the information they need to support and convert leads at every touchpoint.
   
   
2. Manual work is a growth killer
   Manual processes don’t scale. Businesses like ISG and Supplyline Medical eliminated inefficiencies by automating workflows through iPaaS, freeing up time for higher-value activities while improving accuracy.
   
   
3. Low-code, high agility
   With no-code/low-code interfaces, iPaaS platforms like Patchworks allow your teams (or your partners) to make changes quickly, without the bottleneck of developer backlogs. This agility is crucial as markets evolve, and customer demands shift.
   
   
4. Bridging legacy and modern systems
   Many B2B businesses aren’t ready to rip and replace legacy infrastructure. iPaaS acts as a bridge, connecting old systems with modern tools, enabling transformation without disruption and with an eye to the future.
   
   
5. Data-driven decisions need unified data
   You can't personalise offers, streamline approvals, or optimise pricing strategies without clean, real-time data. With iPaaS, all systems stay updated and aligned, creating the foundation needed for immediate decision-making, and AI-readiness.

Lessons learned: what ISG and Supplyline prove

Scalability needs infrastructure.
Both companies saw dramatic operational improvements after integrating with Patchworks, showing that iPaaS is key to growth and optimisation without disrupting existing B2B systems.

Customer experience depends on backend integration.
Fast fulfilment, accurate data, and seamless order management all rely on a well-connected tech stack.

Speed to change is a competitive advantage.
The ability to modify and scale your integrations without custom development gives you the flexibility to adapt faster than your competitors.

It’s time to take B2B from piecemeal to powerhouse

Too many B2B organisations are held back by disconnected systems, outdated processes, and siloed data. As ISG and Supplyline Medical have shown, iPaaS offers a clear path forward. It’s the difference between a fragile, piecemeal setup and a unified, scalable ecosystem built for the demands of modern B2B commerce.

If you're serious about improving customer experience, enabling operational excellence, and setting your business up for scalable success, your tech stack needs an iPaaS.

Our team can show you how

Arrange a demo or discover more about Patchworks iPaaS here.

References:

ISG Case Study – Patchworks

Supplyline Medical Case Study – Patchworks

McKinsey – The New B2B Growth Equation

Bain – 70% of Companies Struggle to Integrate Sales Tech