The biggest benefit of bypassing intermediaries is higher margins and the ability to build direct relationships with customers, gaining first-hand market insights. However, the cost is that you must take on the work previously shared by wholesalers or distributors: customer service, quoting, order tracking, and split shipment management. In practice, the most common bottlenecks for manufacturers going direct-to-B2B are: inability to provide quick custom quotes, lack of system support for order-to-shipment processes leaving sales staff overwhelmed, and difficulty managing numerous accounts simultaneously. The Ovation Medical case study in the article shows that after implementing an appropriate digital platform, sales representatives can manage double the number of customers, freeing up time for new customer development. The key preparations are: tiered account pricing mechanisms, digitized order-to-shipment workflows, and a system that enables sales to quickly access account information.