From Workflows to Intent: How AI Agents Are Reshaping Procurement Tech

Over the past year, many of the most substantive conversations I’ve had with CPOs, CIOs, and leaders at start-ups and growth-stage technology companies have revolved around a common, often unstated question: What happens to enterprise software when users no longer interact with it the way it was designed to be used?


For procurement leaders, this question surfaces around control, trust, and accountability.
For technology providers, particularly those building and scaling solutions, it surfaces around differentiation, relevance, and long-term value creation.

That convergence is why I view AI agents as one of the most consequential trends in enterprise B2B technology today. Not because of the novelty of large language models, but because of what they represent: a structural shift in how intent, data, and decision-making come together. For procurement and supply chain leaders, this shift is no longer theoretical. For technology providers, it is becoming a defining strategic test.

Early in my career, I remember working with Ariba Operating Resource Management System (ORMS) – (yes this is what it was called 😀 ) at a time when workflow was emerging as a true competitive differentiator. What set it apart was not simply functionality, but visibility. The workflow designer made approval paths tangible — POs, requisitions and any electronic or Eform could be modeled, demonstrated, and understood visually in term of approval state.

At the time, this was a sharp contrast to solutions like SAP SRM, which often struggled to show even basic approval processes in a way business users could clearly grasp. That lack of visibility mattered. Buyers hesitated when they could not see how work actually moved through the system. This workflow visibility combined with reporting became a game changer. It shifted buying decisions because it reduced ambiguity and increased trust. Users did not just assume the system worked—they could see how it worked.

That moment is worth remembering, because the pattern is repeating.

Enterprise software has historically evolved by layering on more capability — more workflows, more configuration, more dashboards. When adoption lagged, the response was better UI/UX, better design and not a fundamental rethink of interaction of humans and computers.

Generative AI and AI agents change that equation. Instead of learning systems, users increasingly express intent: Where am I exposed to supplier risk? What should I renegotiate next? How do I protect margin without disrupting supply?

What makes this shift unavoidable is convergence. Mature LLMs, accessible agent frameworks, enterprise-grade security tooling, and years of accumulated structured and unstructured data have all matured at the same time. The result is a new interaction model that feels as significant as the move from command lines to graphical interfaces—and arguably more disruptive.

Traditional procurement platforms were designed around processes. Users navigated workflows, followed steps, and consumed outputs through reports and dashboards.

Agent-driven interaction reverses that logic. The user starts with the outcome. The agent interprets intent, reasons across structured and unstructured data, invokes workflows across systems, and returns a recommendation—or executes it.

For CPOs, this lowers friction but raises stakes. Decisions happen faster, but they also risk becoming opaque if not governed correctly. Just as workflow visibility once built trust, explainability will now define it.

As this shift accelerates, CPOs should anchor their technology strategy around four critical questions:

1. Where does decision authority sit—human or agent?
As agents recommend suppliers, flag risks, or trigger actions, CPOs must define where automation is acceptable and where human oversight is mandatory. This is not a configuration issue; it is a governance decision.

2. Can the system explain its recommendations in business terms?
Trust will determine adoption. If an agent cannot clearly articulate why a recommendation was made—what data it used, what assumptions it applied, and what trade-offs it considered—CPOs will hesitate to rely on it for material decisions.

3. How effectively does the platform reason across fragmented data?
Procurement decisions increasingly depend on unstructured inputs—contracts, supplier communications, market intelligence, ESG disclosures. Platforms optimized only for structured ERP or S2P Suite data will struggle as agents become the primary interface.

4. What happens to the procurement operating model?
As agents automate analysis and execution, procurement roles shift toward exception management, supplier strategy, and value orchestration. Skills, roles, and accountability models must evolve accordingly.

The Ariba ORMS example is instructive for today’s technology providers. At that time, workflow visibility—not just workflow capability—became the differentiator. Today, AI agents face a similar test. The foundational components of agent-based systems are rapidly commoditizing. LLMs, orchestration frameworks, vector databases, and enterprise AI tooling are broadly accessible.

Differentiation will not come from having an agent, but from what sits beneath it:

  • Embedded domain intelligence, not generic automation
  • Decision governance and explainability, not black-box outputs
  • Outcome reliability, not surface-level AI features

Providers that cannot clearly show how decisions are made will face the same skepticism once directed at opaque workflow engines.

The long-standing suite versus best-of-breed debate does not disappear — it evolves.

Suites benefit from unified data models and end-to-end process visibility, enabling agents to reason across sourcing, contracting, planning, and execution. This supports broader orchestration but may dilute depth.

Best-of-breed solutions retain an advantage in specialization and analytical rigor. However, without a compelling agent narrative, they risk becoming invisible components under a higher-level orchestration layer.

For CPOs, the right question is no longer “Which solution is better?” It’s “Which ecosystem enables agents to deliver trusted, explainable outcomes across the wider source to pay value chain?

Prompts and prompt design will become the dominant interaction surface—but they will not be the competitive advantage.

Two platforms can receive the same prompt and deliver very different outcomes based on data architecture, reasoning logic, governance rules, and embedded expertise. So as interfaces fade, decision quality becomes the new battleground.

  • For CPOs, the mandate is clear: demand transparency, accountability, and control.
  • For technology providers, the challenge is sharper: prove that your platform still matters when the screen no longer does.

The interface may disappear. Strategic relevance cannot.

For start-ups and growth-stage technology providers, the move toward agent-based interaction creates both opportunity and confusion. The market is crowded with vendors leveraging similar AI tooling, making differentiation increasingly difficult. Liberis Consulting works with technology companies that recognize this moment as a strategic inflection point. We help providers:

  • Define where intelligence truly lives within their platform
  • Design agent strategies that prioritize explainability, trust, and control
  • Align product direction with how CPOs evaluate value and risk
  • Position effectively against suites and adjacent competitors
  • Translate technical capability into clear, credible market narratives

Just as workflow once separated leaders from laggards, agent intelligence will now determine who shapes the next generation of procurement technology. Liberis Consulting helps ensure your platform is on the right side of that divide.

 Learn more at  Liberis Consulting.



Strong Tech, Slow Growth: Closing the Messaging Gap in the Age of Rapid Tech Cycles

Technology cycles have been collapsing for years — and the impact of AI has only accelerated that pace. Companies aren’t just delivering more value; they’re delivering it faster. Lower barriers to entry let new players target niche use cases, scale quickly, and then expand into broader categories to challenge incumbents.

Take Treefera. They started with first-mile supply chain transparency, then rapidly expanded into commodity tracking, geospatial analytics, and compliance automation — quickly threatening established providers reliant on lagging, self-reported data. Their speed highlights a broader truth: innovation now moves faster than most markets can absorb.

And that’s where messaging becomes critical. In this era of compressed technology adoption, a strong product isn’t enough. If your story doesn’t evolve with the value you’re delivering — and at the speed you’re delivering it — buyers won’t keep up. Growth stalls, competitors gain ground, and the messaging that carried you to $20M won’t get you to $50M and beyond.

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In past cycles, companies could ride a stable message for years. Early adopters tolerated rough edges, gave feedback generously, and allowed the story to evolve while the product matured.  Today, that luxury is virtually gone.

  • Markets shift fast
    New regulations, economic shocks, or disruptive competitors can reset priorities almost overnight. What mattered in Q1 may be irrelevant by Q3 — and messaging that doesn’t keep up risks sounding tone-deaf.

  • Products evolve faster than stories
    Feature velocity has outpaced narrative velocity. Engineering keeps shipping, but the story stays frozen. That gap creates confusion: innovation is invisible, misunderstood, or dismissed.

  • Buyers arrive more skeptical
    Committees are bigger, better informed, and less forgiving. Thanks to AI, competitive comparisons and peer reviews are just a click away. By the time your team connects, buyers expect clarity, differentiation, and proof — not promises.

The result is messaging debt. Like technical debt, it builds quietly, slows everything down, and gets harder to fix the longer it lingers — leaving an open lane for competitors to move in.

Here’s the thing: stale messaging doesn’t announce itself. It creeps in, showing up as small cracks that widen over time — until growth erodes and eventually flatlines.

What does that look like?

  • Deals drag. Win rates slow, sales cycles stretch, and “no decision” quietly becomes your biggest competitor. Buyers don’t say your product isn’t valuable — they just can’t connect your story to a problem urgent enough to solve right now. What should feel like momentum instead feels like friction.

  • The story fractures. Sales, marketing, and product each put their own spin on the pitch. The founder’s sharp, memorable narrative gets watered down and reinterpreted until every team is telling a slightly different story. The result? Confusion in the market and wasted energy internally.

  • Competitors steal your edge. Rivals borrow your language, dress it up as their own, and erase the differentiation you once owned. What felt bold when you launched now sounds like table stakes. Without a clear, distinct message, you’re forced into price wars or feature fights instead of winning on value.

  • Innovation goes unseen. Your product keeps evolving, but the market still sees you through yesterday’s lens. New capabilities never get credit because the story hasn’t caught up. The gap between what you’ve built and what buyers perceive only widens, leaving revenue on the table.

These cracks may start small, but left unchecked, they compound. Deals stall, teams misalign, competitors catch up, and even your own innovation becomes invisible. Stale messaging isn’t just a marketing problem — it’s a growth problem.

As the Cranberries once asked, “Do you have to let it linger?” Messaging that’s treated as a one-and-done exercise always breaks down. And in our work, we’ve seen those breakdowns consistently fall into four distinct gaps — the most common ways messaging stops connecting.

  • The Clarity Gap
    Stories accumulate complexity over time. Features pile on, acronyms sneak in, and what was once crisp becomes muddled. Buyers nod politely but can’t repeat your value back in their own words. The moment champions can’t pitch you internally, momentum stalls — not because your product lacks value, but because the message is too tangled to travel.

  • The Relevance Gap
    Markets don’t sit still. New regulations, shifting budgets, or trends like AI adoption change what matters to buyers almost overnight. A message that once hit the mark now feels out of step. When your story doesn’t map to current priorities, you sound dated — and buyers tune out, even if your product is a perfect fit.

  • The Differentiation Gap
    Competitors are listening, too. They borrow your language, dress it up, and erase the edge you once had. What was bold now feels generic. Without a distinct narrative, you’re left competing on price, incremental features, or discounts — a race to the bottom rather than a story that commands value.

  • The Adoption Gap
    Even the sharpest messaging falls apart if it isn’t used consistently. Sales improvises, marketing spins their own angle, product talks features in isolation. The founder’s pitch gets bent out of shape until every function is telling a different story. Misalignment erodes trust with buyers and drains energy internally.

When these gaps start to show, they rarely fix themselves — they widen. Left unchecked, they slow growth, sap alignment, and hand competitors the advantage. Closing them requires a deliberate refresh of your story so it’s clear, relevant, differentiated, and consistently told.

At Liberis Consulting, we believe messaging isn’t copywriting. It’s strategy. It’s the connective tissue between your product, your market, and your revenue growth.

Our approach is built on four core principles:

  • Outside-In First
    Messaging starts with the buyer’s reality, not internal assumptions. We ground everything in customer language, competitive context, and market priorities.

  • Collaborative Alignment
    Messaging only works if sales, marketing, product, and leadership share it. We bring cross-functional teams together to co-own the story.

  • Iterative Validation
    Messaging isn’t a one-and-done exercise. It has to be tested in the field, tuned to buyer reactions, and reinforced over time.tory.

  • Strategic Asset
    Strong messaging isn’t just a pitch deck. It’s a durable, repeatable narrative that unlocks velocity across the entire GTM engine.

We’ve published a playbook on sharpening your messaging – Sharpen Messaging to Improve Sales Outcomes – showing exactly how to connect your value to buyers. Built for B2B product marketers, it’s a step-by-step resource with ready-to-use templates to help you craft an outside-in messaging strategy that resonates.

At Liberis Consulting, we’ve helped B2B teams sharpen their message to accelerate growth, align teams, and compete with confidence.  When your story starts to slip, we help you refresh it.  Contact us at Liberis Consulting and let us help you build a clear and consistent messaging framework that drives results.

Build for the Job, Package for the Buyer

When I went through Pragmatic Marketing, they emphasized a market-driven approach to product development, teaching how to design products based on customer needs and addressing real market problems that are urgent and pervasive.  Those principles still hold today; however, I would like to think about it more precisely through the Jobs-to-Be-Done (JTBD) lens.   

German-born American economist and professor at the Harvard Business School, Theodore Leavitt, coined the phrase, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” This statement still rings true today, especially in technology and software. Your customers don’t just want a product; they want to solve a problem, complete a task, or achieve an outcome. Understanding those jobs is essential for building the right solutions. 

However, how you sell those solutions should align with how your audience makes purchasing decisions.

Build Your Product For the Job

Your customers aren’t looking for a list of features – at least not yet.  They’re looking for something that helps them accomplish their goals more effectively. When you build your product around the job they are trying to complete, you ensure you’re addressing real problems.  

When companies need a payment solution, they aren’t just looking for “payment processing.” That’s too broad and doesn’t capture their fundamental objective. They want to monetize transactions, reduce churn, and streamline reconciliation—those jobs they need to get done.

As a payment provider, you could offer an API and let your customers figure out the rest. However, that approach assumes that payments are the end goal rather than a means to achieving something more significant. Instead, if you design your solution around the jobs your customers are trying to accomplish, your product becomes significantly more valuable and more challenging to replace.

Thus, if the “job” is to reduce churn because customers are leaving due to failed payments or high dispute rates, an innovative payments provider will build a product with intelligent retry logic, subscription billing optimization, and dispute management tools.  

Package Your Offering For The Buyer

While your product should be built around the job to be done, your packaging strategy should reflect how your customers evaluate, buy, and ultimately consume solutions. This is where audience segmentation is so important. Once you master how your audience segments, you can package up and price your offerings designed to yield the most significant amount of value.  

Let’s use a specific job to illustrate—ensuring a project stays on task and under budget. This is a fundamental job across businesses. However, how the job is approached and what solutions are required varies dramatically depending on who is trying to get the job done, the project team size, the complexities involved, etc.

A small boutique agency will most likely need a lightweight, affordable solution that’s easy to implement without dedicated IT or project managers. However, an enterprise, like a Fortune 500 construction company, needs robust controls, advanced reporting, administrative rights, and deep integrations with financial and resource management systems. 

Suppose you’re a SaaS company serving both segments in this example. In that case, your audience segmentation determines how you package, price, and sell your product to ensure you meet their needs while maximizing the value you can extract.

For small businesses, you’ll probably package a self-serve, low-touch version. However, for enterprises, your focus may shift to land-and-expand. Start with the core project management tool, then upsell advanced budgeting, automation, and enterprise-grade security.  

So how do you think about a packaging strategy?

1. Start by understanding your customer and how they may cluster

  • Company Size & Maturity (Small business vs. enterprise)
  • Use Case (Basic task management vs. full project portfolio management)
  • Job-to-Be-Done (JTBD) (Different customers may need different outcomes from your product)
  • Buying Process (self-serve vs. high-touch sales-led)

Example: Slack offers a free, self-serve version for small teams but packages enterprise features (security, compliance, admin controls) for larger companies that require IT approval.

2. Identify Your Core Product vs. Add-Ons Not every customer needs everything. You should package features in a way that aligns with progressive value realization.

  • Core Product: The must-have functionality that helps customers accomplish their main job-to-be-done.
  • Add-On Modules: Specialized features for customers who need more advanced functionality (analytics, automation, integrations, compliance).

Example: HubSpot offers a free CRM (core product) but charges for marketing automation, sales enablement, and customer service tools as add-ons.

3. Align Packaging to Value Levers. Customers evaluate software based on how it’s presented and priced.  Consider:

  • Good-Better-Best Model: Offer tiers (e.g., Starter, Pro, Enterprise) where each level increases in functionality and value.
  • Usage-Based or Per-User Pricing: If your product grows with usage, consider a scalable model (e.g., API calls, storage, transactions).
  • Feature Gating: Keep entry-level plans attractive while incentivizing upgrades with premium features.

Example: AWS offers basic compute services for free but monetizes heavily through advanced add-ons like AI, analytics, and storage scaling.

4. Map Packaging to Go-to-Market (GTM) Strategy,

Your GTM approach should align with how customers buy:

  • SMB & Self-Serve: Low-cost, freemium models, in-app upgrades.
  • Mid-Market & Sales-Led: Feature-based pricing with onboarding support.
  • Enterprise: Custom pricing, white-glove service, deep integrations.

Example: Monday.com starts with self-serve teams but expands into enterprise accounts through dedicated sales and customer success teams.

5. Nail It Before You Launch It – Test, Iterate, Optimize. We live in a digital world where your feedback loop is almost instantaneous. Use that to your advantage and test your packaging strategy—it should never be static, it should evolve based on data. Things you can track to evaluate the efficacy of your packaging strategy:

  • Adoption rates per package
  • Conversion rates from free → paid → premium tiers
  • Churn rates based on feature access
  • Customer feedback on feature gaps

The Takeaway?

Same job, different buyers = different solutions, messaging, and go-to-market strategies. Nail audience segmentation early, and you can optimize product fit and your company’s long-term growth.

Bringing It All Together

Success in B2B markets comes from mastering this duality: Build solutions around the jobs your audience needs to get done. Package and price them based on how your audience buys and their perception of value

Many companies get one of these right but struggle with the other. They either build a great product but fail to package it effectively, or they package solutions well but lack deep alignment with customer needs. The best companies excel at both. Ready to elevate your product marketing strategy? Contact Liberis Consulting today and make your innovation resonate where it matters most—with your customers!