WMS Pioneers Episode 9: Muscle, Speed, and Flow: Softeon’s 3PL Advantage
by Mike Catalino
In this episode of WMS Pioneers, Softeon CEO Jim Hoefflin and CTO Mark Fralick explore how Softeon helps third-party logistics (3PL) providers identify efficiencies, drive operational excellence, and unlock the power of enablement for both themselves and their end customers.
Why Softeon Loves the 3PL Challenge
Jim opens the episode by highlighting why Softeon is so deeply committed to the 3PL space:
“We love the 3PL market because it constantly challenges us. It forces us to be better, faster, more responsive, more scalable.”
Jim Hoefflin, CEO, Softeon
“When you’re supporting dozens of end customers through a 3PL, your impact multiplies. We have to deliver an industrial-grade solution that’s always there and always improving.”
This demanding environment has shaped Softeon’s DNA, pushing us to build tools, configurations, and operational expertise that benefit 3PLs and their end customers. With greater agility and more customizable workflows, everyone wins.
Building the Connective Tissue for Speed and Scalability
CTO Mark Fralick underscores how Softeon has built the “connective tissue” that accelerates onboarding and improves cross-site deployment:
“We help 3PLs get up and running faster. Our platform allows you to copy configurations, reuse site-specific logic, and standardize where it matters. Many other WMS vendors are still focused on solving functional basics, but we moved beyond that long ago.”
Finding Efficiencies Across a Diverse Client Base
Jim expands on how Softeon helps identify efficiencies across a 3PL’s diverse client base:
“The next generation of optimization is all about finding common workflows, especially for picking and fulfillment. If every client has a unique process, your labor flexibility drops. Standardization lets you shift your workforce more efficiently. You don’t want eight clients running eight totally different workflows.”
Configuration Flexibility Built for 3PLs
Another standout strength of Softeon’s platform is its flexible configuration engine, which enables tailored flows without the need for heavy customizations. As Mark puts it:
“A lot of legacy WMS platforms weren’t built with 3PLs in mind. We were and that gives us a huge advantage. Our customers can move faster without waiting weeks or months to customize basic workflows.”
Mark Fralick, CTO, Softeon
The Power of Enablement in Action
Softeon’s impact is most visible in how it enables transformation. As more 3PLs break free from restrictive legacy systems, they begin to realize what the power of enablement looks like.
Mark shares a recent example:
“A 3PL customer of ours was using a bulky table device for dimensioning. Using our enablement tools, they built a new flow around a Q-boid device. Just point and click, and the data is sent directly to the WMS. That kind of innovation becomes a differentiator.”
Tune in to the full episode to hear more insights from Jim and Mark and discover how Softeon is helping 3PLs turn complexity into competitive advantage.
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