Thriving beyond tariff turbulence

Tariff shifts, geopolitical tensions, natural disaster, and demand volatility are no longer the exceptions in today’s world, they're the norm. These disruptions are arriving faster, lasting longer, and impacting global supply chains on a scale never seen before. When it comes to disruption in today’s fast-moving global landscape, leading organizations are asking a different kind of question—not "How do we survive?" but "How do we thrive?"

Modern supply chains are navigating increased complexity and tariff turbulence, but with the right tools and partnerships, modern supply chains also hold the potential for greater resilience and agility than ever before. From digital transformation to intelligent planning, the path forward is clear: adapt, innovate, and lead.

To relay what this transformation really looks like, we sat down with industry expert Greg Toornman, former global vice president of materials management, logistics and demand planning at AGCO Corporation. Currently, Greg Toornman is a strategic advisor with 4flow, bringing decades of experience in global materials management, logistics, and demand planning. His deep industry knowledge and hands-on leadership help organizations navigate complexity, drive supply chain transformation, and build resilience in the face of ongoing disruption. 

In this Q&A, Greg shares key insights, proven strategies and actionable advice for building a supply chain that’s not just ready for change—but built for it.

How can companies view supply chain disruption as a strategic advantage?

Greg: Supply chain disruptions can become strategic advantages when companies shift their mindset from reactive crisis management to a proactive, opportunity-seeking mindset. By building agile and resilient supply chains, leveraging real-time data for smarter decisions and strengthening strategic partnerships, businesses can navigate uncertainty more effectively. Disruptions can also spark innovation and open doors to new opportunities. Investing in digital tools that enhance visibility and enable dual sourcing or regional strategies further improves adaptability. Ultimately, companies that embrace disruption and use distribution as a catalyst for growth can improve efficiency, deepen customer trust and gain a competitive edge in the marketplace.

What does it mean to build a "resilient" supply chain today?

Greg: Building a resilient supply chain today means creating a cross functionally integrated organization built upon processes, structures, tools, systems and an operating culture that can anticipate, adapt and recover from disruptions while maintaining efficiency and competitiveness. A resilient supply chain isn’t just about surviving disruptions; it’s about thriving in uncertainty and turning challenges into opportunities.

How can technology like iTMS empower supply chain teams?

Greg: iTMS is a powerful logistics platform that enhances supply chain efficiency through predictive analytics, scenario modeling and real-time visibility. It enables end-to-end shipment management by providing a unified system to track deliveries from transportation order creation to destination, ensuring full transparency, accountability and cost effective. With AI and machine learning, iTMS optimizes route planning—reducing transit times, improving network performance and increasing delivery accuracy. It also enhances financial efficiency by automating invoices, contract management and freight cost reconciliation, helping prevent revenue leakage and allowing teams to focus on performance. Real-time alerts and geo-fencing features help logistics teams remain proactive in anticipating delays and make quick adjustments on the fly. Additionally, iTMS supports data-driven decision-making through advanced visualization and KPI tracking, enabling faster and more consistent operational choices. Unlike traditional 3PL setups, iTMS seamlessly integrates with a wide range of carriers, giving businesses more flexibility, lower costs and better coordination across the network. Altogether, it helps companies increase resilience, cut costs and operate smarter, more agile supply chains. 

Can efficiency and service quality go hand in hand?

Greg: Efficiency and service quality can complement each other when businesses create the right balance and alignment approach across functions. Smart automation plays a key role, with AI-powered tools and streamlined workflows reducing response times, there is more opportunity for personalized service. Customer-centric metrics ensure that speed doesn’t come at the expense of satisfaction by tracking KPIs that directly reflect customer experience. Empowering employees through training helps teams respond quickly while delivering high-quality, thoughtful service rooted in a customer-first mindset. Technology integration, such as real-time analytics, CRM systems, and AI chatbots, supports around-the-clock service without losing the human touch. Finally, companies that actively embrace customer feedback and continuously refine their processes can enhance both service and operational performance. The key is not sacrificing quality for speed but using technology, strategy, and training to make both work in harmony and in support of an organizations cross functionally “go to market” strategy.

What does it mean to "turn turbulence into transformation"?

Greg: Turning turbulence into transformation means embracing uncertainty and using challenges as catalysts for growth. Instead of seeing disruptions as setbacks, organizations can convert obstacles into opportunities to innovate, adapt and emerge stronger as they accept volatility as part of the new normal and are prepared to navigate turbulence.

Where should companies begin their transformation journey?

Greg: Companies should begin their supply chain transformation journey by focusing on essential foundational steps that enable long-term, integrated success. These core building blocks include:
 

By following these steps, businesses can turn supply chain challenges into competitive advantages and build a more resilient, efficient and adaptive network.