When Rootstock announced its acquisition of Praxis Solutions along with naming Praxis founder and Salesforce MVP Hall of Famer Ohad Idan as VP of product, it was more than a services expansion. It brought one of Salesforce’s most experienced manufacturing consultancies directly into the product engine of a native ERP.
For Rootstock, the acquisition strengthens its product strategy with lived operational knowledge and practical enhancements proven in real manufacturing environments. It also reflects a shift across the ERP industry toward platforms built around native extensibility, shared data models, and emerging agentic capabilities.
Reshaping the Product Roadmap
Praxis’ value comes from its technical expertise and front-line experience with manufacturers. “Praxis brings a level of Salesforce ecosystem expertise that’s incredibly valuable for ERP development,” Idan tells ERP Today. “Praxis consultants know the Salesforce Platform deeply, and we’ve spent years helping to customize and deliver solutions on it.”
This includes Salesforce MVPs, Trailblazer leaders, and former Rootstock customers who understand operational realities. “We’ve seen challenges up close, and we’ve helped build Salesforce-native solutions that solve these types of problems and interact seamlessly with Rootstock,” he says.
Idan’s transition from implementer to product leader gives him a clear sense of what customers want improved. “With years of hands-on implementation experience, and as a former Rootstock customer, I have areas in mind where improvements can have a real impact,” he says.
His priorities include streamlined workflows across planning, purchasing, inventory, and production. Praxis had already built enhancements such as modern lightning-native pages and strengthened cycle counting. Many of those improvements will move into the core product.
Unified Operational Platform, Agentic Automation
Although many manufacturers already run Salesforce for CRM, service, or forecasting, operational systems often sit elsewhere, which creates fragmentation.
“The biggest opportunity is to unify the operational lifecycle—from lead to cash, from planning to production and then to service—all on a single data and common user experience,” Idan says. Doing so reduces one of ERP’s persistent challenges: integrations that break, delaying information or creating inconsistent reporting.
Rootstock’s roadmap is leaning into agentic ERP—digital assistants that can help manage exceptions, adjust plans, and interpret signals across the operational lifecycle. “A big opportunity for agentic ERP is removing the operational noise that slows manufacturers down,” Idan adds.
Running on Salesforce gives ERP agents visibility across forecasting, orders, inventory, production capacity, and service. “This type of unified view enables insights and actions that traditionally required humans to manually interact with multiple systems,” Idan explains. He emphasizes thoughtful design over hype: “In a time when most software companies race to slap ‘AI’ on their products, real value comes from well-thought-out agentic interactions.”
The acquisition also brings Praxis into Rootstock’s Global Professional Services organization, tightening feedback loops between customers and engineering. Praxis strengthens Rootstock’s channels for community input by adding direct operational context.
“Praxis will play a key role in capturing customer feedback, validating ideas, and bringing customer-driven innovations to the product roadmap more quickly,” Idan says.
As enterprises accelerate cloud ERP adoption, aligning product, services, and customer insight is becoming a defining requirement for vendors across the industry.
What This Means for ERP Insiders
Ecosystem-native design is a strategic advantage. The integration of Praxis into Rootstock’s product leadership highlights how ERP providers are leveraging platform expertise to build solutions aligned with their architectural principles. Designing systems that reflect the tools and workflows of the ERP ecosystem is becoming central to how vendors set priorities and build long-term competitiveness.
Agentic ERP is shifting from concept to operational value. Rootstock’s focus on exception handling, planning intelligence, and cross-functional visibility shows how agentic capabilities are evolving into practical decision-support mechanisms. This signals a future in which ERP platforms are expected to provide contextual, data-driven agents that operate across domains rather than isolated automations.
Implementation insight is increasingly shaping ERP innovation. By bringing consultants into the product organization, Rootstock reinforces how real usage patterns are influencing ERP design. This mirrors a broader trend: customers want systems that simplify work on day one and reflect the realities observed by partners in the field. Ecosystem-informed product development is becoming essential for platforms aiming to support modern, composable operational models.
