Future-Proofing Northeast Wisconsin manufacturing

Jen Fietz

Guest Columnist

December 29, 2025

In this time of economic uncertainty, businesses are being challenged to rethink the way they operate and adapt to shifting market demands and pressures. 

Inflation and high operating costs are creating major challenges for businesses across the country, especially in the manufacturing sector.

With profitability at risk, traditional growth strategies might be insufficient for companies to succeed.

Manufacturers may need to rethink old habits and consider addressing systemwide inefficiencies, creating better alignment within teams, strategies and technologies.

The manufacturing sector is entering a period of heightened financial pressure driven by a combination of global supply chain disruptions, tariff impacts, a tight labor market driving up wages and rising energy prices.

Beyond inflation, operational expenses for maintenance, regulatory compliance and transportation continue to climb, squeezing already tight margins even more.

These rising costs are not isolated and appear to be part of a broader shift, resulting in many manufacturers looking to technology for solutions to combat these struggles.

Though technology can accelerate workflow in areas like automation, data analytics and other digital areas, it is not a silver bullet approach to revenue growth.

Regional data from the Northeast Wisconsin Manufacturing Alliance shows a shift, with the percentage of manufacturers planning for Industry 4.0 integration more than doubling since 2019.

Investments in industrial Internet of Things (IoT), generative artificial intelligence (AI) and cybersecurity are surging, driving a parallel demand for skilled workers like automation technicians and data analysts.

However, what many companies lack is a fully developed integration plan.

Even with advanced technology and skilled teams in place, systems can’t reach their full potential without seamless integration.

Manufacturers may need to go beyond just adopting new technology and address underlying inefficiencies to align their teams, systems and strategies.

This could be the key to unlocking sustainable revenue growth and achieving full potential.

Despite growing external pressures, one of the biggest challenges Wisconsin manufacturers face comes from internal inefficiencies.

Misaligned teams, disconnected systems and outdated processes can quietly pull operations off track, and it happens so subtly that it is easy to miss.

Fragmented teams often operate within their own silos, which can prevent communication between departments.

This lack of alignment from various teams can result in duplicated efforts, lost opportunities and misallocated resources.

For example, a company’s sales group might pursue aggressive growth targets without properly coordinating with the operations team.

Because there was no set of unified goals between these teams, the product was overproduced, resulting in excess inventory that tied up capital. 

Disconnected systems

Another major obstacle manufacturers often find themselves up against is disconnected systems, especially as companies try to blend legacy technology with new digital tools.

It’s rare that older infrastructure can communicate seamlessly with new technology, and this creates data silos and delays in decision-making.

Oftentimes, information can be trapped in one system and is inaccessible to the people who need it most, slowing response times and hindering efforts to capitalize on market trends.

Outdated processes often result in a reactive approach in which companies respond to challenges by making ad-hoc investments or quick fixes rather than addressing the foundational inefficiencies. 

Stoke RGA assisted a manufacturer whose recent transformation shows the necessity of tackling these challenges head-on.

A mid-sized manufacturer, once reliant on traditional sales methods and word of mouth, was finding it increasingly difficult to reach modern buyers and keep pace with digitally savvy competitors.

With no inbound marketing, lead generation systems or customer relationship management (CRM) system in place, they struggled with fragmented teams and missed opportunities. 

Recognizing the need for a new approach, the leadership team partnered with Stoke RGA to launch a comprehensive growth transformation.

Over 18 months, they developed a fully integrated revenue growth strategy that unified functions across the business.

The strategy introduced content marketing, targeted digital ads, search engine optimization (SEO) and a modern CRM system.

Organizational changes included an updated customer service experience via a new portal, an updated employer brand and a newly established internal sales support team.

This realignment fostered collaboration throughout the organization.

The results were striking: in just 18 months, the strategy delivered 2,000-plus new digital leads and more than $1.2 million in sales from digital channels.

Internally, shared tools and processes enabled sales teams to identify and prioritize promising prospects, fundamentally transforming the company’s ability to grow in the constantly evolving manufacturing sector.

This success story highlights why improving internal systems, as opposed to relying solely on external solutions, is a way for Midwest manufacturers to future-proof themselves against economic pressures.

As manufacturers look toward the future, it’s easy to see why building long-term resilience is essential for success.

Companies should be able to do more than just weather current challenges – instead, proactively address internal inefficiencies that are hindering sustainable growth.

By focusing on strategic alignment and integrations, businesses can position themselves to thrive in an increasingly complex economy. 

Key strategies for success, overall growth

Fostering collaboration across departments is a critical first step.

For example, when sales forecasts are aligned with production planning, companies can significantly reduce costly excess inventory.

Additionally, integrating legacy systems, such as connecting IoT devices with Enterprise Resource Planning (ERP) platforms, provides the real-time operational insights needed for data-driven decision-making.

This enhanced visibility allows businesses to respond more effectively to market changes, such as fluctuating demand or rising input costs.

Lastly, a forward-thinking growth plan, built on a thorough audit of current processes, can help enable manufacturers to streamline workflows and optimize supply chains, offsetting rising costs while maintaining operational agility for years to come. 

Long-term, sustainable growth in manufacturing depends on building systems and processes that anticipate change, rather than just reacting to challenges.

When companies prioritize strategic alignment and forward-thinking planning, they lay a foundation that supports innovation, agility and lasting success.