Lead-to-x describes the individual processes, and also demonstrates the lifecycle, from the first touchpoint when a lead is created to the downstream transactions and processes necessary to operate a business. This could be through opportunity or quote creation. It may also be downstream further into sales order processing, invoice generation, or all the way through cash application.

Below are the reference architecture scenario's we've encountered supporting over 250 Lead-to-X implementations:

  1. Lead-to-Quote
  2. Lead-to-Order
  3. Lead-to-Cash or Lead-to-Revenue


The lead is created in your CRM, converted to an opportunity. Sales massages the opportunity and generates a quote. This often occurs with a Configure, Price, Quote application like Apptus, Zuora for Salesforce, or Salesforce Quote-to-Cash.

If you make it easy for salespeople to generate contracts in the moment, they’ll be free to focus on their customer, rather than on administrative tasks. Whether you are currently using or considering technologies like Apttus or Salesforce CPQ, LeadTo can apply best practices formed across hundreds of L2C projects to ensure your success. We start by shadowing your team in the field to accurately document existing processes, then identify areas for redesign. We round out our Q2C projects with Change Management and Learning activities, so every user understands the newly updated processes and the solutions powering them.


Lead to Order, also referred to as L2O, is the set of business processes involved with acquiring the lead, converting to an opportunity, creating and securing the quote, receiving and fulfilling customer requests for goods and services.

Lead to Order is the actions required to deliver the products and services to fulfill customer orders. The L2O process encompasses the entire lifecycle of order fulfillment, involving numerous strategies such as inventory management, operations, and production. The process begins once a customer order is received. Once the order has been processed, the next steps include strategizing your supply chain on how to get products out of stock or manufacturing, preparing products for shipments, and delivering it to the customer.

This is often the point of integration with an ERP system for the general accounting functions. A successful order to cash process is vital to a successful business.


Once the product has shipped successfully or been provisioned, the final stages of L2R progress is through invoicing the customer, collecting payments, and recording the revenue in your general ledger (back end ERP).

Most often, there is an integration with a accounting system like Oracle/NetSuite, Intacct, Financial Force, or a comparable ERP.




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