Order to Cash Salesforce NetSuite Rings Image credit Pixabay/The DigitalArtist has launched a new solution that addresses and automates the order-to-cash cycle within organisations. It connects CRM solutions that take orders with the backend ERP solutions that process orders and raise invoices. The solution automates the flow of information, including data and statuses, back to the CRM solution to inform Sales reps of progress.

The solution is already in use by customers such as Mixpanel and Udemy. It has helped reduce manual processing and improved accuracy with data flowing between systems automatically, reducing rekeying efforts. The solution also assists with reconciling orders and invoices. It ensures that sales and finance teams know what was ordered is delivered and invoiced.

Kara Barcelon, Corporate Controller at Mixpanel, commented, “After we introduced automation into our order-to-cash process, we noticed a 25% reduction in the manual effort required to complete a sales order. Instead of reconciling every order, my team now only needs to review incoming orders and make adjustments as needed. This process, in turn, has allowed us to refocus on other mission-critical financial and accounting projects.”

Automation needs a clear ROI

Automation is a buzzword that many organisations are leaping onto. However, there is a risk of failure without a clear ROI against an automation project. Ernst & Young estimated that 30% – 50% of robotic process automation projects fail globally. conducted research with Salesforce and discovered that 55% of organisations believed that solving the pain points of their quote-to-cash process would increase enterprise revenue by at least 5%. For those organisations with distinct CRM and ERP solutions, this automation can help solve that.

Rich Waldron, Co-Founder and CEO at
Rich Waldron, Co-Founder and CEO at

Rich Waldron, co-founder and CEO,, commented, “The unchecked proliferation of SaaS applications across the enterprise has driven departmental operations teams to low-code iPaaS solutions that give them the ability to transform fragmented processes into powerful business outcomes.

“With’s AI-augmented low-code platform, extensive library of connectors and the governance capabilities IT demands, finance teams who are intimately familiar with their O2C processes now have the flexibility, speed and control they need to solve their business issues and establish steady cash flows.”

Connecting CRM and ERP, Salesforce and NetSuite appears to have created templates to connect Salesforce and NetSuite in this first announcement. It lists four templates.

  • Salesforce Account to NetSuite Customer template: Updates Netsuite account data with information from Salesforce
  • Salesforce Opportunity to NetSuite Sales Order template: Maps data from a Salesforce “Deal won” opportunity to a NetSuite order
  • NetSuite Invoice to Salesforce Invoice template: Maps invoice data from NetSuite to Salesforce
  • NetSuite Payment to Salesforce Payment template: Maps payment data from NetSuite to Salesforce

Another advantage that has is that this hyperautomation package also takes advantage of the analytics the platform has. It means that organisations can track and measure the performance of this integration, proactively monitoring them through dashboards.

Enterprise Times: What does this mean

This solution from Tray connects two widely used applications with a reusable hyperautomation solution. It will allow companies to benefit from the work of others to connect the applications rather than having to manage and develop the processes themselves. Many will already have done so without the additional benefits of the Tray solution.

What will be interesting is the take up of the order-to-cash solution. Tray has omitted to publish the application’s pricing and whether it is sold separately from a more generic platform license. Further information is available on the Order to Cash Solutions Page.

The key advantage of this automation is that it enables organisations to scale. The pain points between CEM and ERP often lead to manual processes that do not scale well. The Tray platform not only automates the process, reducing errors, it also enables organisations to scale massively without increasing costs.


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