Revenue operations integrations and automations
The lead lifecycle, the pipeline and the path from a signed quote to cash, built as automations and integrations you can change without a deployment.
Almost everything here is a race against a person. A lead that reaches a rep on Thursday was worth more on Tuesday, a duplicate created this morning gets called twice this afternoon, and a quote that fails on the way to the ERP is discovered by finance at month end. The common failure is not the happy path, which everybody builds correctly. It is the record that matches nothing, the rule nobody wrote, and the queue that fills up where nobody is looking.
Built with Tray Headless
How to build lead import and validation
Validate before you write, quarantine the bad rows instead of dropping them, dedupe against what is already there, and keep the source.
Automation
How to build lead routing that assigns in seconds
Match the lead to an account first, evaluate rules in a fixed order, catch what they miss, and time it from arrival.
Automation
How to build lead-to-account matching
Domain first, then fuzzy name, then hierarchy, with a confidence score and a review queue for the ones that are close.
Automation
How to build lead enrichment that does not stall the queue
Enrich on a budget and a timeout, cache by domain, fall back between providers, and never hold a lead waiting for a field.
Automation
How to build lead deduplication and merge
Detect on a scored rule set, survive the merge with field-level rules, keep the activity history, and never silently reassign an owner.
Automation
How to build pipeline hygiene automation
Detect the staleness that matters, nudge the owner rather than the report, escalate on the deals that count, and measure whether it worked.
Automation
How to build a CRM to marketing automation sync
Decide field ownership before you build, sync deltas not everything, handle the person-versus-lead model gap, and break loops.
Integration
How to build a sales engagement to CRM sync
Log activity without flooding the timeline, suppress sequences on the accounts you must not touch, and keep one definition of engagement.
Integration
How to build a conversation intelligence to CRM sync
Write the few fields a rep will act on, keep every claim linked to its moment in the call, and never let a model set a close date.
Integration
How to build a quote-to-order integration
Approved quote to signed contract to booked order, with the approval state carried through and amendments handled.
Integration
How to build an order-to-cash integration
Closed-won to sales order to invoice to cash applied, as a CRM to ERP integration. Idempotent writes, a reconciliation loop, and
Integration
How to build a CPQ to ERP sync
Map the product catalogue as data, carry ramps and proration intact, keep both catalogues aligned, and fail loudly on an unmapped SKU.
Integration
How to build a billing to CRM sync
Put invoice and payment state where the account team works, without letting the CRM become a second billing system.
Integration
How to build subscription and entitlement provisioning
Turn a signed contract into working access on the day it starts, handle mid-term changes, and never let entitlement drift from what was sold.
Integration
How to build partner deal registration
Check submissions against pipeline in seconds, protect for a fixed window, expire visibly, and settle conflicts with a rule rather than an argument.
Automation
How to build a territory and quota sync
Apply a plan on its effective date, keep in-flight deals with their owner, and make coverage visible before anybody signs off.
Automation
How to build a commission data to payroll sync
Qualify transactions against the plan, show the working line by line, hold disputes without holding the run, and reconcile before it pays.
Integration
Guides for other teams
- Finance (8)
- Customer success (5)
- People operations (6)
- IT and security (7)
- Marketing (3)
- Data operations (5)
- Platform engineering (4)
- AI operations (8)
- Legal and compliance (5)