Leads-to-Cash Software Stack: From First Lead to Cash
This guide is for founders and CEOs who want to see how their marketing, sales, finance and HR software fits together. It follows the path from first lead to cash collected, so you can spot where data gets re-keyed, where tools overlap and where the gaps are.
What's in the guide
- 111 platforms in 19 categories, organized across 6 stages from first lead to cash
- The six stages: generate demand, prospect and engage, win the deal, spend and pay, record, plan and retain, and people
- Where each tool sits in the revenue funnel, from leads and prospects to closed-won and cash
- Marketing automation, prospecting and enrichment, outreach, conversation intelligence and sales content tools
- The procure-to-pay flow: spend on card, capture the receipt, approve, pay the invoice, post to the ledger
- The finance core: ERP and general ledger, close management, FP&A, equity management and customer retention
- The employee lifecycle stack, from recruiting and onboarding to payroll, benefits and performance
- A gap analysis for AI-powered sales enablement, and four illustrative executive dashboards: marketing, people, sales leaderboard and HR
Questions this guide answers
What is leads-to-cash?
Leads-to-cash is the full path from first marketing contact through the sale, billing and cash collection, with every system feeding the general ledger. The guide maps the software used at each of its six stages.
How does the procure-to-pay process work?
In the guide's flow, spend goes on a card, the receipt is captured, the expense is approved under policy, the invoice is paid, and everything posts to the ledger.
Where are the gaps in AI for sales?
The guide's gap analysis points to limited understanding of AI capabilities, data privacy and security concerns, and too little training. It recommends aligning AI with business goals, investing in training and change management, and choosing tools that integrate.
What dashboards should an executive team look at?
The guide includes four sample dashboards: marketing, people, a sales leaderboard with win rates, and HR departmental metrics. The figures are illustrative.
Why does every system need to flow to the ledger?
Marketing and CRM, sales engagement, cards and expense, AP and payments, and payroll all create data that ends up in the ERP. The guide shows how each one feeds the general ledger, which is where bookings, spend and cash have to tie out.
How Strativ helps
Mark Sue helped create and taught the Finance & Accounting Technology (FATE) Certificate, and Strativ sets up finance tech stacks for growing companies. Strativ maps your current systems against the leads-to-cash flow, finds where data breaks between sales and finance, and connects the pieces so bookings, billing and cash tie out.
Request the full guide for the complete one-page reference, or book a call to talk through your situation.
