Lead-to-Order (L2O)

What is Lead-to-Order? 

Lead-to-Order (L2O) is an end-to-end approach to managing the customer lifecycle. It integrates Sales, Order Management, and Product Delivery for a seamless customer experience and efficient sales and fulfillment cycle. Implementing lead-to-order management ensures effective measurement of business performance throughout the customer lifecycle and insights into inefficiencies that may impact revenue growth.  


  • L2O
  • LTO
  • Lead-to-order management
  • Sales cycle

Lead-to-Order Management

Managing lead-to-order as an end-to-end business process helps organizations manage leads, improve conversion rates, and generate more accurate quotes that convert to closed-won deals. An integrated system ensures companies can track their sales performance and its impact on revenue. It also helps measure the efficiency and effectiveness of marketing, sales, and finance operations.

Below is the lead-to-order process flow that connects the stages of the customer lifecycle:

Sales Opportunity Management

The L2O process begins with acquiring and qualifying leads. After the lead has been qualified and the sales rep determines that an opportunity exists to close a deal successfully, the prospect moves to the Opportunity stage of the pipeline. The potential customer is then nurtured throughout the opportunity management process.


In the course of sales conversations, the prospect discusses their budget, purchase timeline, and product/service requirements with the sales rep. The salesperson then prepares a quote and generates a formal proposal or digital sales room. The negotiation and approval stage may involve many stakeholders on both sides of the deal; however, automated workflows within CPQ software and templated sales proposals and contracts can streamline the process.

Order Management

Once the deal is closed-won, the order desk verifies the order details, BOM, CAD drawings, or other product configuration requirements from the quote. The order is then placed and sent to fulfillment or engineering if it’s a custom-manufactured product. 


Once the order is placed, an invoice can be created and sent to the customer. Within the billing platform, invoices can be tracked, subscriptions can be managed, and accounts receivable can follow up on late invoices

Service or Product Delivery

An end-to-end L2O process also manages service or product delivery based on the product or service configuration, customer specifications, and order details.

Lead-to-Order KPIs

Lead-to-order KPIs are performance metrics used to measure a company’s effectiveness in turning leads into orders. These KPIs provide insight into the success of a company’s sales, marketing, and customer service teams in converting prospective customers into paying customers. By tracking these key performance indicators, companies can assess their effectiveness in targeting potential customers and delivering on their promises.

Some common lead-to-order KPIs include:

  • Lead response time: This measures the time it takes for a sales or customer service representative to respond to an inquiry from a potential customer. Keeping this metric as low as possible indicates that representatives are responding quickly and efficiently, which will lead to higher conversion rates.
  • Lead conversion rate: This is the ratio of total leads received compared to total orders generated over a certain period of time. A high conversion rate shows that the company is effectively targeting its prospects and ensuring they become customers. This also implies that the sales team is effectively closing deals with prospects.
  • Customer acquisition cost (CAC): This metric measures the total cost associated with acquiring new customers over a given period of time. It includes any expenses associated with marketing campaigns or other initiatives to generate new leads or drive sales from existing ones. CAC is critical because it helps companies understand how much they spend on acquiring new customers compared to revenue generated from them.

These three key performance indicators help companies assess their performance in generating orders from prospective customers, enabling them to make informed decisions about their sales, marketing, and customer service strategies. Using this data helps companies optimize their processes to maximize conversions while minimizing operational costs. In addition, evaluating formative behavior, such as website clicks and social media engagements, can also provide further insights into buyer behavior and preferences, which helps improve L2O KPIs even further.

Why Businesses Need Lead-to-Order Process Automation

B2B businesses often find it difficult to connect the stages of their lead-to-order process through a unified platform that will provide sales and revenue intelligence to maximize business efficiency while ensuring a positive customer experience. Therefore, L2O technology has been developed to mitigate the following challenges businesses face:

  • Support for omnichannel selling
  • Building complex product configurations 
  • Quoting based on array of pricing models
  • Disconnected sales and finance technology
  • Poor tracking of sales and revenue KPIs relevant to the lead-to-order process

Automating the L2O process streamlines how businesses qualify leads and convert them into customers while also providing valuable insights into the success of their sales efforts. By setting clear lead qualification criteria upfront and creating automated workflows for capturing data accurately throughout each stage, businesses can save valuable time without compromising on customer satisfaction levels or sacrificing any potential revenue from qualified sales opportunities.

Lead-to-Order Management Systems

Lead-to-order management systems enable businesses to bring all their lead, opportunity, quote, order, and billing systems into one platform. 

Connecting lead qualification, opportunity management, quote generation, order placement, and automated billing streamlines the sales process, from the initial customer inquiry to the order fulfillment. 

In addition, the software provides a comprehensive overview of customer inquiries and orders, allowing sales teams to quickly identify what customers are interested in, what products they are looking for, and what orders they have placed. 

This data can then be used to target potential customer prospects and develop more efficient strategies for responding to inquiries and fulfilling orders.

Lead-to-order management systems typically include features such as tracking customer inquiries, allowing customers to place orders online, managing payment information and setting up automatic follow-up emails or messages regarding order status. 

This automation helps improve efficiency by removing manual processes and reduces errors that might occur during the ordering process. 

Additionally, it enables businesses to quickly analyze customer patterns that can be used for marketing purposes or to understand better what leads are likely to convert into sales.

People Also Ask

What is the lead-to-cash process?

The lead-to-cash process is a customer’s journey from the initial inquiry of a product or service to making the final payment. It includes a variety of activities, both online and offline, that aim to convert leads into paying customers.

The lead-to-cash process typically starts with qualifying leads. This step involves researching potential customers to identify those who have the greatest likelihood of becoming paying customers.
Once qualified leads are identified, businesses can begin nurturing them by providing relevant content and opportunities for engagement with their products or services. This often includes conducting outreach via phone calls or emails to explain further how their offering may benefit customers.

In addition to nurturing leads, businesses should also focus on creating strong relationships with them throughout the lead-to-cash process. This could involve enhancing customer support capabilities so that any queries or concerns are quickly addressed in an efficient manner. Moreover, companies should also monitor how their various offerings fare among different market segments to adjust their strategy when it comes time for customers to make payments.

Finally, companies need effective methods for collecting payments once all necessary steps have been taken and customers are ready to purchase products or services. Secure payment gateways should be used to ensure that all transactions take place safely and efficiently without any issues arising during processing time frames. At every stage of the lead-to-cash process, businesses should remember that it is essential for them to not only attract new customers but also retain existing ones by providing positive experiences with their products or services throughout each interaction, including invoicing and payment.

What is the difference between lead-to-order and order-to-cash?

Lead-to-order and order-to-cash are business processes often used in organizations to manage customer orders. Lead-to-order is the process of capturing customer interest, converting it into an opportunity, and ultimately turning it into a sales order. It involves gathering information, generating quotations, and closing sales. On the other hand, order-to-cash is a process that starts with receiving an order and ends with receiving payment from the customer. It involves verifying the purchase order, scheduling deliveries or services, invoicing, and collecting payments.

The main difference between lead-to-order and order-to-cash is that lead-to-order focuses on converting potential customers into sales orders. In contrast, order-to-cash focuses on fulfilling orders and collecting payments for them. Another key difference is that lead-to-order typically deals with prospects or leads who may have yet to purchase from the organization while order-to-cash generally deals with existing customers who have already made a purchase before. Additionally, lead-to-order requires more marketing efforts and customer relationship management (CRM) processes, while order-to-cash requires more operational workflows and financial management processes.