PTA / Services / Sales and Service Processes

Sales and Service Processes

End-to-End Sales and Service Processes: Across CRM and ERP

PTA integrates front- and back-office functions into a seamless process: from the initial inquiry to invoicing. It is vendor-neutral, with a deep understanding of your industry’s standard processes and a keen eye for the handoff points that matter most in practice.

We think in terms of processes, not individual systems

An end-to-end sales or service process rarely ends at the system boundary. But that’s exactly where most disconnects occur. The inquiry is created in the CRM, while order processing, logistics, and billing run in the ERP. Bringing these two worlds together requires more than just two implementations: it requires a shared process view and a seamless, two-way integration.

This is exactly where PTA comes in. We see ourselves as a consulting partner for the digitalization and automation of your business processes, not as an integration partner for a specific off-the-shelf software solution. For us, the platform is a means to an end, not the starting point: We understand the standard processes of mid-sized companies in our industries, assess your current situation, and map out the target process end-to-end within the system landscape that’s right for you—from the evaluation phase through to the implementation project. In doing so, we leverage AI and use available AI services specifically where they tangibly improve the process.

Lead-to-Cash and Service-to-Cash: End-to-
s Mapped End-to-End

The two core processes run from the customer-facing front office (CRM) through the handoff to the back office (ERP). Optional modules such as marketing and a Customer 360 Cloud extend the process at the edges. Crucially, ERP integration begins not just when an order is transferred, but already during the CRM phase—as indicated by the arrows pointing back to quotation and resource planning.

Consistency is achieved at the handoff.
And even before that

Master data for customers, products, and terms; the transition from quote to order; and feedback from logistics and billing back into the CRM: These touchpoints determine whether a process is truly end-to-end. What’s important here is that integration is two-way and starts early. The ERP system is already involved while you’re working in the CRM, ensuring that the right data is in the right place at the right time.

Pricing Terms in the Offer

When creating a quote in the CRM, customer-specific discounts and tiered pricing are retrieved from the ERP in real time. The quote is calculated correctly right away, without the need for manual data entry and without any discrepancies in terms and conditions.

Inventory in Operational Planning

When scheduling a service call, the CRM system displays material availability from the ERP system, including the technician’s toolbox inventory and the central warehouse. This ensures that the service call is scheduled only if the replacement part is actually available.

We view the process as a whole and design the integration of handoff points on both sides as an integral part of every project, rather than as an afterthought. This ensures that the lead-to-cash and service-to-cash processes remain consistent from the first point of contact through to payment.

What We Cover End-to-End

From Lead to Payment

Marketing (optional), lead management, lead qualification, opportunity and quote processes (including CPQ and pricing) in the CRM, with the ERP system already integrated at this stage—for example, for customer-specific pricing terms. This is then seamlessly transferred to order processing, delivery, invoicing, and payment receipt in the ERP system.

Handoff: Quote → Order, plus real-time access to terms and order status.

From Inquiry to Invoice

Service requests and case management with routing and SLAs, optionally supplemented by a Customer 360 Cloud for a comprehensive view of the customer, as well as field service scheduling with direct access to material availability in the ERP system. Integrated with material planning, work entry, and service billing, including maintenance contracts and entitlements.

Handover: Operation → Materials & Services, plus inventory reconciliation (trunk & central warehouse).

Optional add-ons: In addition to sales and service, we can map out additional end-to-end processes with an ERP focus as needed, tailored to your business model and seamlessly integrated with your core processes.

Procure-to-Pay

Procurement

Requirement → Purchase Order → Goods Receipt → Invoice Verification → Payment: end-to-end from Purchasing to Financial Accounting.

Plan-to-Produce

Production

Planning → Manufacturing → Quality Assurance → Inventory: for manufacturing companies, including materials management and production scheduling.

Project-to-Cash

Project Business

Cost Estimation → Project Management → Work Recording → Billing: for project-based business models.

Record-to-Report

Finance & Reporting

Document → Entry → Reconciliation → Closing → Reporting: from data entry to management reporting.

Optimize processes with useful
AI services

We use AI to support our work and integrate available, useful AI services into the process where they create real added value: regardless of platform and across sales and service. Not AI for AI’s sake, but as an integral part of an end-to-end process.

Voice Bot for Field Staff

Through our partnership with AskDonna, a voice bot supports our field service team: It prepares customer service visits and then conveniently documents them via phone call. The results are automatically fed back into the CRM and service ticket without the need for manual follow-up entry.

Act proactively rather than reactively

Real-time analyses of process and customer data identify patterns early on—from service and demand signals to risks—and trigger the next appropriate action before a problem arises.

Additional AI Use Cases Throughout the Processes

In Sales (Lead-to-Cash)

Predictive Lead and Opportunity Scoring for Clear Prioritization
Next-Best-Action Recommendations in the Sales Process
AI-powered quote, email, and text drafts
Automated Call Summarization & CRM Data Maintenance
More Accurate Sales and Forecast Projections

In Service (Service-to-Cash)

Automatic Case Classification & Intelligent Routing
Knowledge Assistant for Fast, Accurate Solutions
Predictive Maintenance
Suggested Responses & Summaries for the Service Team
Optimized Dispatch and Route Planning in Field Service

In ERP processes (optional)

AI-Powered Document Capture & Automated Invoice Verification (Procure-to-Pay)
Demand & Sales Forecasts (Plan-to-Produce)
Automated Account Assignment Suggestions (Record-to-Report)
Anomaly Detection in Transactions and Payments
Forecasting Project Costs & Margin (Project-to-Cash)

Platform AI, integrated in a vendor-neutral way: Microsoft Copilot | Dynamics 365 Salesforce Einstein / Agentforce | SAP Joule

Vendor-neutral: We map your processes to the appropriate platform

Whether it’s a leading CRM system integrated with ERP, an end-to-end Microsoft stack, or an end-to-end SAP environment: We select the combination based on your requirements, not on product preference.

CRM & Customer Engagement

Salesforce Sales Cloud, Service Cloud, Field Service
Microsoft Dynamics 365 Sales, Customer Service, Field Service
SAP Sales & Service Cloud, formerly SAP C4C

ERP / Back Office

Microsoft Dynamics 365 Business Central for Small and Midsize Businesses
SAP S/4HANA for Upper-Mid-Sized Businesses

Tried-and-True Combinations

Salesforce + Business Central / S/4HANA
Dynamics 365 + Business Central: End-to-End in the Microsoft Stack
SAP Sales & Service Cloud + S/4HANA: Seamless Integration Across the SAP Ecosystem

Optional Modules

Scale the process out as needed, across all platforms.

Marketing

Campaign management, lead nurturing, and marketing automation as an entry point into the sales process—for example, Salesforce Marketing Cloud, Dynamics 365 Customer Insights, or SAP Emarsys.

Customer 360 Cloud

A comprehensive 360° view of the customer across marketing, sales, and service: unified customer data as the foundation for personalization and proactive action. Examples include Salesforce Customer 360, Microsoft Dynamics 365 Customer Insights, and SAP Customer Data Cloud.

From Evaluation to Go-Live

1.
Cross-
Evaluation Projects

We provide clarity on processes and system selection before any investment is made.

2.
Cross- Implementation Projects

We implement the end-to-end process: CRM, ERP, and the integration between them.

3.
Support for the Operations & Life Cycle Management

We ensure the solution remains stable and continue to develop it throughout its lifecycle in tandem with your business.

User & Application Support (SLA-based)
Monitoring, Maintenance, and Release Management
Maintenance of the CRM/ERP Integration
Continuous Optimization & New Requirements
Roadmap and Version Lifecycle Support

Let's talk about your end-to-end process

Whether it’s evaluation or implementation, we align sales and service processes across CRM and ERP systems into a seamless workflow.

End-to-End Sales and Service Processes: Across CRM and ERP

We think in terms of processes, not individual systems

Lead-to-Cash and Service-to-Cash: End-to-
s Mapped End-to-End

Consistency is achieved at the handoff.
And even before that

Pricing Terms in the Offer

Inventory in Operational Planning

What We Cover End-to-End

From Lead to Payment

From Inquiry to Invoice

Procure-to-Pay

Procurement

Plan-to-Produce

Production

Project-to-Cash

Project Business

Record-to-Report

Finance & Reporting

Optimize processes with useful
AI services

Voice Bot for Field Staff

Act proactively rather than reactively

Additional AI Use Cases Throughout the Processes

In Sales (Lead-to-Cash)

In Service (Service-to-Cash)

In ERP processes (optional)

Platform AI, integrated in a vendor-neutral way: Microsoft Copilot | Dynamics 365 Salesforce Einstein / Agentforce | SAP Joule

Vendor-neutral: We map your processes to the appropriate platform

CRM & Customer Engagement

ERP / Back Office

Tried-and-True Combinations

Optional Modules

Marketing

Customer 360 Cloud

From Evaluation to Go-Live

Let's talk about your end-to-end process

Dr. Frank Gredel

Management Consultant

End-to-End Sales and Service Processes: Across CRM and ERP

We think in terms of processes, not individual systems

Lead-to-Cash and Service-to-Cash: End-to- s Mapped End-to-End

Consistency is achieved at the handoff. And even before that

Pricing Terms in the Offer

Inventory in Operational Planning

What We Cover End-to-End

From Lead to Payment

From Inquiry to Invoice

Procure-to-Pay

Procurement

Plan-to-Produce

Production

Project-to-Cash

Project Business

Record-to-Report

Finance & Reporting

Optimize processes with useful AI services

Voice Bot for Field Staff

Act proactively rather than reactively

Additional AI Use Cases Throughout the Processes

In Sales (Lead-to-Cash)

In Service (Service-to-Cash)

In ERP processes (optional)

Platform AI, integrated in a vendor-neutral way: Microsoft Copilot | Dynamics 365 Salesforce Einstein / Agentforce | SAP Joule

Vendor-neutral: We map your processes to the appropriate platform

CRM & Customer Engagement

ERP / Back Office

Tried-and-True Combinations

Optional Modules

Marketing

Customer 360 Cloud

From Evaluation to Go-Live

Let's talk about your end-to-end process

Dr. Frank Gredel

Management Consultant

Contact now

Contact now

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Lead-to-Cash and Service-to-Cash: End-to-
s Mapped End-to-End

Consistency is achieved at the handoff.
And even before that

Optimize processes with useful
AI services