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Revenue Operations

The Must-Dos for Scaling Effective Sales to Finance Workflows

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CPQ tools aren’t just a great way to supercharge your sales and quoting process. They also help you streamline workflows between sales and finance and improve your GTM strategy. Hear from Riya Grover, Co-Founder and CEO at Sequence, about how to align revenue and finance teams in a modern tech stack.

“Modern sales operations and finance teams are interconnected. They need to communicate across multiple workflows.” - Riya Grover

SaaS pricing has evolved, becoming far more complex. Today, at least 61% of SaaS companies are using dynamic usage-based pricing. This deeper relationship between product data, quoting, and billing means that sales and finance teams are more connected than ever. 

But traditional CPQ tools and communication workflows haven’t kept up. They’re only designed to cater to one of these teams. To scale your revenue, you need a CPQ that’ works seamlessly with your CRM and accounting systems.

Aligning sales and finance

“It's critical that whatever software you use syncs back to the CRM as a source of truth.” - Riya Grover

Sales teams are optimizing for pricing flexibility, a critical requirement for winning deals. At the same time, finance has to ensure that they can invoice these new deal structures in a reasonable way. The goal is to maintain pricing agility without compromising billing accuracy. 

To achieve this, your revenue software must sync back to your CRM so it can serve as a source of truth across revenue teams. When signed order forms are synced with billing engines, finance has a chance to review and approve new types of deals.

What does finance need today?

Today, the role of the CFO and the finance team have been elevated. They need to be closer to RevOps leaders and they want to be armed with the right data. Unfortunately, their finance tech stacks are in need of an overhaul. 

Historically, finance teams have used an assortment of point solutions for accounting, ERP, bank accounts, procurement, receivables management, and FP&A. All of their workflows are confined to specific tools. 

In modern SaaS, finance platforms must become more closely tied to sales and their processes. Revenue data needs to be synchronous across the entire revenue stack. Newer CPQ tools, like Sequence, are designed to help bridge this gap.

CPQ flexibility

“Revenue data is the most critical data in the business.” - Riya Grover

Every company has a CRM and an ERP or accounting platform. Between these systems is where revenue operations configure and price quotes, generate invoices, and bill customers. Today, we’ve added another layer, pulling usage data from your product or data warehouse.


Most companies don’t have adequate billing infrastructure, leaving data disconnected in different silos. Legacy CPQ products don’t offer a lot of help. Tools like Salesforce CPQ are expensive, time-consuming, and lock you into your pricing structure. For small or young sales teams, this can be too much process. 

Modern CPQ tools are game changers. You can build and edit your product catalog in hours and start sending contracts within a day. They also offer more lightweight processes at the outset, allowing you to layer on more constraints to your sales processes as you scale.

From quote to revenue

CPQ and billing shouldn’t be separate processes. When you start to think about the entire revenue workflow holistically, you can build a central source of truth in your CRM. Integrating tools, teams, and processes opens the door to real revenue growth.

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