• When a deal is closed in your CRM, how long before the order appears in your ERP -- and who is responsible for making that transfer happen manually?

  • When a customer calls to query an invoice, does the sales rep have to open the ERP to find the answer -- or is that information visible in the CRM where the conversation happens?

Data entered in the CRM that has to be re-entered in the ERP is data your team touches twice -- and the second entry is where the errors happen.

CRM and ERP workflow integration automates the handoff between the system where deals are managed and the system where orders, invoices, and fulfilment are managed. When a deal is won in the CRM, the order should appear in the ERP automatically. When an invoice is raised in the ERP, the payment status should be visible in the CRM without someone manually copying it across. Every manual step between the two systems is an opportunity for delay, error, and lost information.

RaftLabs builds CRM-ERP workflow integration covering the full quote-to-cash process: deal creation in CRM triggering order creation in ERP, fulfilment status updating the CRM customer record, invoice generation from ERP visible in the CRM account, and payment confirmation closing the loop back in CRM. Bidirectional, event-driven, and monitored.

  • Deal-won trigger in CRM automatically creates an order in ERP -- no manual re-entry by the sales or ops team

  • Fulfilment and dispatch status from ERP visible in the CRM customer record without opening a second system

  • Invoice generated in ERP linked to the CRM deal with payment status updating automatically when the customer pays

  • Bidirectional contact and account sync keeping customer data consistent across both systems

RaftLabs builds CRM-ERP workflow integration -- deal-won to order-created, fulfilment status sync, invoice and payment visibility, and bidirectional account data sync -- automating the manual handoffs in the quote-to-cash process. Most projects deliver in 6 to 12 weeks at a fixed cost.

Vodafone
Aldi
Nike
Microsoft
Heineken
Cisco
Calorgas
Energia Rewards
GE
Bank of America
T-Mobile
Valero
Techstars
East Ventures

The gap between CRM and ERP is where manual work accumulates. A deal closes in the CRM and the sales rep emails the operations team to create the order. The operations team enters the order in the ERP. The invoice is raised in the ERP and someone updates the CRM account manually -- or doesn't. The customer calls to query delivery status and the sales rep has no visibility without opening the ERP. Every step in that chain is a person doing work that software should be doing, and every person is a point where the data can diverge.

CRM-ERP workflow integration connects the two systems so data flows at the point of the business event that creates it. A won deal creates an order. A dispatched order updates the CRM timeline. A raised invoice appears on the CRM account. A received payment closes the loop. The sales team works in the CRM with full visibility of the order, delivery, and invoice status. The operations and finance teams work in the ERP knowing the CRM is current. No re-entry, no manual sync, no data divergence.

What we build

Deal-to-order automation

Deal-won event in CRM triggers order creation in ERP with deal fields mapped to order fields: customer, product, quantity, pricing, delivery address. Order confirmation number from ERP updated on the CRM deal record so the sales rep can see the ERP reference without leaving the CRM. Deal-won validation ensures required fields are present before the ERP order is created -- missing data triggers a notification to the sales rep rather than a silent failure. Error handling when ERP order creation fails includes an alert to the operations team with the deal details for manual processing.

Fulfilment and delivery status sync

Order status updates from ERP -- picking, packed, dispatched, delivered -- synced to the CRM customer record and deal timeline so the sales team has live fulfilment visibility without an ERP login. Tracking number from dispatch pushed to the CRM and optionally to the customer via automated notification at the point of despatch. Delivery confirmation closes the fulfilment loop in the CRM deal record. Exception handling for delayed or failed deliveries creates an alert for the customer success manager in the CRM rather than relying on the operations team to communicate the exception.

Invoice and payment visibility in CRM

Invoices raised in ERP linked to the CRM account and deal record: invoice number, amount, due date, and payment status visible in the CRM without opening the ERP. Payment received event from ERP updates invoice status in the CRM to paid with the payment date. Overdue invoice alert visible to the account manager in the CRM at the point the invoice becomes overdue. Credit limit and payment history accessible in the CRM customer view so the sales team can see financial relationship context before a renewal or upsell conversation.

Bidirectional account and contact sync

Customer account and contact data synchronised bidirectionally between CRM and ERP. New customer created in CRM synced to ERP customer master at the point of first order. Customer master updates in ERP -- credit limit changes, billing address updates -- reflected in the CRM account record. Duplicate detection prevents the same customer from existing as separate records in both systems with diverging data. Conflict resolution handles updates made simultaneously in both systems, with configurable rules for which system wins per field type.

Quote-to-order workflow

Quote generated in CRM or CPQ with product and pricing data pulled from ERP price list so quotes always reflect current pricing. Quote-to-order conversion creates the ERP order from the accepted quote without re-entry of products, quantities, or pricing. Quote version management tracks revisions through the negotiation process so both systems have the same accepted version. Approval workflow for quotes above a value threshold before the quote reaches the customer -- routed through the approval chain configured for the deal size and product type.

Workflow monitoring and error handling

Event-by-event logging of every CRM trigger and ERP response so the integration history is inspectable when something goes wrong. Error detection for failed integrations -- ERP order creation failure, sync timeout, field validation error -- with immediate alert to the responsible team. Retry logic for transient failures such as network timeouts or temporary ERP unavailability. Dead letter queue for events that fail after retries, requiring manual investigation before replay. Integration health dashboard showing success rates, error rates, and sync lag across all active integration flows.

Have a CRM-ERP integration project?

Tell us your CRM and ERP platforms, the data that needs to flow between them, and how the manual handoff works today. We'll scope the integration and give you a fixed cost.

Talk about your integration workflow project

Frequently asked questions

CRM integrations cover Salesforce, HubSpot, Pipedrive, Microsoft Dynamics CRM, and custom-built CRM systems. ERP integrations cover SAP, Oracle, NetSuite, Microsoft Dynamics 365 Business Central, Odoo, and custom ERP systems. The integration approach depends on what APIs or integration surfaces each platform exposes -- modern cloud platforms have well-documented REST APIs; older on-premise systems may require database-level integration or file-based transfer. We assess the integration options for your specific platforms during scoping.

Pricing and product data is typically mastered in the ERP -- the system of record for pricing, stock keeping units, and product descriptions. The CRM reads pricing from the ERP when a quote is created rather than maintaining a separate price list. Product catalogue sync from ERP to CRM is scheduled (daily or on price change) so the CRM always shows current pricing. If your CRM has its own pricing engine for complex deal-specific pricing, the final negotiated price is passed from CRM to ERP at quote acceptance rather than syncing the entire price list.

A core integration covering deal-to-order, invoice sync, and bidirectional account data typically takes 6 to 10 weeks. A more complete integration with quote-to-order, fulfilment status sync, payment visibility, and a monitoring dashboard typically takes 10 to 16 weeks. Timeline depends on the API maturity of the platforms involved and the complexity of the field mapping between the two data models.

Integration downtime is handled through an event queue that buffers CRM events when the ERP is unavailable and processes them in order when the connection is restored. Events are not lost during downtime -- they accumulate in the queue. The queue depth and processing lag are monitored, with an alert when lag exceeds a configured threshold. Manual fallback procedures are documented for critical processes (deal-won to order creation) so the process can continue with reduced automation during extended integration outages.