Case Study: Closing the Last Mile Between the CRM and Stripe
The Challenge
As the company scaled, closing a deal no longer guaranteed that revenue would be created correctly. Sales deals increasingly included multi-location customers, bundled products and add-ons, expansions to existing accounts, custom discounts, and different billing relationships.
Sales could close these deals — but the last mile between a signed contract and a correct Stripe subscription depended on manual steps, tribal knowledge, and cleanup after the fact.
The problem wasn’t Stripe.
It was that Quote-to-Cash logic lived in people’s heads instead of a system.
That meant that “Closed-won” did not consistently mean “revenue exists, correctly.”
The Work
The solution was to treat Quote-to-Cash as a system design problem, not just an automation problem.
We built a deterministic Quote-to-Cash layer between the CRM and Stripe by:
using the CRM as the source of sales intent,
introducing Tray as an orchestration layer to apply explicit business rules,
keeping Stripe as the system of record for billing and invoicing.
The workflows were designed to handle real-world complexity — new vs existing customers, multi-location account structures, product expansions and add-ons, consistent discount application, and safe handling of edge cases that required human review.
Instead of a single catch-all automation, the system encoded clear Quote-to-Cash scenarios with predictable Stripe outcomes.
The Result
Closed deals reliably translated into correct Stripe subscriptions
Expansions and add-ons no longer risked corrupting existing billing
Discount logic became consistent and auditable
Manual billing cleanup dropped to true edge cases
Onboarding became faster without increasing risk
Sales moved faster.
Operations stopped fixing Stripe after the fact.
Finance could trust revenue.