Emburse is a leading provider of expense and spend management software, supporting over 18,000 organizations and millions of users worldwide. With a strong lineup of SaaS products, Emburse helps finance teams streamline workflows, improve visibility, and boost compliance, enabling professionals to focus more on strategic tasks and less on manual work.

Following multiple acquisitions, Emburse needed to unify and streamline its lead-to-cash (L2C) processes across marketing, sales, and operations to support scalable growth and ensure consistency across systems.

Emburse’s Lead-to-Cash (L2C) processes were spread across multiple systems, creating gaps in visibility, data consistency, and operational efficiency.

At the top of the funnel, the Lead-to-MQL-to-MQA-to-SQA journey was not clearly defined or optimized. Marketing data from third-party tools like Marketo and Demandbase was inconsistent, duplicated, and lacked proper validation—resulting in poor lead quality, unreliable campaign attribution, and inconsistent data being surfaced to top management.

Key challenges included duplicate leads across campaigns, lack of standardized progression from MQL to SQA, and limited visibility of marketing insights within Salesforce.

The account model further compounded the problem. Multiple accounts were created for the same customer based on contracting entities, leading to fragmented account hierarchies, duplicate records, and inconsistent reporting between Salesforce and the billing platform.

On the sales side, the opportunity lifecycle was highly complex and manual. The absence of a structured contract and quoting system meant teams relied heavily on order forms and deal desk interventions, slowing down deal closures and increasing operational dependency.

Data misalignment added another layer of difficulty. Critical business data was spread across a legacy enterprise system, legacy Salesforce, and billing systems—with missing records and no single source of truth.

Bolt Today redesigned Emburse’s L2C framework by consolidating systems, standardizing processes, and improving data integrity within a unified Salesforce environment.

The transformation began with optimizing the Demand Generation and Lead Management layer. Third-party tools like Marketo and Demandbase were rewired to the new Salesforce org, with standardized campaign management and improved data capture. Lead scoring, MQL-to-MQA tracking, and key field enhancements ensured better data quality, while simplified page layouts made it easier for teams to identify and act on qualified leads.

A major shift was the move to an account-based model, where all leads were automatically converted into contacts and mapped to structured Prospect Accounts. This eliminated duplication and enabled a unified view of customer interactions across the funnel.

To address structural inconsistencies, account hierarchies were aligned with the billing system. This brought consistency across platforms, eliminated duplicate accounts, and enabled accurate, unified reporting for global enterprises.

A standardized hierarchy model was introduced with clearly defined account types—such as parent accounts, invoiceable child accounts, and non-invoiceable child accounts—ensuring that each account followed a consistent structure aligned with the billing platform. Non-invoiceable child accounts were always mapped to a valid parent, while invoiceable entities retained flexibility within the hierarchy.

This structured approach ensured that:

On the sales side, the opportunity lifecycle was simplified and standardized to reduce friction across teams. With the introduction of CPQ, Emburse moved away from manual, order form–driven processes to a structured and scalable model.

The new Salesforce environment was also tightly integrated with the billing system, ensuring seamless data flow and consistency across the revenue lifecycle.

A critical pillar of the transformation was data migration and alignment. Data from a legacy enterprise system, legacy Salesforce, and billing platforms was consolidated, cleansed, and standardized before migration. Missing data gaps were identified and addressed, ensuring a clean and reliable dataset powering the new system.

Emburse successfully transitioned to a unified, efficient, and scalable L2C ecosystem, with Salesforce as the single source of truth.

The impact was visible across marketing, sales, and operations:

Most importantly, Emburse now operates on a standardized and repeatable L2C framework, enabling better cross-team alignment, faster sales cycles, and a strong foundation for future growth and acquisitions.