Order to Cash (OTC)

Order to Cash (OTC) is the complete business cycle that begins with a customer committing to a purchase and ends with cash received and recognized in the financial system — encompassing order creation, fulfillment, invoicing, payment collection, and revenue recognition. OTC efficiency directly affects working capital and customer experience: delays or errors at any stage — a misconfigured order, a delayed invoice, an unresolved payment dispute — create friction that can damage the customer relationship even after a deal has been successfully closed. CRM serves as the customer relationship context layer around the OTC process, giving account teams visibility into where a customer is in the cycle and enabling proactive intervention when exceptions arise.