Ordway, a Washington, DC startup, is building a platform to deal with all of the stuff that happens after you make sale. It starts with the order and goes all the way to revenue, however that revenue manifests itself — as a one time payment or a recurring subscription. Today the company announced a $10 million Series A.
CRV led the round with participation from Clocktower Ventures and existing investors Lerer Hippeau and Revolution Rise of the Rest fund. The company has now raised a total of $12.5 million, according to Crunchbase data.
Sameer Gulati, founder and CEO at Ordway, says the company wanted to build a flexible tool to sit between the CRM and financial systems of a company. “So in that sense, we do everything for post-sales from billing automation, payment collection, revenue recognition, analytics, all the way to cash. We have a streamlined workflow for managing order to revenue,” Gulati told TechCrunch.
It sounds a lot like the Quote-to-Cash space where companies like Apttus (acquired by Thoma Bravo in 2018) or SteelBrick (acquired by Salesforce in 2015) tried to stake a claim, but Gulati says while his company’s solution handles the quote-to-cash workflow, it can do much more than that.
“We absolutely can handle the workflow from quote to billing to payments to revenue, for sure. But the reason Ordway has a niche is because we are a lot more configurable and a lot more flexible to accommodate any workflow out there,” he said.
He says his company’s solution connects to the CRM system on one side and the financial systems on the other. They are compatible with all the major CRM tools including Salesforce and Dynamics 365. And they support a range of financial tools like NetSuite or QuickBooks.
“In fact, we can work with any back-end small system to a large scale ERP system, but our value add is automating the movement of data into the ERP. So we are the operational framework between sales and traditional ERP. We will handle everything in between,” he said.
As for the funding, Gulati has the kind of plans you would expect with a Series A investment. “The core goal is definitely to accelerate all aspects of our business from sales and marketing to product and engineering, and most importantly, customer success. Basically, in a sense we are doubling down on making sure our customers are successful in solving their core sales to finance business challenges,” he said.
The company launched in 2018 and has 25 employees today. Gulati says his company’s goal is to grow 4X in the next 12 months and grow employees at a similar rate.