The $ Problem: cash flow bottlenecks in O2C
In the fast-moving world of beverage distribution, waiting 40+ days to collect cash is not just a finance issue—it’s a growth limiter. For many midsized to large beverage brands, a sluggish Order-to-Cash (O2C) process results in Days Sales Outstanding (DSO) well above industry benchmarks. Cash that should be fueling growth is trapped in invoices, spreadsheets, and disjointed handoffs between sales, finance, and operations.
In this article, you’ll learn how beverage companies are redesigning their O2C workflows—cutting DSO by an average of 12 days, improving cross-team visibility, and streamlining approvals without sacrificing control.
Let’s break down what changes, and how to get buy-in from the people who matter.
Benchmark: what’s the DSO Baseline in Beverage?
Based on internal data and sector analysis, here’s where beverage companies typically stand:
| Metric | Industry Avg. | Best-in-Class | Goal with AI Workflow |
| Days Sales Outstanding | 38–47 days | <30 days | -12 days (target ≤35) |
| O2C Manual Steps | 12–18 | 4–6 | Cut in half |
| Approval Loops (Avg) | 3–5 | 1–2 | Streamlined via rules |
| Systems Involved | 5+ | 2–3 | Unified via AI Agents |
These metrics show the potential to reclaim millions in liquidity—and the opportunity to gain operational agility that most finance teams crave.
Before & After: a visual transformation
Before: The fragmented Order-to-Cash workflow
[Sales Sends PO] → [Email] → [Ops Creates Invoice] → [Manual Approval] → [Finance Logs] → [Shared Drive Upload] → [Customer Receives Invoice] → [Wait for Payment] → [Manual Follow-up]
Problems:
- Multiple manual touchpoints.
- Frequent errors and rework.
- Finance disconnected from sales cycles.
- Payment terms not enforced or tracked.
After: AI Agents Accelerate the Workflow
[PO Received] → [AI Agent Generates Invoice] → [Automated Routing & Approval] → [Finance Receives Real-Time Notification] → [Invoice Sent & Tracked] → [Payment Reminder Automated]
What’s Different:
- AI Agents generate compliant invoices and apply company-specific logic automatically.
- Predefined approval rules eliminate bottlenecks.
- Centralized visibility into invoice status and AR aging.
- Reminders, escalations, and customer nudges are no longer manual tasks.
Read more: How to Build Custom Workflows and Boost Operational Efficiency
4 steps to cut DSO with AI-Driven Order-to-Cash
1. Map the current bottlenecks
Use human-led interviews and workflow audit tools to identify:
- Duplicate entries and rework loops.
- Where finance approvals stall.
- Time from invoice creation to delivery.
2. Build Modular Workflows
Implement a platform like Pipefy to create workflows with:
- No-code logic (e.g., auto-routing invoices above $50K to CFO).
- Standardized templates for each client segment.
- Real-time dashboards for SLAs and AR metrics.
3. Add smart automation rules
Trigger AI Agents to:
- Auto-generate documents from customer inputs.
- Match purchase orders to invoices.
- Send nudges if payment exceeds net terms.
4. Measure the financial impact
Track pre/post metrics like:
- DSO reduction in days.
- Time from PO to invoice delivery.
- Number of approval steps removed.
Tip: Run a 30-day pilot with one key account to prove value.
Order-to Cash: Convincing Finance & Ops leaders and what they need to hear
What Finance leaders care about:
- Cash flow acceleration.
- Auditability and compliance.
- SLA enforcement.
- Reduced revenue leakage.
- Bring solid data, such as this report on the potential use of AI solutions for sales
Key Message: “This isn’t just automation—it’s visibility into every dollar and deadline.”
What Ops leaders want:
- Fewer back-and-forths.
- Standardized processes.
- Integrations with ERP or CRM.
- Less time chasing status updates.
Key Message: “You’ll spend less time in spreadsheets—and more time scaling operations.”
Proof points that win Buy-In
- DSO reduction of 12 days = major cash unlocked for reinvestment.
- AI handles up to 85% of the workflow autonomously.
- Brands using Pipefy saw 40% time savings in O2C processing.
- One beverage customer eliminated 4 approval steps—no SLA breaches.
Order-to-Cash internal alignment: Finance + Ops + AI
To succeed, treat O2C transformation as a joint initiative. Set shared OKRs for:
- DSO reduction.
- Error-free invoices.
- Workflow cycle time (PO to payment).
Use AI Agents not as replacements—but as digital teammates that:
- Never forget a follow-up.
- Enforce your rules.
- Learn and improve with your team.
Read more: Automating AP and AR: Key Benefits
Bonus: Ready-to-Use workflow checklist
Use this checklist to get started:
- Map all O2C steps across teams.
- Define who approves what, and when.
- Set business rules for invoice creation and sending.
- Automate email/Slack reminders for overdue payments.
- Add dashboards for DSO, SLA, and AR tracking.
- Set AI Agent triggers for repetitive actions.
Ready to accelerate cash flow and cut 12 days off your DSO?
See how Pipefy’s AI-powered workflows can eliminate bottlenecks, automate approvals, and give your finance team real-time visibility from PO to payment. Don’t wait for payment. Build a workflow that accelerates it.
Click below to experience a live demo and transform your Order-to-Cash process.
