End-to-end processes

End-to-end processes (E2E processes) are business processes that map the entire value chain from the initial trigger (input) to the end result (output) for the customer. They encompass all departments, systems, and interfaces involved, ensuring that the entire process is consistent, customer-centric, and measurable.

• Viewing the entire process flow across departmental and system boundaries
• Starting with a customer need and ending with its fulfillment
• Clear process responsibility from start to finish
• Reducing unnecessary handovers and interface losses
• Focusing on efficiency, transparency, and customer satisfaction

Creating awareness

• Launching a campaign (e.g., LinkedIn Ads, webinar, SEO)
• The target audience becomes aware of the offering.

Generating interest

• The user clicks on the campaign and lands on a landing page
• There, they download a guide, for example.

Lead capture

• Contact details are stored in the CRM or marketing automation tool.
• Tagging, segmentation, and double opt-in happen automatically.

Lead nurturing

• Automated email journeys with further content (case studies, checklists)
• The lead is scored based on their behavior (lead scoring).

Marketing Qualified Lead (MQL)

• Once a certain score or action is reached (e.g., demo request), the lead is classified as a Marketing Qualified Lead (MQL)

Handover to sales

• The lead is pushed to the CRM system.
  Sales receives all information, including history.

Opportunity (Sales Qualified Lead)

• Sales makes contact and evaluates the potential
• The lead is developed into a sales opportunity.

End-to-end processes are essential in process management because they provide a holistic, customer-centric perspective. They help break down silos, define clear responsibilities, and form the basis for performance management using KPIs such as lead time or customer satisfaction.

Only by looking at processes end-to-end can they be effectively analysed, optimised and automated. That makes them the foundation of a process-oriented, efficient and customer-focused organisation.

End-to-end processes are the foundation of successful process automation. They show the complete flow from start to finish and reveal where recurring tasks, manual handovers, or bottlenecks occur. These are exactly the points where automation comes in.

Instead of speeding up individual steps, the entire process chain becomes more efficient, transparent, and reliable.