How lemlist uses Hyperline CPQ to support its shift from PLG to Enterprise deals

A PLG company heading upmarket

lemlist is a sales engagement platform that helps revenue teams run their outbound end-to-end, from finding leads and their contact details to launching personalized, multi-channel campaigns across email, LinkedIn, WhatsApp, and phone, powered by AI.

The business grew up self-serve, and its billing grew with it. Payments and subscriptions ran on Stripe Billing, the obvious choice for a PLG-first company: simple, scalable, deeply embedded into the product experience, and perfect for high-volume, low-touch subscriptions.

But the audience changed. The company that once targeted founders and small startups of 1 to 10 people now sells to mid-market teams with 50 to 500 employees, and even larger organizations of up to 2,000. To support this shift, lemlist prepared the launch of an Enterprise plan in December 2024: annual commitments to reduce churn, a premium onboarding experience, and dedicated key account managers.

Where Stripe alone stopped working

Once sales reps begin managing custom pricing, multi-product bundles, and annual contracts, Stripe alone becomes limiting. Lucille, one of lemlist’s earliest employees and now part of the RevOps team, found the weak spot when she started rethinking the company’s CPQ process: billing.

“We had sales reps creating quotes in HubSpot, then pinging the finance team on Slack to share deal details, prices, coupons, commitments, so someone could manually set up the subscription in Stripe. It was time-consuming, error-prone, and far from scalable.”

For several months, she managed the process manually to understand where it broke and what needed to change. By the end, the conclusion was clear: lemlist needed a system that could bridge CRM and billing, bringing automation and consistency to its quote-to-cash flow. That narrowed the options down to two: build in-house, or use Hyperline.

Choosing Hyperline CPQ over an in-house build

The decision came down to focus and flexibility. Building internally would have meant months of engineering time for something outside the company’s core product. Hyperline already offered the foundation lemlist needed: a customizable CPQ that syncs with Stripe’s catalog and fits naturally into HubSpot’s workflow.

With Hyperline CPQ connecting HubSpot and Stripe Billing, sales reps now generate and send quotes directly from HubSpot. Products, discounts, and coupons sync automatically to Stripe, and once a quote is signed, the subscription goes live instantly. No more Slack messages, Notion notes, or manual setup.

“It completely changed how we operate for our Enterprise deals. Our sales team can close deals faster and launch subscriptions on their own. What used to take days now takes hours, and everything just works.”

A revenue engine built for the upmarket motion

In just a few months, lemlist went from a manual, developer-dependent process to a fully automated quote-to-cash system, without changing the tools its teams already used. HubSpot remains the source of truth for sales. Stripe powers subscriptions and billing. Hyperline connects the two.

What used to involve multiple handoffs between sales, ops, and finance now happens automatically. Deals move faster, billing errors have disappeared, and customers start using the product immediately after signing: exactly the experience the team wanted for the new Enterprise motion. Beyond the time saved, lemlist gained clear visibility across the entire revenue cycle, from quote creation to billing.

“Hyperline turned our quote-to-cash process into a real system. It’s reliable, transparent, and built for scale, exactly what we needed as we move upmarket.”

For a team scaling fast, that is the foundation the Enterprise motion runs on.