About lemlist

lemlist is a sales engagement platform that helps revenue teams manage their outbound, end-to-end — from finding leads and their contact details (emails and phone numbers) to launching personalized, multi-channel outreach campaigns across email, LinkedIn, WhatsApp, and phone, all this supported by AI and automatically synched with Hubspot or Salesforce.

Its mission is to help reps raise their chances of getting a meeting. The platform combines automation with AI-driven personalization, generating outreach templates based on a company’s industry, persona, or use case to reduce time-to-value and increase conversion. lemlist also continues to invest heavily in email deliverability, a core part of its differentiation.

Notable customers include ElevenLabs and Pennylane. Recently, lemlist acquired Claap, extending its capabilities into video collaboration and meeting intelligence.

Like many modern SaaS companies, lemlist has evolved from a self-serve motion to an upmarket, sales-led approach — a shift that required rethinking how its revenue stack supports more complex, enterprise-grade workflows.

When Stripe alone isn’t enough

lemlist’s growth came with a change in audience. 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. Their new sweet spot: fast-growing companies building their first sales teams — typically 5 to 20 reps.

To support this shift, lemlist is preparing to launch an Enterprise plan in December 2024. The goal: reduce churn with annual commitments, deliver a premium onboarding experience, and strengthen engagement with dedicated key account managers.

But with this new sales-led motion came a very different set of operational needs.

lemlist had built its payments and subscriptions on Stripe Billing — the obvious choice for PLG-first companies. It’s simple, scalable, and deeply embedded into the product experience. Perfect for high-volume, low-touch subscriptions.

Until you start signing Enterprise deals.

Because once sales reps begin managing custom pricing, multi-product bundles, and annual contracts, Stripe alone becomes limiting.

Lucille, one of lemlist’s earliest employees, now part of the RevOps team, experienced that shift firsthand. When she started rethinking the company’s CPQ process, she quickly found the weak spot: 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,” recalls Lucille.

For several months, she managed the process manually to understand where it broke and what needed to change. By the end, it was clear: lemlist needed a system that could bridge CRM and billing, bringing automation and consistency to its quote-to-cash flow.

The team narrowed it down to two options — build in-house, or use Hyperline.

From PLG to Enterprise, building a scalable revenue engine

After evaluating an in-house build, lemlist chose Hyperline CPQ to connect their HubSpot CRM with Stripe Billing — creating a seamless quote-to-cash flow built for a growing sales team.

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 they needed: a customizable CPQ that syncs perfectly with Stripe’s catalog and fits naturally into HubSpot’s workflow.

With Hyperline, sales reps can now generate and send quotes directly from HubSpot, with products, discounts, and coupons syncing automatically to Stripe. Once the 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”, says Lucille. “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.”

For lemlist’s fast-scaling sales team, this change has been transformative. Deals move faster, billing errors have disappeared, and customers start using the product immediately after signing — exactly the experience the team wanted for their new Enterprise motion.

Connecting sales, finance, and ops in one flow

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 their teams already used.

HubSpot remains the source of truth for sales.

Stripe powers subscriptions and billing.

And Hyperline connects the two, making the entire workflow seamless.

What used to involve multiple handoffs between sales, ops, and finance now happens automatically. Quotes are generated faster, subscriptions go live instantly, and billing data stays consistent across systems.

The impact goes beyond time saved. lemlist now has clear visibility across the entire revenue cycle — from quote creation to billing — and the foundation to support its new Enterprise motion with confidence.

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