Integration Bitrix24 Protheus TOTVS: from lead to quote in a connected operation.
Companies that work with consultative sales and customized products face a common challenge: leads arrive through digital campaigns, need a quick quote, but the price depends on variables stored in the ERP system. Meanwhile, the sales team wastes time copying data between systems, the marketing team doesn't know which campaigns are actually generating business, and management lacks a consolidated view of the sales funnel. The point is: when CRM and ERP systems don't communicate, sales operations become slow, fragmented, and difficult to scale.
This case shows how the Bytebio connected the Bitrix24 We used TOTVS' Protheus system to create a single workflow, from the first click on the campaign to the quote sent via WhatsApp, with complete traceability, automatic lead distribution, and dashboards that integrate marketing, sales, and tax data.
quick summary
- Main Challenge: Leads from digital campaigns required customized quotes, but the process was manual, slow, and lacked traceability.
- Solution: integration between Bitrix24 and Protheus, automating lead capture, pricing, sending quotes, and communication via WhatsApp.
- Who is it for: Industries and distributors that receive quote requests via forms and need to integrate marketing, sales, and ERP.
- Type of impact: Speed of response, funnel visibility, data governance, and reduced rework.
The Business Challenge
When a lead fills out a form requesting a quote, a race against time begins. In practice, many companies face:
- Scattered information: Lead data is stored in the CRM, but the cost breakdown (shipping, taxes, margin) depends on the ERP system.
- Manual process: Someone needs to copy data from the form to the CRM, then to the ERP, assemble the quote, and send it via email or WhatsApp.
- Loss of traceability: UTMs from Google Ads and Meta Ads campaigns get lost along the way, preventing ROI analysis by channel.
- Disorganized distribution: Without clear rules, some salespeople become overworked while others are left idle.
- Fragmented view: Marketing looks at one spreadsheet, sales looks at another, accounting looks at the ERP system, and nobody has the complete picture.
The result is delayed responses, leads that go cold, and decisions made without reliable data.
What Bytebio did
A Bytebio designed and implemented a end-to-end integration between systems, connecting the Bitrix24 to Protheus and other operational systems. The workflow is as follows:
- Lead capture with UTMs: The website form sends the data directly to the Bitrix24This includes the campaign's UTMs (source, medium, campaign, term). This allows you to track where each lead came from and, subsequently, each sale.
- Automatic distribution (round robin): leads enter the funnel of Bitrix24 and are automatically distributed among salespeople, following a rotation system. This ensures workload balance and a fast response time.
- Price composition via Protheus: When the salesperson advances the lead in the sales funnel, the integration queries Protheus to generate the quote. The system considers the postal code (for shipping and taxes), the form data (product, quantity, specifications), and the cost structure configured in the ERP.
- Automatic quote generation: With the data ready, the quote is automatically generated in PDF format and recorded in the CRM.
- Sending via WhatsApp (official API): The quote is sent to the customer via WhatsApp, which is integrated with... Bitrix24, using the Official WhatsApp Business APIThe entire conversation is recorded in the lead's history.
- Integration with newsletters: CRM contacts are synchronized with the email marketing database, allowing for automated nurturing according to the stage of the sales funnel.
- Dashboards in Looker Studio: the data from Bitrix24 (leads, funnel, conversions, UTMs) and Protheus (sales, tax data) feed dashboards in Google Looker Studio, providing a consolidated view for marketing, sales, and management.
Before vs. After
What changes on a daily basis?
- Fastest answer: The lead receives the quote in minutes, not hours or days.
- Salespeople focused on selling: without the rework of copying data between systems.
- Results-oriented marketing: UTMs tracked from click to sale, allowing for real-time ROI analysis per campaign.
- Management with a unified vision: Dashboards that combine CRM, ERP, and tax data in one place.
- Fair distribution: Round robin ensures that all sellers receive opportunities in a balanced way.
- Full history: WhatsApp conversations, quotes, and interactions are recorded in the CRM.
- Automated nutrition: Leads that did not convert continue to receive relevant communications.
For whom it makes sense (and when it doesn't)
It makes sense when:
- The company receives quote requests via forms and needs to integrate its CRM and ERP systems.
- The price depends on variables such as shipping costs, region, or cost breakdown.
- Marketing and sales need integrated funnel visibility.
It is not a priority when:
- The volume of leads is very low, and the manual process is sufficient.
- The company does not use a structured ERP system or has no interest in automating quotations.
Variations and possibilities
- Other sources of leads: In addition to forms, the integration can capture leads from landing pages, chatbots, or marketplaces.
- Other ERPs: The logic can be adapted to other systems besides Protheus.
- Follow-up automation: Reminder rules and automatic re-contact for leads that are stalled in the sales funnel.
- Integration with digital contracts and signatures: to speed up the closing after the quote.
- Data enrichment: Automatic CNPJ lookup, credit scoring, or registration validation.
How does this connect to other initiatives?
- Adjacent integrations and automations: The same logic can connect other systems (finance, logistics, customer service), reducing rework and response time.
- Data governance and quality: With centralized and traceable data, audits and analyses become more reliable.
- Observability: Monitoring integrations ensures stability and alerts in case of failures.
- applied AILead prioritization or conversion forecasting models can be added, always with human validation and review when necessary.
What we are intentionally not detailing
- Client identity and specific project context.
- Metrics, volumes, deadlines, and values involved.
- Details of the architecture, credentials, and API configurations.
- Internal business rules and ERP system settings.
- Cost structure and commercial policies.
How Bytebio can help
A Bytebio It is a technology and data consultancy focused on operations, integrations, and business intelligence. It works with automation, data governance, applied AI, and customized solutions, acting as a technical partner for companies that need agility, traceability, and data insights.
In this type of scenario, the Bytebio It helps connect CRM, ERP, and communication channels into a single flow, eliminating manual tasks and providing real visibility into the sales funnel. In addition to integration... Bitrix24 and Protheus, a Bytebio also structure smart dashboardsProcess automation and data governance for business operations.
If this scenario makes sense for your operation, talk to us. BytebioWe can start with a quick diagnosis and propose a pilot program tailored to your team's specific needs.
