Lab 02 — Call for Research Partner Companies
Lead-to-Cash — lead through order, fulfilment, billing and cash collection — is the process your company earns its money on.
At Westerman Level 2 it typically still runs on siloed departments and manual hand-offs, and using GenAI on single steps changes little: GenAI doesn't recognise department doors, and data streams don't follow business-unit boundaries. Capturing its value means redesigning the process end-to-end — across people, processes, tools, data and culture.
Lab 02 — the Process & Tools Lab — does exactly that, and measures what it is worth. For your industry it rebuilds the Lead-to-Cash process in two versions: the traditional siloed, manual process, and a redesigned end-to-end target process built for better KPIs such as cycle time, error and rework rate, hand-offs and information loss. Both are implemented technically, GenAI included, in a live test environment.
A real cross-functional team from your company runs both versions, so you can see — within your own team — what the process redesign and the use of GenAI actually deliver in your money-making process. We are recruiting the Partner Companies that make this possible.
What the study does
Lab 02 is a pre-registered, mixed-methods Living Lab. For Partner Companies, participation has two distinct parts:
Critical Incident Interviews (September–October 2026). Senior Spokes interview your Lead-to-Cash managers about specific, recent cases — what happened, in the order it happened. The catalytic interview style is designed to be useful to the manager as well as to the research.
Process Simulation (November–December 2026). One cross-functional end-to-end team runs identical case vignettes through two live, dual-configured Odoo + Salesforce environments — a baseline configuration and an integrated target configuration — while system telemetry captures cycle time, handoffs, error and rework events, information loss, customer latency, cost-per-transaction, and cognitive load.
Who we are looking for
We are recruiting Partner Companies in three industry archetypes:
Manufacturing SME — make-to-stock / make-to-order, recurring B2B, physical supply chain.
Software Project Business — milestone-billed, services-heavy, high custom-build proportion.
Trade — high-volume transactional, channel-complex, dense customer-touchpoint structure.
Eligibility is EU mid-sized: 50–449 employees and / or €10–150M revenue.
What Partner Companies bring
One cross-functional Lead-to-Cash team of 6–8 people — one per core L2C function (Sales, Pricing, Credit, Supply, Production / Service Delivery, Logistics, Invoicing, Collections). This should be a team that already runs the process together today, not a group assembled for the occasion.
A single half-day session (≈ 4 hours) for that team, scheduled flexibly within the November–December window to respect the critical revenue period.
4–6 managers from your broader L2C management pool for 60-minute interviews — different individuals from the simulation testers, to keep the two strands methodologically clean.
What Partner Companies receive
A confidential post-session report quantifying your team’s performance against the Reference benchmarks.
Early premium access to all four Lab 02 tools before public release — the L2C Reference Process Atlas, the PARC+ Stuck-Risk Diagnostic, the GenAI Integration Decision Map, and the Job Transformation Forecaster.
An optional stretch: partners able to offer a second half-day in a non-critical month can opt into a within-firm comparison, producing higher-power evidence and a richer report.
Data protection and ethics
Informed consent for all interviewees and simulation testers, including explicit consent for AI transcription. Tests are done on test data, not partner company data. Firm and individual identifiers are anonymised in all published data. GDPR-compliant handling on EU-hosted infrastructure with time-limited retention and a right to withdraw. Each recruited firm receives a standardised onboarding pack covering scope, time commitment, value-back, ethics and an NDA template.
How to apply
Email office@ebthub.com with the subject line “Lab 02 Research Partner Application” by 31 July 2026.
Tell us your industry archetype, company size, and a rough sense of your Lead-to-Cash team structure.
A 30-minute intro call with the board follows.
Questions about any open call? office@ebthub.com
