In many companies, receiving a sales order is just the start of a broader set of activities, like manufacturing, shipping, invoice, and receivable management.  In enterprises, these are all typically managed by an ERP system, such as SAP.  So making sure sales orders are correctly created in the ERP (after being entered in a CRM, eCommerce site, etc.) is critical to ensure that customers receive their orders and the company collects payments in a timely fashion.