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The Impact of CPQ Software: B2B Guide

The Impact of CPQ Software: B2B Guide

CPQ (Configure, Price, Quote) software transforms sales efficiency. Explore how CPQ software capabilities help businesses tailor offerings, price accurately, and generate quotes faster than ever.

Configure, Price, Quote (CPQ) software transforms how businesses manage pricing and quoting. 

In fact, CPQ enables sales to send prospects and customers 49% more contracts, proposals, quotes and RFP responses.

What is CPQ, and how does it differ from CRM systems? When is CPQ necessary, and what benefits does it offer? Let's explore CPQ, its capabilities, and how it can elevate your sales operations.

cpq guide
salesforce cpq alternatives

CPQ: Definition

cpq solutions
Source: PandaDoc

CPQ stands for Configure, Price, Quote, encompassing the procedures for presenting a quotation to a customer. 

This includes configuring products to meet customer requirements, generating a detailed product list with pricing, and presenting a formal quotation. 

CPQ often refers to software that automates this process and integrates with CRM systems. It is crucial for complex products, helping maintain profit margins, minimize errors, and expedite the sales cycle from discovery to negotiation.


Product configuration involves several parameters affecting pricing. For example, purchasing a Salesforce license requires considering plan selection, license quantity, API call volume, and storage capacity. 

These factors must be planned for their evolution throughout the billing cycle, including conditions for license addition or removal, API call volume thresholds, and storage volume adjustments.


In this phase, product costs and unit prices are combined to form a comprehensive tariff, such as an annual package. 

The process is simple with linear pricing but becomes complex with tiered pricing, sliding-scale rates, promotions, or fluctuating prices. 

This stage is fully automated, with minimal use of Excel files, ideally using specialized software for optimal efficiency.


Refining a quotation involves precise incorporation of all sales conditions and details. Manual editing often leads to errors, making automation necessary. 

Key aspects of successful quotation management include handling customer agreements, providing electronic signature options, transitioning opportunities to a closed/win status in your CRM, and initiating invoicing procedures.

CRM and CPQ: What’s the Difference?

crm cpq
Source: SalesMate

Customer Relationship Management (CRM) software helps businesses communicate with customers and increase sales. Configure, Price, Quote (CPQ) software quickly creates accurate quotes for products or services. 

Combining CPQ with CRM optimizes productivity and maximizes sales opportunities. This integration streamlines the sales process (like lead management, quote generation, and CRM payment processing), enhancing efficiency and customer relationships. 

Benefits include: 

  • Enhanced Customer Satisfaction: Personalized quotes and faster responses. 
  • Centralized Data Management: Access all customer interactions and sales activities in one place. 
  • Improved Pipeline Visibility: Get detailed insights into deals and trends. 
  • Streamlined Processes: Automate lead management and quote generation. 
  • Enhanced Sales Insights: Gain valuable insights into customer interactions and team performance.
crm cpq
Source: SalesMate

CPQ Capabilities and Functionality

Key Functionality
Tailoring Product Configurations
Enables sales teams to customize product configurations to meet each customer's specific needs, considering dependencies, pricing models, and discount policies.
Product Rules CPQ Template
Simplifies handling multiple SKU variations by presenting them in a user-friendly question-and-answer format, making it easy for buyers to understand.
Integrated Cross- and Upsell Recommendations
Improves deals by customizing offerings to meet each buyer's unique requirements, potentially increasing deal value through upselling and cross-selling.
Guided Selling Features
Empowers sales representatives to generate pricing quotes quickly, with visual product comparisons, online resources, and transparent audit trails.
Real-time Tracking
Provides sales managers with valuable insights into ongoing operations, tracking changes and actions in real-time.
Instant Quote Generation
Allows for the rapid production of high-quality quotes, reducing the time needed to generate quotes from days or weeks to just minutes or hours.
Intuitive Interfaces and Personalized Quote Templates
Equips both sales reps and channel partner reps to effectively communicate a professional message, with minimal training required to use the software.

CPQ software is essential for sales teams, allowing them to tailor product configurations to meet customer needs. It automates quote generation for complex sales scenarios, considering product dependencies, pricing models, and discount policies for accurate proposals. 

A product rules CPQ template simplifies handling multiple SKU variations, presenting them in a user-friendly format. Integrated cross- and upsell recommendations customize deals to meet buyer requirements. Guided selling features enable quick quote generation with visual comparisons, online resources, and audit trails. 

Real-time tracking provides sales managers with valuable insights. CPQ software produces instant, high-quality quotes, reducing the timeline from days or weeks to minutes or hours. Intuitive interfaces and personalized quote templates help sales reps and channel partners convey a professional message with minimal training.

The Benefits of a Good CPQ

Enhanced Deal Value 

Automated pricing systems are in place to protect profit margins and prevent unauthorized discounts. Discounts that fall within predefined limits can be approved automatically, while those that exceed the threshold will be directed to the relevant approver for further review. 

Additionally, CPQ tools are available to assist sales representatives in suggesting upsells and cross-sells, optimizing deal structures to increase buyers' value, and often resulting in larger deals. 

Increased Quote Generation

Generating quotes has historically taken days or weeks, but CPQ software expedites the process, allowing quotes to be generated within minutes, enhancing customer satisfaction and closing deals faster.

Enhanced Quote Precision

CPQ software ensures quote accuracy by incorporating data like product rules, pricing, availability, and discounts.

Accelerated Sales Cycle

CPQ software streamlines the sales cycle by simplifying quote generation, facilitating deal closure, and securing more deals.

Enhanced Lead Conversion

Prospective clients seek seamless progression in the buying process without delays. With a CPQ solution, customized quotes can be swiftly generated, boosting the chances of lead qualification.

The Best CPQ Options in 2024


Salesforce CPQ delivers precise pricing across various product configuration scenarios, considering optional features, customizations, quantities, and discounts. It integrates seamlessly within the Sales Cloud platform, linking directly with CRM for informed sales decisions. 


QuoteWerks facilitates sales quote and proposal creation, integrating with existing CRM software and distributors. It offers CPQ capabilities, robust product configuration options, and a dedicated platform for streamlined sales processes.


DepositFix is a CPQ solution for high-growth online businesses, streamlining payment processing and revenue management. It addresses common pain points like fragmented payment data and manual spreadsheet work.


Qwilr transforms document creation by converting them into dynamic and interactive web pages, allowing businesses to share quotes, proposals, and presentations seamlessly. 


PandaDoc offers a vast library of customizable templates for editing and signing documents. It integrates with CRMs, providing sales proposal automation and CPQ capabilities.

DealHub CPQ is known for ease of use, flexibility in configuration, and exceptional support. It simplifies navigation for end-users and administrators, ensuring a personalized user experience.

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CPQ software is essential for streamlining pricing and quoting processes. Automating configuration, pricing, and quoting tasks empowers sales teams to customize offerings, price accurately, and generate quotes quickly, driving revenue growth and profitability. 

Benefits include enhanced deal value, increased quote generation, and accelerated sales cycles. Businesses have options like DepositFix, Salesforce CPQ, QuoteWerks, Qwilr, PandaDoc, and 

DepositFix revolutionizes revenue management and payment processing for online businesses, overcoming common challenges and driving financial efficiency and growth. Embrace CPQ software and solutions like DepositFix to streamline operations, enhance customer satisfaction, and achieve sustainable growth. 

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What factors should businesses consider when choosing a CPQ solution?

When choosing a CPQ solution, factors include integration capabilities with existing CRM and ERP systems, scalability to accommodate future growth, user interface and ease of use for sales teams, customization options to align with specific business needs, and vendor reputation, support, and reliability.

Can CPQ software be customized to meet specific business needs?

Yes, CPQ software can usually be customized to meet specific business needs. This customization may involve configuring pricing rules, product configurations, quote templates, and integrating with other systems. Most CPQ providers offer customization options to tailor the software to unique business requirements.

What are some common challenges businesses face when implementing CPQ software?

Common challenges in implementing CPQ software include data integration issues with existing systems, ensuring user adoption and training for sales teams, customization to fit unique business processes, and managing complex pricing structures and rules.

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