CPQ (Configure, Price, Quote)
Software and process for generating accurate, approved quotes based on product configuration, pricing rules, and discount policies.
CPQ (Configure, Price, Quote) is software that automates building accurate, customized sales quotes.
Three Core Steps
- Configure – Select and bundle the right products, features, and services while enforcing compatibility rules.
- Price – Apply list prices, discounts, and terms with guardrails and approvals to prevent margin leakage.
- Quote – Generate a professional, accurate quote or proposal ready to send for customer review and signature.
Why CPQ Matters
Without CPQ, reps rely on spreadsheets and manual processes, which often causes:
- Pricing errors and unauthorized discounts
- Invalid or incompatible product combinations
- Slow quote creation and longer sales cycles
A strong CPQ implementation reduces errors, speeds up quote-to-close, and protects margins by enforcing pricing and discount rules.
Common CPQ Tools
- Salesforce CPQ (Steelbrick)
- DealHub
- Conga
- PandaDoc
Many CRMs now include basic CPQ capabilities natively.
RevOps’ Role
Revenue Operations typically owns CPQ setup and governance, including:
- Defining product catalogs and SKUs
- Managing pricing logic and discount rules
- Setting approval workflows
- Maintaining quote and proposal templates
Because CPQ directly impacts deal speed, margin protection, and revenue accuracy, it is one of the most critical systems managed by RevOps.