The origins of modern CPQ (Configure, Price, Quote) solutions trace back to a time before the CRM category even existed. Over the years, CPQ has evolved into a powerful tool for businesses looking to streamline their sales and revenue processes.
"The roots of modern CPQ predate the category we now call CRM. The story of CPQ is one of constant evolution and very practical business value," says Heather Hershey, Research Director, Worldwide Digital Commerce Strategy at IDC.
In the broader B2B digital commerce landscape, CPQ has become a vital orchestrator, enhancing the entire revenue lifecycle—including product configuration, pricing optimization, and deal management. As businesses continue to embrace digital transformation, CPQ is emerging as a key driver of automation, efficiency, and customer satisfaction.
With its ability to manage complex sales workflows and integrate seamlessly with ERP and CRM systems, CPQ empowers enterprises to accelerate their sales cycles while delivering personalized and accurate quotes to customers. As the category matures, its role in automating intricate business processes and enhancing B2B customer experiences will only continue to grow.
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