Configure, Price, Quote (CPQ)


CPQ stands for Configure, Price, Quote. At its core, CPQ is a sales tool designed to help companies produce accurate and highly configured quotes for complex products with many variables. By effectively linking the front-end customer-facing systems (Configure and Quote) with back-end systems (Price), CPQ streamlines sales processes, making it easier to generate complex proposals. It consists of the following:

  • Configure: This is where you define the product or service to meet the customer’s needs, often leveraging visual configurations.
  • Price: The system provides automated, up-to-date pricing, factoring in discounts and bundling options.
  • Quote: Once the product is configured and priced, a professional proposal is generated with the ability to track revisions and integrate with CRM systems.

Benefits of CPQ for Marketers

Now that you understand what CPQ does, let’s dive into why it should be on every marketer’s radar.

Streamlined Sales Processes

CPQ eliminates the guesswork and time-drain of manual sales processes, leading to faster sales cycles and happier customers.

Accurate Quotes Every Time

Human error disappears as CPQ ensures that every quote is correct, compliant, and on-brand, providing a consistent customer experience.

Data-Driven Insights

With the ability to track quote metrics, marketers can gain valuable insights into customer preferences, which can inform pricing strategies and product development.

Aligning Sales and Marketing

By using CPQ, marketing teams can share content, showcase product configurations, and maintain consistent messaging and pricing definitions across the whole sales journey.

Strategies for Marketers

Having CPQ in place is one thing, but leveraging its capabilities to enhance your marketing efforts is another art entirely. Let’s explore some strategies that can maximize CPQ for marketing success.

Personalization at Scale

Use CPQ to offer personalized product configurations to customers at scale. With data-driven insights, marketers can tailor product presentations to individual customer profiles, enhancing the personal touch in a digital world.

Optimize the User Experience

CPQ can revolutionize the user experience. By integrating with your e-commerce platform, you can provide a seamless and intuitive path from product configuration all the way to purchase, increasing conversion rates.

Showcase Value with Interactive Content

Employ CPQ tools to create interactive product visualizations that highlight the value and versatility of your offering. Interactive content not only captivates customers but also increases their understanding of the product, which can lead to higher sales.

Unlock New Revenue Streams

CPQ can be an excellent tool for introducing new bundles, promotions, and offers to your customers. Marketers who harness CPQ for these purposes often observe an upsurge in their average transaction value and overall revenue.

Alignment between Sales and Marketing with CPQ

As we move into the future, CPQ systems are likely to become even more integral to marketing and sales strategies.

Integration with AI and Analytics

The next frontier for CPQ lies in its integration with AI and advanced analytics. This will further enhance its ability to predict customer behavior and streamline sales processes, potentially revolutionizing how companies market and sell their products.

Omni-Channel Engagement

Imagine customers being able to configure, price, and quote a product seamlessly across multiple channels. CPQ can be the linchpin in the creation of an omni-channel sales and marketing strategy that provides a consistent and comprehensive customer experience.

Sustainability and Ethical Selling

With the growing consumer demand for sustainability, CPQ can be instrumental in showcasing environmentally friendly product options and ethical supply chain configurations. Marketers can use CPQ to promote green products, making sustainability a competitive advantage.


House of the Customer by Greg Kihlström