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CPQ - How to get it right first time

Configure, Price, Quote (CPQ). It brings fear into all that hear its name.

Im here to help allay that fear... or at least make it easier.

Implementing a CPQ system can be tricky. It can be complicated, and you can fall into some common pitfalls going and trying to solve every use case in one go. I have spoken about this several times but wanted to collate all my previous ramblings into a more coherent view.

In this blog, I hope to help you discover why you need one and what it can bring to your organisation. A CPQ can become necessary when specific triggers or symptoms arise within your organisation, and the benefits of having a CPQ system are numerous. I explore the crucial factors to consider when implementing a CPQ system in your organisation, ensuring you maximise its potential.

Let's get started!

Triggers for Needing a CPQ:

To get started, we need to know when a CPQ is needed; the first signs will not always be as obvious, but as someone in Revenue Operations, you will have an eye on these areas as you manage your team's scale.

The key things I have experienced or seen are:

1 - Inaccurate and inconsistent quotes:

If your sales team generates quotes with errors or inconsistencies, it could lead to lost revenue and damaged customer relationships. A CPQ system can help eliminate these issues by automating the quoting process and ensuring accuracy.

2 - Lengthy sales cycle:

A long sales cycle can result from manual processes and a lack of standardisation, causing inefficiencies and delays. Implementing a CPQ system can streamline the sales process, reducing the time it takes to close deals.

3 - Difficulty managing product configurations:

Managing the various configurations and options available to customers can be challenging as your product offerings become more complex. A CPQ system can simplify this process, making it easier for sales reps to generate accurate quotes for complex products.

4 - Inefficient pricing management:

Manually managing pricing rules and discounts can be time-consuming and prone to errors. A CPQ system can automate pricing management, consistently applying the correct prices and discounts.

5 - Limited visibility into sales performance:

If your organisation struggles to gain insights into sales performance and trends, a CPQ system can help by providing real-time analytics and reporting.

Benefits of Having a CPQ System:

So we have established you need one - what does it bring to you?

What benefits are there, and what must we keep in mind?

1 - Improved quote accuracy:

A CPQ system helps eliminate errors and inconsistencies in the quoting process, ensuring that quotes are accurate and consistent.

2 - Streamlined sales process:

By automating manual tasks and standardising the sales process, a CPQ system can reduce the sales cycle length and help your sales team close deals faster.

3 -Enhanced product configuration management:

A CPQ system simplifies the management of complex product configurations, making it easier for sales reps to generate accurate quotes for tailored solutions.

4 - Efficient pricing management:

A CPQ system automates pricing rules and discount management, ensuring consistent application across all quotes and reducing the risk of errors.

5 - Increased visibility into sales performance:

CPQ systems provide real-time analytics and reporting, giving your organisation valuable insights into sales trends and performance.

6 - Scalability:

As your business grows, a CPQ system can quickly adapt and scale to accommodate increased data, users, and product offerings.

7 - Better customer experience:

With a CPQ system, your sales team can quickly respond to customer requests, provide accurate quotes, and offer tailored solutions, leading to a better overall customer experience.


With a clear understanding of the triggers for needing a CPQ system and its benefits, we can now delve into the crucial factors to consider when implementing a CPQ system in your organisation.

Today we are constantly searching for tools and strategies to stay ahead of the competition. A smooth buying journey will be high on the list of benefits, and a vital part of that is pricing and your quote. I spoke with Sandeep Jain on the MonitizeNow Podcast about this topic, where I had seen issues and failings before.

At the CPQ project had started and finished mainly by the time I arrived. The most significant issue was not with the build but that we didn't have enough people in the room to establish and build the rules needed to implement a robust change management process. This resulted in significant time post-launch cleaning and rebuilding to fit the real use cases.

And so, with this in mind, a successful CPQ implementation requires careful planning, collaboration, and execution.

Start with Clear Objectives and Scope

Before diving into a CPQ implementation, it's essential to define the objectives and scope of the project. Identify the specific pain points your organisation aims to address and establish goals for efficiency, accuracy, and sales performance improvements. Setting clear expectations will lay the foundation for a successful implementation.

Discuss your objectives and scope with relevant stakeholders, such as your executives, sales leaders, and IT teams. Ensure everyone is aligned with the project's goals and understands the expected outcomes. This alignment will make it easier to secure buy-in and support throughout the implementation process.

Make sure you confirm currencies, countries, taxes and contract lengths. View the basic Minimum Viable Product (MVP) and build from that. It's better to think slowly and build small and build fast. You'll get to where you need to be quicker.

Engage Stakeholders Early and Often

A successful CPQ implementation relies on the input and support of stakeholders from various departments, such as sales, marketing, finance, and IT. Engage these stakeholders early to ensure their requirements and concerns are considered, leading to a solution that meets everyone's needs. Regular communication and updates throughout the project will help maintain alignment and support.

Create a project team that includes representatives from each relevant department. This team will be responsible for providing input on system requirements, participating in key decision-making, and ensuring a smooth implementation. Schedule regular project meetings and provide stakeholders with progress updates, challenges, and successes. This level of transparency will help build trust and collaboration among the team members.

Focus on Data Accuracy and Integration

Integrating your CPQ system with other relevant systems like CRM, ERP, and marketing automation is crucial for maintaining data accuracy and consistency across your organisation. Clean and validate your existing data before importing it into the CPQ system, and ensure that any future data updates are synchronised across all connected systems.

Perform a thorough data audit to identify any inconsistencies or errors in your existing data. Develop a data cleansing plan that addresses these issues and ensures the highest level of data quality. Once your data is clean and accurate, establish data integration points between your CPQ and other relevant systems. This will enable seamless data flow and process automation, increasing efficiency and reducing errors.

Configure Products and Pricing for Success

The heart of any CPQ system lies in its product catalogue and pricing rules. Spend time configuring these elements accurately to deliver precise quotes and prevent errors that can lead to lost revenue or customer dissatisfaction. Regularly review and update your product catalogue and pricing rules to align them with market conditions and business objectives.

Begin by defining your product hierarchy, which includes categorising your products and the relationships between them. This structure will help sales reps easily navigate the product catalogue and configure quotes quickly and accurately. Next, establish pricing rules that account for various factors, such as volume discounts, promotional offers, and customer-specific pricing. Ensure these rules are flexible and can be easily updated as market conditions and business objectives change.

Enhance the Sales Process with Guided Selling

Develop a guided selling process within your CPQ system that helps sales reps identify the best customer solutions based on needs, preferences, and budget. A user-friendly interface and streamlined sales process can reduce the learning curve for sales reps and increase their efficiency.

To create an effective guided selling process, start by mapping out the steps in configuring a quote for each product category. Identify key questions that sales reps should ask to determine the most suitable solution for their customers. Incorporate these questions into your CPQ system as prompts or decision trees, guiding sales reps through the quoting process.

Additionally, focus on providing a user-friendly interface that simplifies the sales process and reduces the learning curve for sales reps. Consider incorporating drag-and-drop functionality, search capabilities, and visual product configurators to enhance the user experience.

Customise and Scale for the Future

Choose a CPQ solution that offers the flexibility to customise the system according to your business requirements and can scale to accommodate future growth and changes. This will ensure that your CPQ investment continues to deliver value as your organisation evolves.

When evaluating CPQ solutions, consider integration capabilities, customisation options, and scalability. Look for a solution that supports a wide range of integrations with other business systems, allows for customisation of the user interface and workflows, and can handle increasing volumes of data and users as your business grows.

Train, Support, and Manage Change

A successful CPQ implementation requires comprehensive training and ongoing support for your sales team and other stakeholders. Develop a change management plan that addresses potential resistance and ensures a smooth transition. By empowering your team with the skills and knowledge to use the new system effectively, you'll maximise the benefits of your CPQ investment.

Create a training plan that covers both the technical aspects of using the CPQ system and the broader concepts of guided selling and sales process improvement. Consider offering in-person training sessions, online resources, and hands-on workshops to cater to different learning styles and preferences. Additionally, establish a support structure that provides ongoing assistance and troubleshooting for users as they become more familiar with the system.

Test, Validate, and Iterate

Thorough testing and validation of the CPQ system are critical before rolling it out to the entire organisation. Conduct comprehensive tests to ensure the system functions correctly, generates accurate quotes, and meets all requirements. Fix any issues or bugs before deployment, and continue to monitor and optimise the system after implementation.

Develop a testing plan that includes functional, integration, and user acceptance testing. Functional testing ensures that individual features and components of the CPQ system work as intended, while integration testing verifies that the system works seamlessly with other connected systems. User acceptance testing involves actual users testing the system to confirm that it meets their needs and expectations.


Once the system is live, continuously monitor its performance and gather feedback from users to identify areas for improvement. This ongoing process of iteration and optimisation will ensure that your CPQ system remains aligned with your business goals and continues to deliver value over time.

A successful CPQ implementation can transform your sales process and significantly benefit your organisation. By focusing on the critical aspects outlined in this comprehensive guide, you can increase the chances of a successful outcome and unlock the full potential of your CPQ investment. By planning, engaging stakeholders, and monitoring the system carefully, you'll be well on your way to scaling and growing!

Make sure to think slow, build fast, and you'll not have to share your war stories of botched implementations.

Let me know if this has been helpful, and if you want more information be sure to listen to the What About Rev Ops Podcast.


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