The Ultimate Guide to CPQ: Understanding Configure, Price, Quote and its Impact on your Sales Success

CPQ, or Configure, Price, Quote, is a powerful tool that can help businesses streamline their sales process, increase efficiency, and drive revenue growth. In our ultimate guide, we'll explore the ins and outs of CPQ, including how it works, its practical functionalities, where the differences for B2C- and B2B-Companies lie, and the top benefits of implementing CPQ in your sales process.

What does CPQ stand for and how does it work in practice?

CPQ stands for Configure, Price, Quote. At its core, CPQ is a technology that enables businesses to configure products or services, determine pricing, and generate quotes quickly and accurately. This technology is typically used in industries such as manufacturing, telecommunications, and software, where there are complex products and services that require customization.

The CPQ process begins with configuring a product or service. This involves selecting the desired features, options, and specifications that are unique to a customer's needs. Once the product or service is configured, the price is determined based on the customer's specific requirements, as well as any discounts, promotions, or bundles that may apply. Finally, a quote is generated that includes all of the details of the configured product or service, the pricing, and any terms and conditions.

CPQ explained


The configure stage of the CPQ process is all about customization. From basic color & material configurations to more complex parameters, we at Roomle have mastered this part of CPQ especially. The ability to configure and thus personalize products and services in that way allows businesses to meet the unique needs of their customers. This helps to drive customer satisfaction as well as loyalty and subsequently increases the conversion rate.


Determining the price of a product or service can be a complex process, especially when there are many different options and configurations available. With CPQ, businesses can automate the pricing process, taking into account all of the different variables and options to determine an accurate price for each customer. This ensures that pricing is consistent and errorfree, while also taking into account any discounts, promotions, or bundles that may apply.


The final stage of the CPQ process is generating a quote. With the help of CPQ, businesses can create quotes quickly and accurately, ensuring that customers have all of the information they need to make an informed decision. The quote will include all of the details of the configured product or service, the pricing, and any terms and conditions. This can help to simplify the sales process tremendously, while also improving accuracy and efficiency.

The differences between CPQ for B2B companies and CPQ for B2C companies.

B2B CPQ software is designed to handle complex sales processes involving multiple products or services, as well as complex pricing structures such as discounts, volume-based pricing, and contract pricing. B2B CPQ also needs to handle the unique requirements of each customer, such as their specific needs, budget, and purchasing history.

On the other hand, B2C CPQ software is focused on making the quoting process as simple and intuitive as possible for the end customer. It may include features such as upselling and cross-selling suggestions, as well as visualization tools to help customers choose the right product configuration.

Overall, while both B2B and B2C CPQ software aim to simplify the sales quoting process, they have different priorities and features based on the needs of their respective customers.


The practical functionalities behind CPQ

CPQ technology includes a wide range of functionalities that can help businesses streamline their sales process. These functionalities include:

  • 3D product visualization

  • Product and service configuration

  • Pricing and discounting rules

  • Guided selling and upselling

  • Proposal and quote generation

  • Contract management

  • Integration with other systems such as CRM, ERP, and e-commerce platforms

For companies leveraging these functionalities, the Aberdeen Group reports a whopping 30% increase in effective sales.

The 3 Top Benefits of CPQ

Improved Efficiency

Through automating the sales process, manual data entry and accidental errors will be reduced completely. The result is faster quote generation and up- and cross-selling opportunities.

100% Accuracy

CPQ tools ensures that all quotes and proposals are accurate and consistent, which reduces the risk of errors and discrepancies to zero. CPQ software can also enforce pricing and discounting rules, ensuring that sales reps are using the correct pricing and discounts for each customer.

Increased Sales

CPQ softwares are set-up in order to increase sales by providing sales reps with the tools and information they need to close deals. The softwares can provide product recommendations and pricing options, and can also help sales reps identify cross-sell and upsell opportunities.

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