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Digital sales with SAP CPQ

SAP CPQ creates integrated, automated quotations

Speed is crucial today. Precisely in sales, it’s important that customers get quotes quickly. With complex products and customer-specific requirements, the quotation process can be time-consuming and subject to errors. This doesn’t have to be the case: SAP CPQ can simplify and speed up the quotation process.

SAP CPQ supports sales employees with “guided selling,” in order to find the right product for the customer faster, calculate the prices more easily, and configure the products so they are valid. With SAP CPQ, new quotations are created based on pre-defined templates or existing quotations and further processing is documented so it can be traced. Standardized quotation processes make creating quotations easier and all interactions including quotation sending, approvals, etc. are mapped in the system.

This way, it is possible to create a valid quotation in the shortest possible time starting with a customer’s complex request for quotations.

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White paper: Digital sales with SAP CPQ

Easy integration of digital quotation processes for more efficiency, sales and customer satisfaction with SAP CPQ. Learn more in our white paper.

Download the white paper on digital sales with SAP CPQ now


Configure – Price – Quote


The predecessors of CPQ are simple product and variant configurators that lead people through the product selection process. Anyone who has bought a car is familiar with automatic configurators. They help find the right product quickly and combine the right product and service options with one another. With the help of the configurator, the customer’s requirements for the product are identified precisely. The sales employee is practically led through the quotation process. A combination logic that shows which options fit together or exclude each other runs in the background. On this basis, suitable product variants are suggested to the salesperson. The configurator specifies which selection is possible or forbidden in which context. With the plausibility check, configuration errors and contradictions are indicated immediately; if necessary, components are harmonized or alternatives suggested. Products can be stored as bundles – product combinations – in the configurator. For salespeople, this means that they don’t have to have all the possible combinations and product features in their heads; instead, the system clearly specifies what belongs together and how things can be combined. This guarantees error-free product selection even in case of highly complex products such as machines. In addition to the right product selection, the associated prices are also relevant for the quotation. Depending on the product combination and bundles, these can vary a great deal. Here too, SAP CPQ provides help automatically.


Prices in quotations do not always correspond to list prices. Depending on the framework contract, discounts, scaled prices or partner discounts, they can vary a great deal. Pricing in quotation configuration is just this dynamic. Frequently, without an automatic solution, it is difficult for sales employees to determine the right price and remain up-to-date. With SAP CPQ, prices are easy to determine. Components such as discounts, restrictions, product bundles, and scaled prices are considered. Usually SAP CPQ is incorporated into the ERP system. Basic prices, costs, etc. then come directly from the ERP and are adjusted (sliders for margins, discounts, etc.). Prices can also be maintained directly in SAP CPQ if the solution is running stand-alone. Before sending a quotation, you can check in the system whether the discounts granted are correct, whether release specifications were heeded, and whether there are legal or credit checks and export controls. This ensures that customers always receive the right quotation.


Quotations are created directly after product configuration and pricing, also from SAP CPQ. The process runs automatically, dynamic templates create help quotations at the touch of a button. SAP CPQ does justice to the customer’s different purchasing or procurement processes, which require a great deal of flexibility. SAP CPQ produces a document that can be sent via e-mail or DocuSign or printed out for checking and signature. Via PDF, product data sheets or general terms and conditions can be attached or the quotation can be adjusted manually. With SAP CPQ, depending on the customer, you can select the right template and adjust sections. This is how to ensure a uniform quotation format at the company.


Graphics valantic SAP CPQ Lead-to-Order

Continuous processes in the customer life cycle

SAP CPQ is integrated with many other programs, including SAP C4C, S/4HANA, DocuSign, and Adobe Sign, just to name a few. Thanks to the integration of customer, price, and product data from other IT systems, quotations are always up-to-date and customer-specific. Quotations, contracts, orders, and invoices are networked and can be called up transparently at any time. SAP CPQ also closes the gap between sales and production. With interlocking of the processes, the finished quotation can be transformed directly into an order including detailed production data. The integration of SAP CPQ in SAP C/4HANA also enables extensive, comprehensive evaluations that are important for controlling sales and production.

Automated, optimized approvals

With SAP CPQ, approval processes can be automated and made more efficient. For example, quotations trigger an approval process if they exceed discount thresholds or include non-standard conditions. Price reductions are either granted automatically or, if they violate your margin or other rules, they are passed along automatically for approval. There are no limits to approval workflows in CPQ. Time-consuming approval processes are eliminated, quotation creation goes much faster.

The benefits of SAP CPQ

Increased customer satisfaction

With SAP CPQ, the quotation process is faster and internal coordination simplified. Special requests from customers are checked and calculated automatically. Internal coordination, approvals, and response times are eliminated. Pricing considers customer data and individual conditions, so that the customer receives a perfectly correct quotation in the shortest possible time. Quotations are structured clearly and contain correct customer data and conditions. Complex products can also be configured error-free. Employees can react quickly to customer requests and adjust quotations. Quick quotation creation, complex configuration, and the right prices ensure that customers are impressed by the services even during the quotation process.

Efficiency in sales

If a quotation presents a big challenge for the whole team, then it’s time to change something. With SAP CPQ, sales employees can configure and calculate products without a lot of specialized technical knowledge and create quotes easily. New sales colleagues will also soon be in a position to create valid quotations. Product knowledge is stored centrally and knowledge transfer is increased. Similarly, long internal coordination and approval processes are eliminated or speeded up, and yet the quality of the quotations and thus the likelihood of their turning into orders increases. With SAP CPQ, end-to-end sales processes are guaranteed and the process from lead generation to conclusion (lead-to-order) is speeded up. Overall, efficiency in sales increases, so that more sales can be made in less time. When it’s easier for sales to create quotations, in the end there’s more time for customers.

Cost savings & security

The quality of the quotations is another argument for working with SAP CPQ. The number of incorrectly configured quotations with incorrect prices, discounts that are too high or incorrect product combinations drops. Thanks to increased standardization and automation, sales processes move faster, which reduces costs.

Both customers and the sales team can be sure at all times that they can find the right product for the need at hand and sell it at the right price. Quotations include fewer errors, with regard both to price and product configuration.

Successful SAP CPQ projects

Image of multiple people that are standing around a laptop, having a discussion, a conference room in the background as well as a close-up of a computer keyboard and a signed contract
User-focused offers with SAP CPQ Solution Quote at Bizerba

Sales at Bizerba needed a tool to create complex quotations that unites all these dimensions in a single interface. This is where the idea for Solution Quotes came from.

Read our blog post about the employment of SAP CPQ at Bizerba
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Achieving a perfect customer experience with Solution Quotes in SAP CPQ

Creating exciting offers finally became quick and easy! Together with Bizerba, we implement this user-centered offer process with CPQ. In our webinar we offer exclusive insights into the project.

Watch now: The webinar recording on the SAP CPQ project with Bizerba


What does CPQ stand for?

CPQ is the abbreviation for Configure, Price, Quote. This abbreviation is normally used in connection with system solutions for digital quotation systems for complex, variant-rich, and customer-specific products or services.

What is SAP CPQ?

SAP CPQ is an SAP software solution that can be used to simplify and speed up quotation processes. This way, companies can offer their customers the right product at the right time.

What are the benefits of SAP CPQ?

SAP CPQ offers greater customer satisfaction, greater efficiency in sales, cost reductions, and security. SAP CPQ also guarantees continuous processes in the customer life cycle. This way, it is possible to guarantee that quotations are always up-to-date, configured correctly, and created specifically for the customer. Configuration management allows customer-specific quotation calculation.

Can SAP CPQ be integrated with other systems?

SAP CPQ can be connected to all common CRM and ERP systems and unleashes its full potential when it is connected to a system environment. In addition, there are many possible ways to integrate it, for example with the SAP Sales Cloud (formerly SAP C4C, SAP S/4HANA, DocuSign and Adobe Sign.

What functions does SAP CPQ offer?

With “guided selling,” SAP CPQ helps sales employees create quotations quickly. They are created based on predefined templates or existing quotations and then processed further. The quotation creation is much faster and better, thanks to automation and standardization. Combination logic and prices usually come from an integrated ERP system. And discounts and approval processes can also be mapped in SAP CPQ. SAP CPQ closes the gap between sales and production, which means that orders can be processed faster.

What the difference between SAP CPQ and the CallidusCloud?

SAP CPQ and CallidusCloud are one and the same. CallidusCloud was taken over by SAP in 2017. SAP CPQ is the new product name for the CallidusCloud CPQ solution.

Why is valantic the best partner for SAP CPQ?

valantic is an SAP-PartnerEdge-Gold-Partner with many years’ experience. Numerous successful SAP projects and implementation underscore the company’s expertise in diverse industries. As a consulting company, valantic is also a contact partner for companies after the implementation, regardless of whether the focus is on strategies, implementation topics or enhancement. The experts in the on-demand webinar explain how valantic’s customer Bizerba used SAP CPQ in sales to develop solution-oriented, digital quotation processes. Do you have other questions about valantic? We’ll be glad to answer them at any time.

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Authors' portrait of Christoph Resch, Managing Director at valantic CEC Germany

Christoph Resch

Managing Director
valantic CEC Deutschland GmbH