The Best CPQ Software to Improve Sales Efficiency

Sales efficiency is the ability to convert time and resources into revenue with minimal waste. In B2B selling, where deal cycles are long and buying committees are large, efficiency often determines whether a team hits its quota. Even small delays in pricing, quoting, or approvals can slow momentum and cost deals.

Configure, price, quote (CPQ) software removes these bottlenecks by automating quoting tasks, guiding product configuration, and delivering accurate pricing in real time. This lets sales teams move quickly from opportunity to signed contract without compromising accuracy or compliance.

This article explores how CPQ software improves sales efficiency from multiple angles, including automation, accuracy, collaboration, and onboarding speed. It also compares leading vendors — including Conga, DealHub, SAP, and Oracle — to help sales leaders choose a platform that fits their team’s size and complexity.

What is sales efficiency and why it matters

Sales efficiency measures how well a team turns its selling time and resources into closed deals. It is usually calculated by comparing revenue generated to the total cost of sales activities. A high efficiency score means a team can close more business without increasing its workload or headcount.

In traditional sales processes, inefficiencies often come from manual quoting, scattered data, and slow approvals. These gaps extend the sales cycle and leave prospects waiting. Missed follow-ups, outdated pricing rules, and unclear product options can also cause deals to slip away.

When efficiency drops, sales cycles stretch and quota attainment suffers. Revenue growth slows, even if lead volume stays strong. Over time, this creates a competitive disadvantage because faster-moving competitors can win deals before others even deliver a quote.

How CPQ software improves sales efficiency

CPQ software speeds up sales cycles by automating tasks that often slow down deals. It supports reps from the first product selection to the final signed contract, helping them work with greater accuracy and less back-and-forth.

Automates repetitive tasks

Manual data entry drains selling time. CPQ tools pull customer and product information directly from integrated systems, so reps do not have to retype details into multiple documents. Quote generation becomes a quick process, with templates and pre-approved pricing ready to send in minutes.

Accelerates sales velocity

Guided selling tools, searchable product catalogs, and configuration wizards help reps build accurate deals quickly. Real-time dynamic pricing updates as products and discounts are added, removing the need for manual recalculations. This prevents delays that can slow a prospect’s decision.

Enhances accuracy and reduces errors

Rule-based configuration ensures every quote follows company guidelines and pricing strategy. Integrated approval workflows catch compliance issues before a proposal reaches the customer. This avoids costly rework and protects margins.

Improves collaboration across teams

Sales, finance, and legal teams work from the same centralized system. All deal versions are stored in one place, so there is no confusion about which file is current. Handoffs between departments happen without missed details or repeated questions.

Boosts time-to-value for new reps

Intuitive workflows help new hires get up to speed quickly. They can build quotes using the same guided tools as senior reps, reducing training time. This enables them to start selling with confidence much sooner than with manual processes.

Key CPQ features that streamline the sales process

A strong CPQ system is more than a quoting tool. It is a connected set of features that work together to remove wasted steps and reduce the risk of human error. These features make it easier for sales teams to respond quickly while keeping deals aligned with company strategy.

Guided selling and product configuration

Guided selling walks reps through a series of prompts to match the right products or services with the customer’s needs. This is especially useful when dealing with extensive catalogs or complex product bundles. The product configurator applies rules in the background to prevent incompatible selections. For example, a rep selling software licenses cannot pair them with hardware that requires a different operating system. This keeps quotes accurate from the start.

Real-time pricing and margin control

Pricing updates instantly as items, quantities, or discounts change. This saves reps from recalculating totals and avoids delays when a prospect requests adjustments. Margin control tools flag when a discount drops a deal below approved profit margin thresholds. Instead of a manual review every time, only those quotes needing attention are sent for approval, keeping the rest moving forward without delay.

Automated approvals and contract generation

Approval workflows follow set rules, so simple deals move straight to the customer while more complex ones get the right level of review. Once approved, the system pulls all quote details into a pre-built contract template. This removes the need for sales reps to re-enter data or manually format documents, which can introduce errors.

CRM and ERP integrations

Direct connections to CRM systems like Salesforce or ERP systems such as SAP mean sales reps always work with current customer, inventory, and pricing data. When a product is out of stock or a new discount program is launched, the change appears instantly in the CPQ system. This prevents quoting unavailable products or outdated pricing.

Performance analytics and quote tracking

Analytics dashboards measure sales speed, conversion rates, and quote success by product or region. Quote tracking shows where each deal is in the process and highlights patterns that may slow sales cycles. Managers can use this insight to adjust training, refine product bundles, or shift pricing strategies to close deals fast

The best CPQ software for sales efficiency

Choosing the right CPQ platform depends on business size, product complexity, and integration needs. The following vendors offer strong capabilities but excel in different areas.

Conga CPQ

Conga offers strong capabilities in document generation and contract lifecycle management. It scales well for global enterprises that need consistent processes across regions. Its strength lies in managing complex, high-compliance deals where accurate documentation is as important as accurate pricing.

Best fit for: Enterprises needing robust document automation and compliance-driven contract workflows.

DealHub CPQ

DealHub combines quoting, contracting, and subscription management in a single interface. Guided selling playbooks walk reps through each step, making it easy to configure even complex deals. Businesses often choose DealHub for its AI capabilities, seamless integrations, quick implementation timelines, and high user adoption rates, which help teams see value in weeks rather than months.

Best fit for: Mid-market to enterprise B2B companies seeking fast rollout and high adoption across sales teams.

SAP CPQ

SAP CPQ is designed for large enterprises, especially manufacturers with intricate product configurations. Its configuration logic supports detailed build-to-order and engineer-to-order processes. Deep integration with the SAP stack provides real-time access to supply chain, inventory, and pricing data.

Best fit for: Manufacturing and industrial companies with complex, engineered products and SAP ERP.

Oracle CPQ

Oracle CPQ uses AI-powered pricing optimization to recommend the most competitive and profitable price for each deal. Its comprehensive rule engine manages highly complex product combinations and service packages. This makes it a fit for industries like telecom, technology, and manufacturing where precision and scalability are non-negotiable.

Best fit for: Large-scale organizations with intricate pricing models and a need for AI-driven optimization.

Choosing the right CPQ to accelerate every stage of selling

From the first interaction with a prospect to the final signed agreement, CPQ software streamlines the work that slows sales organizations down. Automated workflows, accurate product data, and real-time approvals cut delays while keeping deals profitable. Built-in analytics and reporting give leaders a clear view of where the pipeline moves smoothly and where attention is needed.

The right platform can transform the pricing process from a manual chore into a fast, repeatable system. Features like interactive configuration make it simple for reps to build custom solutions, while a robust pricing engine keeps quotes accurate and aligned with margin goals. For teams already invested in CRM integration, an integrated CPQ-CRM system keeps customer and deal information in sync without duplicate work.

But not every sales tool fits every business. A small team might prioritize quick setup and ease of use, while a global enterprise may need advanced capabilities for managing complex sales quotes at scale. Choosing the right vendor means matching your team’s needs to the platform’s strengths.

Take the next step toward faster, more accurate deals. Compare top CPQ vendors today and find the platform that will speed up your quoting process and lift your sales results.