CPQ (Configure, Price, Quote): what it is, what it is used for, and how to choose it

What is CPQ?

CPQ is a system that automates product configuration, pricing calculation, and the generation of commercial quotations.

Through technical, commercial, and pricing rules, CPQ guides the salesperson or sales engineer in creating accurate and consistent offers, both for highly configurable products and for custom-engineered products.

Its main goal is to reduce time, errors, and complexity in sales quotation management.

When is CPQ needed?

Without a CPQ system, quotation creation often relies on Excel spreadsheets, individual know-how, or manual checks between engineering and sales departments.

The most common issues are:

• product configuration errors
• sales department dependency on engineering
• slow quotation preparation
• excessive manual work
• uncontrolled pricing and discounting
• unsustainable or inconsistent offers
• long customer response times
• low perceived customer quality

Thanks to solutions like the SolidRules CPQ, the complexity of quotation management can be effectively controlled and governed in a more structured way.

What are the real benefits of CPQ?

The adoption of a CPQ system brings tangible benefits both to the sales department and to the company as a whole. It helps reduce the issues that slow down the sales process (time-to-quote), minimize the risk of errors, and increase both margins and conversion rates.

Is CPQ software designed only for technical users?

No. A modern CPQ system is specifically designed to simplify complex processes, even for users without technical expertise.

The goal of CPQ is to translate technical and commercial rules into guided, simple, and controlled configurations. This allows sales, commercial teams, and customer service to create accurate offers without needing to understand the full engineering complexity of the product.

Do you need programming skills to manage a CPQ system?

No. The most advanced CPQ platforms are designed to make configuration rule management accessible even to non-developer users.

In SolidRules, for example, configuration logic can be managed through structured, familiar tools designed to support business users without requiring traditional coding activities.

More advanced solutions like SolidRules are built to be simple, fast, and accessible even to non-technical users, thanks to an intuitive interface.

Where is CPQ used?

CPQ is mainly used by companies that manufacture or sell complex products, where there is a need for customization or management of engineered-to-order solutions. The typical scope is the manufacturing and engineering sector, supporting the commercial configuration of machines, production lines, plants, and other complex technical products.

The SolidRules CPQ is not only a tool for internal sales teams, but can also become a platform that enables the entire external sales network (dealers, sales branches, etc.), while maintaining technical control and consistency in product configuration.

Some examples of CPQ systems?

With the SolidRules configurator, we have built CPQ solutions for:

• configuring individual machines such as machining centers, seeders, snowplows, and waste transport vehicles
• configuring production lines for packaging, plastic granulate transport, flour handling, painting systems, and cutting of glass, stone, and metal
• configuring costs and manufacturing cycles in industries such as aluminum rolling
• configuring layouts and functional P&ID diagrams
• configuring roofs and fall protection systems, even for turnkey sales
• configuring elevators and stairlifts
• configuring overhead doors
• configuring swing and sliding doors
• configuring shelving systems
• configuring vehicles
• customizing vehicles for electricians, plumbers, and fire departments
• configuring valves
• configuring hydraulic power units
• configuring plate and shell-and-tube heat exchangers
• configuring pergolas
• configuring awnings
• configuring operating rooms
• configuring dental clinics
• configuring wooden kitchens
• configuring industrial kitchens for catering
• configuring checkout counters
• configuring wine and food display cases
• configuring waste containers
• configuring protection systems
• configuring UPS systems
• configuring boats and yachts
• configuring manuals, assembly instructions, operator instructions, and Machinery Directive documentation

Is CPQ only used for creating quotations?

Generally, CPQ is limited to quotation management. When the CPQ is part of SolidRules, the answer is no.

In fact, with SolidRules CPQ you can manage the entire commercial flow through to after-sales, thanks also to the power of SolidRules Desk. You can configure a quotation, an order, a bill of materials, or routing cycles, and calculate product costs.

Some companies even use it as a post-sales activity configurator. For example, sending a team abroad for a technical intervention may require:

• preparing the offer
• acquiring the order
• defining resources
• selecting accommodation
• booking transportation
• verifying visas
• shipping materials
• arranging equipment rentals

Based on requirements, the configurator generates a project with all activities already assigned to the relevant stakeholders.

This is just a small example of the potential of SolidRules CPQ.

Why choose SolidRules CPQ instead of an ERP-based CPQ?

Choosing the configurator included in the ERP may seem like the most logical and simple solution, since it appears to avoid integration issues.

However, this is often a short-sighted choice, because these built-in configurators tend to be limited and not very flexible. A CPQ with a PLM-oriented approach like SolidRules CPQ is generally a better choice for manufacturing companies, as it also enables a smoother transfer of information to the engineering department.

Why choose SolidRules CPQ instead of a CRM-based CPQ?

As with ERP systems, configurators embedded in CRM platforms are generally suitable for simple product configuration.

When you need to manage complex products, especially those involving custom or engineered-to-order requirements, their limitations quickly become evident.

Can CPQ work without an internet connection?

Yes, and this completely changes the rules of the game.

With offline CPQ, you can:

• configure complex products anywhere you are
• generate complete quotations even without an internet connection
• apply all predefined technical and commercial rules
• continue selling without depending on connectivity

And when you go back online? Everything syncs automatically, with no data loss and no duplicate work.

In solutions like SolidRules CPQ, offline mode is not an “emergency feature,” but a true operational tool in the field.

What is the strength of SolidRules CPQ?

SolidRules is much more than a CPQ designed to automate product configuration and pricing in companies that manage complex products.

It certainly enables you to:

• configure products through guided rules
• generate quotations quickly
• control prices, discounts, and margins
• reduce time and manual activities

However, the real strength of SolidRules CPQ is that it does not stop at quotation generation. It is a system that transforms commercial configuration into engineering, bills of materials, technical documentation, production data, and manuals.

It does not work in isolation: since SolidRules is an end-to-end platform, the CPQ turns configuration into real, usable data across the entire product lifecycle.

Can the SolidRules CPQ also be graphical?

Absolutely yes. 2D and 3D graphical management is one of its key strengths. SolidRules CPQ Planner provides a complete web environment that allows machines and plants to be managed in 2D and 3D on any device.

With CPQ Planner, you can create 2D and 3D layouts or manage functional P&ID diagrams.

You can also read DWG/DXF drawings without the need for a CAD system. You can configure objects within the drawing, generate a quotation, and then return to the drawing to modify it, all within a bidirectional workflow.

What you can do in 2D can also be fully replicated in 3D.

Is CPQ only for B2B, or can it also be used in B2C?

You can use SolidRules CPQ for your sales network and dealers in a B2B approach that preserves confidentiality and ensures maximum effectiveness.

But if you need to address the end user in a B2C approach, SolidRules CPQ is also an ideal solution that combines efficiency and aesthetics.

The same applies to 3D configurators, which provide highly engaging visual rendering.

Is CPQ useful for Design Automation?

Yes. In many manufacturing contexts, CPQ can also become a Design Automation tool, because it does not only configure the commercial offer, but can also automatically generate data and outputs useful for CAD design.

This means connecting commercial configuration to technical documents, bills of materials, routings, diagrams, and other downstream outputs. In solutions like SolidRules, CPQ can therefore help reduce manual activities, engineering time, and the risk of errors even in the stages following the quotation.

The connection with the PDM/PLM world is essential for a Design Automation solution capable of delivering a product that is not only dimensionally configured, but also correct in terms of coding and attributes. A product from which valid bills of materials and routings can be generated for production.

What configuration models does CPQ support?

A CPQ can support different configuration models, depending on product type, required level of customization, and the company’s industrial process.

• ATO (Assemble To Order): the product is configured by combining predefined standard modules or components.
• MTO (Make To Order): the product is manufactured to order, based on configurable rules that guide composition, cost, and feasibility.
• ETO (Engineer To Order): the product requires additional engineering or design activities based on specific customer requirements.

In manufacturing companies, it is common for multiple models to coexist. For this reason, an effective CPQ system must handle both modular configurations and more engineering-driven processes. In this sense, SolidRules is particularly well suited for managing complex and custom-engineered products.