CPQ Podcast

In this CPQ Podcast episode, Frank Sohn talks with Calvin Chow, Senior Director at Slalom Consulting, about what it really takes to move from Salesforce CPQ to Salesforce Revenue Cloud (RCA/ARM). Calvin has hands-on experience with multiple CPQ platforms — including PROS, Apttus (now Conga), Salesforce CPQ / Revenue Cloud, Zuora CPQ, and Vlocity — and shares what he wishes he had known about the end-to-end quote-to-cash process earlier in his career.

Calvin explains how Slalom supports mid-size to Fortune 500 customers with strategy, process improvement, data management, and CPQ/Billing transformations, and walks through lessons learned from nearly 10 Salesforce CPQ to RCA/ARM migration projects. He highlights why RCA is more complex than many teams expect, why data migration is the single most critical success factor, and how to rethink processes when moving to usage-based and consumption billing models.

The conversation also explores the growing role of AI, agents, and Agentforce in Revenue Cloud. Calvin shares real use cases where agents help create quotes, support renewals, and provide product and pricing recommendations — and why he believes AI will augment sales teams rather than replace them, with over 50% of Slalom's recent projectsnow involving AI and Agentforce. On a lighter note, Calvin also reveals his passion as a coffee connoisseur and aspiring future barista, adding a personal touch to a highly practical, insight-rich episode for anyone serious about CPQ, quote-to-cash, and Salesforce Revenue Cloud migrations.

🔗 Learn more about Slalom at https://www.slalom.com/us/en

📬 Contact Calvin on LinkedIn https://www.linkedin.com/in/calvin-chow-3179425/

In this CPQ Podcast episode, Frank talks with Max from Prodly about the shift from Salesforce CPQ to Revenue Cloud Advanced (now Agentforce Revenue Management, ARM) and what it really takes to manage that transition successfully. They look at how Salesforce is moving customers to ARM, why this is not a simple upgrade but a separate implementation project, and what that means for CPQ teams, partners, and customers.

Max reflects on the early Steelbrick days and how it helped democratize CPQ, his path from engineer and product manager to founder, and why he had to learn marketing, sales, and go-to-market the hard way. He also shares a few personal stories, including a 48-hour round-trip flight to Munich for a four-hour meeting, and his view on the coming agentic revolution in enterprise software.

You'll also hear how Prodly has grown into an Application Lifecycle Management (ALM) / DevOps platform for Salesforce with ~35–40 employees and a global, mostly North American, customer base. Max explains how Prodly helps larger organizations automate complex CPQ and quote-to-cash deployments (configuration, price rules, discount schedules, install base data, etc.), and why one of their biggest differentiators is that the platform is not limited to CPQ—it also supports use cases like field service, e-commerce, and rebate management. Today, Prodly works with any CPQ solution built on the Salesforce platform, with plans to expand beyond Salesforce in the future.

Topics covered: Salesforce CPQ, Revenue Cloud Advanced, Agentforce Revenue Management (ARM), CPQ migration strategy, Salesforce DevOps, application lifecycle management (ALM), Prodly, Steelbrick, quote-to-cash, agentic revolution in enterprise software.

🔗 Learn more about Prodly at https://www.prodly.co/

📬 Contact Max on LinkedIn https://www.linkedin.com/in/maxrudman/

In this CPQ Podcast episode, host Frank Sohn talks with Andreas Westling, CEO and co-founder of Ignize, about how modern AI pricing and CPQ help B2B manufacturers increase EBIT, improve price fairness, and react faster to market volatility.

Drawing on more than 20 years of pricing experience, including his time as CEO of Navetti (acquired by Vendavo). Andreas explains why pricing fundamentals haven't changed, but the way manufacturers execute pricing has transformed. He also shares how Ignize supports mid-market and enterprise manufacturers with complex, multinational pricing operations that require both speed and precision.

Andreas introduces Ignize's concept of Generative Precision Pricing (GPP) and the role of the Ignizer, a modern engine that turns pricing expertise into data-driven, explainable recommendations. You'll also hear how Ignize integrates with CRM systems such as Salesforce and Microsoft Dynamics, ERP systems including SAP, Oracle, and legacy platforms, and CPQ solutions like Tacton to deliver consistent, value-based pricing across the commercial stack.

We discuss why black-box AI pricing often fails in B2B manufacturing, and why explainability and transparency are essential to earn trust from pricing teams, product managers, sales, and customers. Andreas also outlines what manufacturers can expect from an Ignize implementation. From 8–12 week quick-start value phases to broader enterprise rollouts, and how modern pricing platforms help companies navigate tariffs, commodity swings, currency shifts, and other forms of market disruption.

Ignize also operates on an enterprise-grade security foundation, backed by ISO 27001:2013 certification and SOC 2 Type II compliance, ensuring that sensitive pricing and commercial data is handled with the highest standards of information security and compliance.

If you're interested in CPQ, B2B pricing, or how AI can strengthen price quality, win rates, and overall financial performance, this episode is for you.

🔗 Learn more about Ignize at https://ignize.com/ 📬 Connect with Andreas on LinkedIn: https://www.linkedin.com/in/andreas-westling/

In this episode of the CPQ Podcast, Frank Sohn sits down with Suren Reddy, founder of Cloudely, for a deep dive into where Configure-Price-Quote (CPQ) is heading—especially inside the Salesforce ecosystem. If you're evaluating Salesforce CPQ, or wondering what Revenue Cloud Advanced really changes, this conversation is for you.

Suren breaks down Salesforce Revenue Cloud Advanced (RCA) and Revenue Cloud Billing (RCB) in practical terms: why Salesforce is positioning them as the next-gen replacement for traditional CPQ, what's new in product, pricing, and catalog architecture, and how quote-to-cash is becoming a single, unified revenue platform. He shares real implementation expectations too—why RCA projects are now trending closer to 4–8 months due to expanded analysis and design, and how that tradeoff can pay off in fewer downstream touchpoints and stronger ROI.

The discussion also explores the fast-moving AI layer around CPQ. Suren explains Salesforce's move toward multi-agent workflows through Agentforce, the role of Model Context Protocol (MCP) as an open standard for secure tool/data interaction, and what "Agentforce Vibes" (agentic development) could mean for accelerating CPQ and revenue applications. You'll hear a concrete AI use case he's seeing today: the Margin Optimization Agent, designed to recommend profitable product bundles while improving customer outcomes.

Finally, Suren shares what he's hearing from customers about the Conga/PROS acquisition, why many are re-evaluating their CPQ options, and what demand signals he expects to rebound in 2026. Plus, a look at Cloudely's growth in India and emerging verticals like dairy, cement, and textiles.

Tune in for a grounded, forward-looking CPQ conversation packed with Salesforce Revenue Cloud insights, AI realism, and customer-driven market perspective. Subscribe to the CPQ Podcast for more interviews on CPQ software, quote-to-cash, pricing, and revenue transformation.

👉 Listen now to learn how SMBs are achieving enterprise-grade automation without enterprise-grade complexity.

🔗 Learn more about Cloudely at https://cloudely.com/ 📬 Contact Suren on LinkedIn https://www.linkedin.com/in/surenreddykatta/

Evaluating Configure-Price-Quote (CPQ) solutions and drowning in buzzwords, vendor decks, and generic analyst reports? In this solo episode of the CPQ Podcast, Frank walks you through something he has been building for exactly that problem: the CPQ Sales Report from Novus CPQ.

This is not a sales pitch. Think of this episode as a reference guide you can come back to whenever you need to shortlist CPQ vendors, support a sales cycle, or explain a solution to your internal stakeholders.

You'll learn:

• What the CPQ Sales Report is and who it's for (buyers, system integrators, and CPQ vendors)

• What's inside each 20+ page, vendor-specific report and how it adds value to real sales cycles

• When to use a report for shortlisting, internal alignment, business cases, and partner enablement

• How the CPQ Sales Report differs from the CPQ Briefing Subscription

• Which vendors are currently covered: camos Software, Bit2win, XaitCPQ, Engineering Intent, SAP (CPQ-related), Salesforce Revenue Cloud Advanced, Nue.io – plus an upcoming report on Revalize

Frank also shares what's new (including the updated XaitCPQ report), what's coming next, and how these reports stay vendor-neutral, fact-based, and practical—so you can make better CPQ decisions without rewriting everything yourself.

👉 Learn more and see the latest reports at https://novuscpq.com/cpq-sales-report/

💬 Questions or vendor suggestions? Connect with Frank on LinkedIn ( https://www.linkedin.com/in/franksohn/ ) or via [email protected]

In this episode, Frank Sohn talks with Hiren Shah, founder of B2B-Matrix, about how small and mid-sized manufacturers and distributors are modernizing their sales processes through AI-driven CPQ, CRM, and ERP integration.

Hiren, a former SAP America consultant turned Salesforce expert, shares his perspective on the future of Configure-Price-Quote (CPQ), Revenue Cloud, and AI in sales automation. He explains B2B-Matrix's three-phase Salesforce AI project, where automation is already reducing clicks, quote times, and approval delays—and how the final phase will connect directly to ERP and internet data.

You'll also hear his insights on:

• When and why companies should migrate from Salesforce CPQ to Revenue Cloud Advanced (RCA)
• The "death of middleware" and how modern APIs enable seamless CRM-CPQ-ERP integration
• The top three customer priorities today: AI, master data cleanup, and faster transaction velocity
• Why CPQ customers typically replace systems every eight years
• How B2B-Matrix white-labels its services for larger consulting firms and delivers sub-$100K CPQ projects for SMBs

Beyond business, Hiren also shares his personal passion for Pilates and Hot Yoga, a balance that keeps him focused as he leads digital transformation projects for manufacturers across North America.

Whether you're interested in Salesforce Revenue Cloud, CPQ modernization, AI in sales, or integration strategy, this episode offers practical, real-world insights from someone who's bridging enterprise architecture, business process design, and cloud innovation.

👉 Listen now to learn how SMBs are achieving enterprise-grade automation without enterprise-grade complexity.

🔗 Learn more about B2B Matrix at https://b2b-matrix.com/ 📬 Contact Hiren on LinkedIn https://www.linkedin.com/in/hirenvshah/

Confused by all the CPQ options out there? You're not alone — with more than 135 vendors and endless marketing claims, figuring out where to start can feel impossible. In this episode, host Frank Sohn (Novus CPQ Consulting) breaks down the CPQ landscape in under 15 minutes and shows you a smarter way to learn it.

You'll hear how the CPQ Briefing Subscription helps you cut through the noise with short, fact-based reports based on real demos — not hype. Learn how analysts, students, and business leaders use these briefings to understand capabilities, compare vendors, and explore the market with AI tools like ChatGPT.

🎯 Ready to learn CPQ the fast, structured, and reliable way? Sign up now for the CPQ Briefing Subscription at 👉 https://novuscpq.com/cpq-briefing-subscription/

Any questions: Contact [email protected]

How do you prove CPQ value in CFO terms—not hype? In this episode, Cameron Marsh, Analyst at Nucleus Research, breaks down how their ROI Case Study and Value Matrix quantify CPQ outcomes customers feel every day: faster quote cycles, higher throughput with the same team, better margins from pricing, and fewer back-and-forth revisions thanks to visualization. We also dig into why data quality—not model magic—decides CPQ AI success, and where channel vs. direct CPQ returns really land.

Key Takeaways:

• Quantifying ROI like a CFO: Nucleus standardizes benefits into save time, save money, make more money—and they're NASBA-certified in how they measure value.

• Quote Cycle Efficiency: Typical improvements of 60–80%—from hours to minutes—plus 20–30% more quote throughput with the same headcount.

• Pricing > Cross/Upsell: Price optimization usually creates more value than cross/upsell alone by protecting margin.

• Payback Windows: Average CPQ payback in 9–12 months; channel CPQ often sees faster first-year payback, while direct CPQ compounds larger value longer-term.

• What's Beating AI (for now): Visualization (≈ 25% reduction in quote revisions), Deal Desk Automation (≈ 85% reduction in manual review time), and eSignature are delivering immediate, measurable wins.

• AI's Real Bottleneck: Inconsistent rules, outdated/fragmented price lists, and weak integrations. Bad data = bad outputs.

• Market View: Strongest traction in North America enterprise, with growing momentum across Europe and APAC.

• Vendor Advice: Lead with customer value and usability, not feature lists.

🔗 Learn more about Nucleus Research at https://nucleusresearch.com/ 📬 Contact Cameron on LinkedIn https://www.linkedin.com/in/cameronjmarsh/

In this CPQ Podcast episode, Frank Sohn talks with Martin Johansen, founder of Mercura, a Denmark-based CPQ vendor focused on small to mid-sized manufacturers. With a background in finance and international business, Martin started Mercura straight out of college—initially building a configurator "by accident" for a customer request—and has since grown it into a SaaS platform used across Europe.

We discuss Mercura's no-code setup and short implementation cycles (often 1–2 months), its support for cost-plus pricing, and partner/distributor workflows where channel users can upload and manage their own price lists. Martin explains how Mercura's in-browser 3D visualization enables room planning, snap-to placement, and collision detection in real time. While Mercura doesn't connect directly to CAD suites, customers can supply STEP files or drawings for CPQ-side visualization.

A big portion of the conversation covers integrations—especially Microsoft Dynamics 365 Sales and Microsoft Business Central—plus experience with PIM solutions and HubSpot. Martin shares how Mercura applies AI on the admin side to speed configuration/rules setup, why headless is not a near-term priority, and the company's focus on manufacturers in sectors like playground equipment and healthcare (typical 5–200 users). We also touch on his sales mindset, weekly tennis/soccer routine, and how the book Work the System shapes Mercura's process discipline.

Listen in for practical insights on delivering an easy-to-implement CPQ with modern visualization and tight Microsoft integrations.

🔗 Learn more about Mercura CPQ at https://mercura.io/ 📬 Contact Martin on LinkedIn https://www.linkedin.com/in/martin-johansen-65a810ba/ or via email at [email protected]

Host Frank Sohn welcomes Marc de Mey of Merkato Group—the team behind Merkato CPQ and brands Quootz, CPQ Belgium, Sell It Easy, CPQing Solutions, and DOK.legal. Marc shares his path from aircraft mechanics to CPQ leadership and explains how Merkato's low-code/no-code, API-first, headless architecture helps manufacturers move from complex requirements to accurate quotes fast. We compare hands-off vs. hands-on implementation models across the group, and why an external ecosystem of Merkato experts accelerates adoption. You'll hear practical integration patterns with Salesforce, SAP, Epicor, Infor, Odoo, Zoho and CAD tools like PTC Creo and Solidworks. We also cover three buying drivers—capturing hard product knowledge, creating a single source of truth that eliminates double entry, and delivering modern visualization. Best for manufacturers, OEMs, distributors, and EPCs (50–1000 employees), primarily in Europe but with global reach.

🔗 Learn more about Merkato Group https://www.merkatogroup.com/en/ 📬 Contact Marc on LinkedIn https://www.linkedin.com/in/mdemey/