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• AI's Real Bottleneck: Inconsistent rules, outdated/fragmented price lists, and weak integrations.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/