CPQ and CRM are two different types of business software that work together to support the overall quote to cash (QTC) process, which begins when a customer decides to make a purchase and ends when the seller receives payment for the sale.
CRM stands for customer relationship management. As the name suggests, CRM solutions are used to manage the relationship between a company and its customers—both current and potential. This powerful business tool is used to record account information, manage sales opportunities, document business relationships, and much more. As a cross-functional tool, the CRM platform provides insights for customized marketing campaigns, guides customer service interactions, and provides a consistent data source across all business functions.
CPQ stands for configure price quote. CPQ solutions (like Conga CPQ) are designed to automate the quoting process, allowing sales teams to quickly and accurately generate quotes for incoming orders. Their overarching purpose is to accelerate the sales cycle, reduce human error, and let sales reps focus on selling—rather than managing the details of quote preparation and approval.
Within the sales cycle, CPQ picks up where CRM leaves off, helping to bridge the gap between front-end and back-end systems. Integration between CRM and CPQ solutions can help to ensure a smooth and efficient sales process, as well as a seamless customer experience. Conga CPQ integrates seamlessly with other Conga products (like Conga CLM), as well as Salesforce CRM, to streamline your commercial operations from end to end.