Configure, Price, Quote
Bespoke CPQ software built around your business — not the other way around. From guided selling tools to rules-based configurators with instant quote and BOM generation.
What is CPQ?
CPQ — Configure, Price, Quote — is software that guides a buyer or salesperson through configuring a complex product, applying the correct pricing, and generating an accurate quote or order.
The term is widely used across B2B manufacturing, technology, and professional services, but the underlying capability is equally powerful in B2C contexts — from bespoke garden buildings to custom furniture, performance vehicles to tailored insurance products.
Whether your team calls it a CPQ system, a sales configurator, a guided selling tool, or an interactive quoting tool, the goal is the same: eliminate manual quoting effort, prevent configuration errors, and accelerate the path from enquiry to order.
We have been building this class of software for over 14 years. We can develop a CPQ solution from the ground up, extend an existing platform, or build a superior front-end that integrates with your current enterprise CPQ investment.
CPQ by Another Name
The same capability is described in many ways across industries and audiences. We build all of them.
Guided Selling
A structured sales flow that asks the right questions, filters options intelligently, and leads the buyer to the best-fit product or specification. Particularly valuable for sales team enablement and B2B self-service portals.
Sales Configurator
The configurator as a frontline sales tool — used by salespeople or customers at the point of sale to build valid product configurations and generate quotations in real time, often integrated directly with a CRM.
Configure-to-Order (CTO)
A manufacturing model where standard components are assembled into a finished product at the point of order. The configurator enforces valid build combinations and produces an accurate bill of materials automatically.
Engineer-to-Order (ETO)
For highly bespoke products requiring custom engineering. The configurator captures detailed specifications and constraints which feed directly into design, estimating, and production workflows.
Quote-to-Order & Quote-to-Cash (Q2O / Q2C)
The end-to-end process from initial configuration through pricing, formal quotation, order acceptance, fulfilment, and payment. CPQ software sits at the heart of this workflow, connecting each stage.
Interactive Quoting Tool
Plain-language term used by buyers who don't know the CPQ acronym but want the same outcome: a web tool that takes their requirements and returns an accurate price or formal quotation instantly.
Rules-based Configurator
A configurator driven by a constraint and rules engine that ensures only valid product combinations are selectable — preventing incompatible options from ever reaching quotation or manufacturing.
Product Builder / Online Product Builder
The B2C consumer-facing equivalent of CPQ — shoppers customise a product step-by-step and see prices update in real time, widely used in ecommerce, direct-to-consumer, and retail contexts.
Bill of Materials (BOM) Generation
A critical downstream output of any CPQ system. The configurator translates a customer's choices into an accurate, structured bill of materials ready for manufacture, procurement, or detailed costing — automatically, without manual intervention.
Bespoke CPQ vs. Enterprise Platforms
Enterprise CPQ platforms — Salesforce CPQ, SAP CPQ, Conga (Apttus), Oracle CPQ — are powerful for common scenarios. But they come with significant trade-offs.
Off-the-shelf platforms are built around the most prevalent use cases. When your products, pricing logic, or workflows don't fit that mould, the cost of customisation quickly exceeds the cost of building something right-sized from the start — and you're still tied to per-seat licensing and platform upgrade cycles.
Where bespoke wins
- Complex, highly visual products that benefit from 3D or image-driven configuration
- Unusual pricing logic that doesn't map to standard CPQ rule sets
- Deep integration with proprietary, legacy, or bespoke ERP and MES systems
- Full ownership of the software — no recurring licence fees, no platform lock-in
- Performance and scalability without enterprise per-seat pricing
- Exact UX and UI tailored to your brand, sales process, and user journey
- Extensibility on your terms — new features when you need them, not on a vendor's roadmap
We also build superior front-ends and specialist configurator modules that sit alongside existing enterprise CPQ platforms, dramatically improving the user experience while retaining your back-end investment.
Talk to Us About Your CPQ NeedsCPQ in Action
A long-term bespoke CPQ deployment that transformed an entire business
Green Retreats Ltd — Bespoke Garden Building CPQ
Green Retreats sell fully bespoke outdoor buildings with hundreds of configuration options: footprints, materials, cladding, roofing systems, glazing, doors, internal fixtures, and more. Before our engagement, their sales process relied on manual, spreadsheet-based quotation — slow, error-prone, and unable to support the growth the business needed.
We built a fully bespoke CPQ solution: a rules-based configurator with real-time 3D visualisation, live price calculation, and automated quote generation. The system integrated directly with their ERP and manufacturing workflow, generating accurate bills of materials for every order automatically — eliminating rekeying and virtually eradicating specification errors.
The configurator functions as a complete configure-to-order (CTO) platform, handling the full quote-to-order journey: from a customer's first interaction on the website through to a validated, priceable specification that flows directly to production.
- Quoting time reduced by 85% — from hours to minutes
- Configuration and specification errors reduced by 97%
- Online conversion rates increased by 156%
- 14-year ongoing partnership as the business scaled 74×
Our CPQ Capabilities
Everything needed to design, build, and operate a high-performance CPQ solution
Product & Rules Modelling
We design the constraint engine that powers your configurator — encoding product logic, valid option combinations, dependencies, and exclusions into a robust, maintainable rules model.
Pricing Engines
From straightforward list-price lookups to complex matrix pricing, volume discounts, margin rules, and customer-specific pricing tiers — we build pricing logic that reflects how your business actually sells.
Quote & Document Generation
Automated production of branded PDF quotations, order confirmations, bills of materials, and technical specifications — generated instantly from any completed configuration.
3D & Visual Configuration
When products benefit from visual representation, we add real-time 3D rendering, image-based option swapping, or AR previews — turning a CPQ tool into a compelling selling experience.
CRM & ERP Integration
Quotes and orders flow directly into Salesforce, HubSpot, SAP, Microsoft Dynamics, NetSuite, and bespoke systems — eliminating rekeying and ensuring data accuracy across the business.
Guided Selling Workflows
Structured journeys that ask the right questions in the right order, intelligently narrowing options and surfacing the best solution — whether for self-service customers or assisted sales teams.
Ready to Replace Manual Quoting?
Whether you call it CPQ, a sales configurator, or an interactive quoting tool — let's talk about what's right for your business.