The digitalization of sales is being driven by rising expectations for customization, faster response times, and seamless digital processes. Companies with a diverse and complex product portfolio face the challenge of meeting these expectations without overburdening their internal resources.
Standalone systems are increasingly reaching their limits. To remain competitive in the long term, integrated solutions are essential — Configure-Price-Quote (CPQ), e-commerce, CAD/BIM exports, and 3D product configuration must be thought of and coordinated as a whole. Only then can complex, explanation-intensive products be sold efficiently, visually supported, and without errors.
Technically demanding products require intensive consultation. Customers often can’t assess which variant suits their needs best. Sales takes on this task – frequently even for repetitive standard inquiries that could easily be automated.
On top of that, well-trained sales and technical staff are in short supply. At the same time, there is increasing demand for global, multilingual support – ideally around the clock. As a result, resources are tied up that would be more urgently needed elsewhere, for example in personalized consultations or quoting for complex projects.
Efficient configuration of complex products requires structured, digitally available knowledge. The key lies in centrally maintained product logic that can be represented in powerful configurators. Even engineering-to-order (ETO) processes with batch size 1 can thus be automated.
To ensure configurators remain technically correct and maintainable, an intuitive user interface is essential. Ideally, specialist departments should be able to work directly in tables or rules without needing programming skills. This enables knowledge to be captured where it originates – without detours through IT.
To integrate configurable, technically complex products into a customer’s planning processes, geometry data must be provided. Designers and planners save significant effort and prefer manufacturers who offer such data.
The advantage: A product included in early planning is much more likely to be purchased. Representing machines and systems as digital twins – which requires geometry data – will become increasingly important. In architecture, digitalization mandates also require the provision of BIM (Building Information Modeling) data.
Product visualization is another key element. Anyone configuring complex products must be able to see them. Expectations are already shaped by the B2C world – visual previews, interactive displays, and intuitive usability are the new standard in B2B.
A 3D product configurator helps users understand relationships, avoid configuration errors, and build trust in their selection. Looking ahead, virtual and augmented reality (VR/AR) offer even greater potential. These require simplified 3D models as a basis.
A modern CPQ system connects technical product selection with commercial processes. It ensures every quote is not only technically accurate but also price-consistent. Pricing logic, product characteristics, constraints, and dependencies are centrally managed.
This makes the quoting process:
Another benefit: CPQ systems can be seamlessly integrated with ERP, CRM, or PIM systems via interfaces to automatically reuse existing data.
CPQ systems don’t just serve internal users – they unlock their full potential when embedded in a company’s website. Customers worldwide can access all product variants without needing sales assistance. Multilingual support, country-specific pricing, and personalized quoting features can be implemented.
Self-service portals highlight the power of integration: Customers and/or dealers can configure, visualize, check prices, and – if desired – order directly or forward requests to sales. Not all users need the same data. Depending on the audience – end customers, dealers, internal sales, or external partners – different configurator views can be provided. For instance, a simplified, price-free version could be publicly accessible, while internal users see detailed product and pricing data. This way, manufacturers retain full control and ensure every user group only sees relevant information.
In B2B, e-commerce is no longer at odds with consultative sales processes – it’s their digital extension. Unfortunately, many companies still haven’t integrated their shops with their CPQ systems, resulting in duplicated data maintenance and internal conflicts.
Yet both systems share the same needs:
By bringing these together on a shared technical foundation, a consistent sales process emerges – from product interest to order.
Most companies already use specialized systems. If available, a CPQ system acts as the central link between CRM and ERP in the sales process. Product data is sourced from the PIM system; relationship knowledge may also come from the ERP system.
Typical workflow: Sales begins in the CRM. For quoting, the CPQ system is opened, where the offer is configured and compiled. The resulting data is then returned to the CRM. For final ordering, this data is matched with the ERP. This creates a closed, consistent workflow across all systems.
MANFRED MAYER
senior sales representative 4PACE
LENA SCHÖNLEBEN
head of online marketing & communications
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