In many companies, the quoting process is still an inefficient and error-prone effort. Quotes are created using individually maintained spreadsheets, technical clarifications with engineering are the norm, and international sales teams often operate without unified structures. The result: high process costs, long response times, and inconsistent customer communication.
By introducing quote configurators—often as part of CPQ systems (Configure, Price, Quote) these challenges can be overcome. The following article outlines the features of a modern quote configurator, how it transforms the role of sales, and what strategic potential can be unlocked through intelligent system integration and the use of AI.
In Short: What is a Quote Configurator?
A quote configurator is a software solution that enables the automated assembly of complex products or services based on product and application features. The system processes both customer requirements and technical feasibility rules to optimize communication between sales, engineering, and ERP systems.
In Short: What is CPQ?
A CPQ solution is an integrated platform for digital quote configuration in sales. It combines guided configuration, technical validation (plausibility checks), automated pricing, and the generation of all relevant quote documents into a consistent process.
In practice, it becomes clear how much company efficiency suffers under non-standardized quoting processes. In international structures, sales units operate under different guidelines, resulting in inconsistent documents, varying pricing logic, and lengthy lead-to-order processes. Even seemingly simple quotes can take several days to weeks to complete—a situation that leads to clear competitive disadvantages in dynamic markets.
In addition, without a CPQ solution, the technical feasibility of a product is often not checked early in the process. Sales thus depends on expert knowledge from development or engineering.
A quote configurator proves especially powerful when products are highly customizable and can be configured to meet customer-specific requirements. CPQ systems create a seamless process chain from needs analysis to final quote approval—without media discontinuities and with high data quality.
In sales, this means: fewer follow-up questions, shorter decision paths, and more time for actual customer engagement.
“While in traditional processes a complex quote often takes several days to prepare, with a quote configurator, initial verifiable quotes can be created in no time. This speed makes all the difference in sales.”
Introducing a quote configurator brings not only technical but also organizational challenges—particularly in internationally operating companies with decentralized sales structures. A practical project example shows how a strategically planned CPQ implementation can address these challenges and achieve lasting effects.
One of our globally operating customers faced numerous local conditions: differing bills of materials, varying corporate design requirements, and divergent pricing and discount logics within national subsidiaries led to inconsistent quotes and long processing times. The so-called “Time to Quote” varied significantly—from market to market, team to team.
As part of the CPQ implementation, a configurator was developed that could flexibly represent the requirements of all subsidiaries without ignoring local specifics. The key was a dynamic configuration and document logic that allows quotes to be generated according to uniform standards while also taking regional CI requirements, languages, and discount models into account.
A balanced approach between standardization and entrepreneurial independence was essential: local sales units were to remain able to act independently—but based on a shared, structured data foundation that ensures consistency, efficiency, and controllability.
A key feature of high-performing quote configurators is their ability to continuously check the technical buildability of complex products—during the configuration process, not afterward. This is achieved through guided configuration, where every selection is immediately validated according to defined rule sets.
With every user click, the system’s variant logic runs in the background: Are the selected features technically compatible? Does the version correspond to buildable variants? What dependencies and exclusions must be considered?
Especially in complex product environments—such as highly customizable technical systems—this real-time validation is crucial. It not only prevents configuration errors but also enables sales personnel without deep technical knowledge to create reliable, error-free quotes.
A quote configurator only reaches its full potential when integrated with relevant enterprise systems. An open interface concept enables a custom and future-proof system architecture. Key integrations include:
The introduction of a quote configurator not only changes processes—it also transforms the role of the salesperson. From an operational quote creator, they become a consulting partner on equal footing. They act more independently, no longer needing to check with engineering on every configuration detail, and gain greater decision-making power without losing control. The result is a sales force that can operate closer to the customer, faster in closing deals, and more confidently in their arguments.
The future of quote configuration will be significantly shaped by the use of artificial intelligence. Initial applications are already in use, with many more on the horizon:
Trends at a glance:
These developments open up entirely new possibilities in quote communication—from personalized documents to fully automated configurations at the push of a button.
LUCA NAGEL
project manager
BYRON WELLS
solution manager
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