Configure Price And Quote (CPQ) Market By Deployment Type (Cloud, On-Premise); By Enterprise Size (Large Enterprises, SMEs); By Industry (Manufacturing, IT & Telecom, Automotive, Healthcare, Professional Services); By Geography, Segment Revenue Estimation, Forecast, 2024–2030

Introduction And Strategic Context

The Global Configure Price And Quote (CPQ) Market will witness a robust CAGR of 11.5%, valued at USD 4.2 billion in 2024, expected to appreciate and reach USD 8.1 billion by 2030, according to Strategic Market Research. CPQ solutions streamline the sales lifecycle by enabling businesses to accurately configure complex products, automate pricing strategies, and generate precise quotes in real time. In 2024, CPQ adoption is gaining strategic importance as organizations aim to improve sales efficiency, enhance customer experience, and reduce revenue leakage across industries such as manufacturing, IT, and services.

 

Macro forces are shaping the CPQ market profoundly. Technology evolution, particularly cloud-based deployment, AI-driven pricing, and analytics integration, is redefining capabilities. Regulatory pressures around pricing transparency and compliance in sectors like telecom and healthcare are prompting companies to adopt CPQ to ensure consistent quoting practices. Additionally, increasing product complexity in sectors such as industrial equipment and automotive is fueling demand for automated configuration tools.

 

The CPQ market has a diverse stakeholder map. Original equipment manufacturers (OEMs) and enterprise software vendors are investing heavily in advanced solutions. Enterprises across industries — from manufacturing to telecommunications — are implementing CPQ platforms to enhance sales processes and improve quote-to-cash cycles. Investors are recognizing the growth potential as digital transformation and AI-driven automation create long-term value.

 

Strategically, CPQ adoption is moving beyond basic configuration and pricing. Businesses are integrating CPQ with CRM, ERP, and e-commerce systems, enabling a seamless end-to-end sales experience. AI-based recommendation engines are enhancing upsell and cross-sell opportunities, while analytics dashboards provide actionable insights into pricing effectiveness and quote performance.

 

In short, the CPQ market in 2024 is at a transformative point: adoption is driven by technology, regulatory alignment, and the need for sales process efficiency. Stakeholders from software vendors to enterprise decision-makers are aligning investments to capture both operational efficiency and competitive advantage. According to Strategic Market Research, CPQ is evolving from a back-office tool to a strategic enabler of revenue growth and sales agility.

 

Market Segmentation And Forecast Scope

The global CPQ market spans multiple dimensions, each reflecting how organizations adopt technology to improve sales efficiency, pricing accuracy, and quote generation. Strategic segmentation allows us to understand both current adoption patterns and future growth opportunities.

By Deployment Type

CPQ solutions are primarily deployed on-premise or via cloud platforms.

• Cloud deployment is gaining the fastest traction, accounting for 62% of the market in 2024. Its advantages include faster implementation, scalability, and seamless integration with existing enterprise systems.

• On-premise deployments, while less flexible, remain relevant in highly regulated industries like healthcare and defense where data control is critical.

 

By Enterprise Size

Enterprises are segmented into large enterprises and small & medium-sized enterprises (SMEs).

• Large enterprises dominate, holding roughly 70% of the market share in 2024, driven by complex product catalogs, higher transaction volumes, and multi-region operations.

• SMEs are adopting CPQ at a growing pace, leveraging cloud-based solutions that reduce implementation costs and simplify configuration processes.

 

By End-Use Industry

Major industries leveraging CPQ include manufacturing, IT and telecom, healthcare, automotive, and professional services.

• Manufacturing leads in adoption due to highly complex product configurations and the need for rapid quoting across global operations.

• IT and telecom are catching up, with CPQ helping to bundle services and hardware in dynamic pricing models.

• Healthcare and automotive sectors are investing in CPQ to ensure regulatory compliance and optimize multi-component product configurations.

 

By Region

• North America remains the largest market, supported by mature enterprise software adoption, regulatory standards, and high IT investment.

• Europe follows, driven by industrial automation and cloud adoption.

• Asia Pacific is the fastest-growing region, propelled by digital transformation initiatives, rising manufacturing complexity, and increased cloud infrastructure.

• LAMEA (Latin America, Middle East & Africa) is still emerging, with growth influenced by public-private digitalization projects and small-scale manufacturing expansion.

 

Overall, the CPQ market exhibits both vertical depth and horizontal expansion. Deployment type, enterprise size, industry vertical, and geography define the forecast scope and highlight the areas with the highest growth potential. Cloud-based solutions in large enterprises and fast-growing sectors such as manufacturing and IT are expected to drive the market through 2030.

 

Market Trends And Innovation Landscape

The Configure Price and Quote market is evolving rapidly, with innovation driving both adoption and strategic differentiation. Over the past few years, the market has shifted from basic configuration and pricing tools to fully integrated, AI-enabled sales platforms that enhance efficiency, accuracy, and customer experience.

AI-Driven Pricing and Recommendation Engines

Artificial intelligence is now central to CPQ innovation. Advanced algorithms analyze historical pricing, customer behavior, and product configurations to generate optimized pricing in real time. Recommendation engines suggest upsell and cross-sell opportunities, helping sales teams maximize deal value while ensuring accuracy. According to industry experts, this level of automation not only accelerates quote generation but also reduces revenue leakage caused by human error.

 

Cloud-Based CPQ and SaaS Adoption

Cloud-based solutions are becoming the standard, offering flexibility, scalability, and seamless integration with ERP and CRM systems. Vendors are introducing modular SaaS platforms that allow organizations to deploy CPQ in stages, scaling as needed. This approach is particularly appealing to SMEs and emerging markets where initial IT budgets are limited.

 

Integration with Digital Commerce and CRM Platforms

CPQ is no longer isolated; it is increasingly embedded within broader enterprise ecosystems. Integration with e-commerce platforms allows customers to self-configure products and receive instant quotes, enhancing the buyer experience. CRM integration ensures that every quote is tracked, enabling sales leaders to analyze conversion rates and pipeline efficiency.

 

Low-Code and No-Code Configuration Tools

Vendors are introducing low-code and no-code interfaces that allow non-technical users to define product rules, pricing structures, and workflows. This democratizes CPQ management, reduces dependency on IT teams, and shortens deployment cycles. These tools are gaining traction in industries with frequent product updates or highly customizable offerings, such as industrial machinery and technology services.

 

Partnerships and Ecosystem Expansion

Strategic partnerships are accelerating innovation. CPQ vendors are collaborating with AI startups, ERP providers, and consulting firms to co-develop industry-specific solutions. For example, partnerships in automotive and manufacturing sectors focus on complex bill-of-material (BOM) management, ensuring accurate pricing and faster quote cycles.

In summary, CPQ innovation is defined by smarter automation, seamless integration, and enhanced usability. AI-powered pricing, cloud adoption, digital commerce connectivity, and low-code interfaces are reshaping how enterprises approach sales configuration. These trends position CPQ not just as a tool, but as a strategic enabler of revenue growth and operational efficiency.

 

Competitive Intelligence And Benchmarking

The global CPQ market is moderately consolidated, with a mix of established enterprise software vendors and niche solution providers competing to capture market share. Companies differentiate themselves through innovation, industry focus, integration capabilities, and global reach.

Salesforce

Salesforce leads with its cloud-based CPQ solution, leveraging deep integration with its CRM ecosystem. The company emphasizes user experience and AI-driven pricing, offering predictive analytics for revenue optimization. Its global footprint and strong partner ecosystem make it a preferred choice for large enterprises adopting digital sales strategies.

 

Oracle

Oracle positions itself as a comprehensive enterprise software provider, integrating CPQ with ERP, CRM, and supply chain platforms. The vendor focuses on scalability and industry-specific capabilities, particularly in manufacturing, high-tech, and healthcare. Oracle CPQ emphasizes configurability and regulatory compliance, catering to complex enterprise environments.

 

SAP

SAP’s CPQ offerings are designed for integration with its ERP solutions, enabling seamless quote-to-cash workflows. The company targets large manufacturing and industrial clients, emphasizing accurate configuration of multi-component products and advanced pricing logic. SAP also supports mobile and cloud deployment, ensuring adoption across global sales teams.

 

PROS Holdings

PROS focuses on AI-driven pricing optimization and revenue management. Its CPQ solutions are tailored for enterprises with dynamic pricing needs, such as e-commerce, telecom, and industrial sectors. PROS differentiates itself through predictive analytics and robust pricing rules, enabling data-driven decision-making across the sales cycle.

 

Apttus (Conga)

Apttus, now part of Conga, offers cloud-native CPQ and contract lifecycle management solutions. The vendor emphasizes automation, integration with Salesforce and other CRM platforms, and scalability for mid-market to large enterprises. Apttus is recognized for reducing sales cycle times and improving quote accuracy through intelligent configuration tools.

 

FPX

FPX specializes in enterprise-grade CPQ solutions for complex product and service offerings. Its strength lies in advanced rules-based configuration, flexible pricing structures, and analytics for multi-channel sales environments. FPX serves manufacturing, telecom, and technology sectors, offering both on-premise and cloud deployment.

 

Competitive dynamics indicate that innovation and ecosystem integration are critical differentiators. Cloud adoption, AI-enabled pricing, and seamless ERP/CRM connectivity define leadership in this market. Smaller vendors often carve niches by serving highly specialized industries or providing modular, customizable solutions for mid-market enterprises. Trust, reliability, and compliance support remain key decision factors for enterprise buyers, ensuring that CPQ is as much about process governance as it is about technology.

 

Regional Landscape And Adoption Outlook

The global Configure Price and Quote (CPQ) market demonstrates varied adoption patterns across regions, shaped by economic development, enterprise digital maturity, and regulatory frameworks. Each region presents distinct growth drivers and market dynamics.

North America

North America is the most mature CPQ market, led by the United States and Canada. Adoption is driven by high enterprise software penetration, advanced IT infrastructure, and a strong focus on revenue optimization. Organizations across manufacturing, technology, and professional services are increasingly integrating CPQ with CRM and ERP platforms to streamline quote-to-cash processes. Regulatory compliance, particularly in pricing transparency, further encourages the adoption of automated CPQ systems. Cloud-based deployments and AI-powered pricing tools are widely embraced, making North America the innovation hub for CPQ solutions.

 

Europe

Europe is a well-established market with strong adoption in Germany, the United Kingdom, and France. Manufacturing and industrial automation are key drivers, with CPQ solutions enabling complex product configurations and multi-currency pricing. Regulatory frameworks, especially in the healthcare and telecommunications sectors, have prompted businesses to adopt CPQ for compliance and accuracy. Cloud adoption is accelerating, though legacy on-premise solutions remain prevalent in conservative industries. Regions in Eastern Europe are gradually modernizing, presenting opportunities for mid-sized CPQ vendors.

 

Asia Pacific

Asia Pacific represents the fastest-growing CPQ market, driven by digital transformation initiatives and expanding industrial sectors in China, India, Japan, and South Korea. Rapid manufacturing growth, increasing product complexity, and rising awareness of process automation are fueling demand. Cloud CPQ adoption is accelerating, especially among SMEs and mid-market enterprises seeking scalable, cost-effective solutions. However, uneven IT infrastructure in rural or tier-2 cities creates adoption gaps, which are being addressed through SaaS models and remote deployment strategies.

 

LAMEA (Latin America, Middle East & Africa)

LAMEA is an emerging CPQ market with growth concentrated in Brazil, Mexico, UAE, and South Africa. Adoption is supported by public-private digital initiatives, expanding manufacturing capabilities, and increasing enterprise awareness of automation benefits. However, adoption barriers include limited IT budgets, skills gaps, and reliance on legacy systems. Vendors are exploring affordable cloud-based solutions and regional partnerships to penetrate these markets effectively.

Overall, the regional landscape highlights a dichotomy: North America and Europe lead in maturity and innovation, Asia Pacific drives volume and rapid growth, while LAMEA remains a frontier for expansion. Success in these regions requires not only technology deployment but also training, integration, and localization of CPQ solutions to meet local business practices and regulatory requirements.

 

End-User Dynamics And Use Case

In the Configure Price and Quote (CPQ) market, end users span multiple industries, each adopting the technology to optimize sales efficiency, accuracy, and customer experience. The implementation and benefits of CPQ vary depending on organizational complexity, product types, and sales processes.

Large Enterprises

Large enterprises, particularly in manufacturing, technology, and automotive sectors, are the primary adopters of CPQ. These organizations deal with complex product configurations, multiple pricing tiers, and multi-region quoting requirements. CPQ solutions enable standardized processes, reduce manual errors, and improve quote-to-cash cycles. The integration with ERP and CRM systems ensures seamless workflow from product selection to order fulfillment, increasing sales velocity and revenue predictability.

 

Small and Medium Enterprises (SMEs)

SMEs are increasingly leveraging cloud-based CPQ platforms to overcome resource constraints and streamline sales processes. CPQ helps SMEs reduce manual pricing errors, accelerate quote generation, and enhance customer experience. Adoption is higher in sectors like IT services, industrial equipment, and professional services, where automation offers tangible operational benefits without heavy upfront investment.

 

Industry-Specific Adoption

In manufacturing, CPQ is critical for managing highly configurable products and bills of materials. IT and telecom companies use CPQ to bundle hardware, software, and services dynamically. Automotive sectors leverage CPQ for complex vehicle configurations, including options, add-ons, and financing packages. Healthcare and life sciences are adopting CPQ to ensure accurate quoting for medical devices and equipment while maintaining compliance with regulatory standards.

 

Use Case Highlight

A leading industrial equipment manufacturer in Germany faced challenges in handling complex multi-component product configurations across its global sales teams. Manual quoting processes were time-consuming, error-prone, and delayed order fulfillment . The company implemented a cloud-based CPQ solution integrated with its ERP and CRM systems. AI-driven pricing and rules-based configuration enabled sales teams to generate accurate quotes in minutes, reducing errors by 35% and shortening the average sales cycle by 20%. Customer satisfaction improved significantly due to faster response times and transparent pricing, while the internal sales team gained actionable insights into deal performance and revenue opportunities.

In essence, CPQ adoption is closely tied to organizational complexity, industry demands, and process maturity. Large enterprises seek automation and compliance, SMEs focus on efficiency and scalability, and industry-specific needs drive feature adoption. Across all end users, CPQ acts as a strategic enabler of faster, more accurate, and customer-focused sales operations.

 

Recent Developments + Opportunities & Restraints

Recent Developments (Last 2 Years)

• Salesforce launched AI-powered CPQ enhancements in 2024, incorporating predictive pricing and recommendation engines for upselling and cross-selling in complex enterprise environments.

• Oracle introduced cloud-native CPQ modules in 2023, enabling faster integration with ERP and CRM systems for manufacturing and high-tech sectors.

• SAP expanded its CPQ capabilities in 2024 with mobile-friendly interfaces and advanced analytics dashboards for global sales teams.

• PROS Holdings released AI-driven pricing optimization features in 2023, allowing dynamic pricing and revenue management for e-commerce and industrial enterprises.

• Apttus (Conga) announced enhanced automation and contract lifecycle management integrations in 2024, streamlining quote-to-cash processes for mid-market and large enterprises.

 

Opportunities

• Emerging Markets: Rapid digital adoption in Asia Pacific and LAMEA provides significant growth potential for cloud-based CPQ solutions.

• AI and Automation Integration: Advanced pricing, predictive analytics, and recommendation engines enhance efficiency and deal value, creating opportunities for differentiation.

• SME Expansion: Cloud-based CPQ solutions allow small and medium enterprises to access sophisticated sales automation tools without large upfront investments.

 

Restraints

• High Implementation Costs: Enterprise-grade CPQ solutions may require significant upfront investment and integration effort, limiting adoption among cost-sensitive organizations.

• Skilled Workforce Gap: Limited internal expertise for CPQ deployment, configuration, and maintenance can slow adoption, particularly in emerging markets or SMEs.

 

7.1. Report Coverage Table

Report Attribute	Details
Forecast Period	2024 – 2030
Market Size Value in 2024	USD 4.2 Billion
Revenue Forecast in 2030	USD 8.1 Billion
Overall Growth Rate	CAGR of 11.5% (2024 – 2030)
Base Year for Estimation	2024
Historical Data	2019 – 2023
Unit	USD Million, CAGR (2024 – 2030)
Segmentation	By Deployment Type, By Enterprise Size, By Industry, By Geography
By Deployment Type	Cloud, On-Premise
By Enterprise Size	Large Enterprises, SMEs
By Industry	Manufacturing, IT & Telecom, Automotive, Healthcare, Professional Services
By Geography	North America, Europe, Asia-Pacific, Latin America, Middle East & Africa
Country Scope	U.S., UK, Germany, China, India, Japan, Brazil, South Africa, UAE
Market Drivers	- Rising demand for automation and process efficiency - Increasing product complexity across industries - Adoption of AI-driven pricing and analytics
Customization Option	Available upon request