CRM and CPQ: the basis for strong sales processes

A CRM forms the basis for structured customer relationships. It organizes contacts, documents interactions, and creates transparency over sales activities and opportunities. A CPQ system (Configure Price Quote) adds quote creation to this perspective: Products and services are configured based on rules, prices are calculated consistently, and quotes are created in a structured manner. The interaction of both systems enables a seamless sales process from the initial customer contact through to the final quote.

In many companies, however, friction losses arise at the interfaces between CRM, quote generation, and document creation. Quotes take unnecessarily long, product configurations are maintained outside the systems, and pricing logic is not always clearly defined. Discontinuities between CRM, calculation, and document creation make it difficult to maintain a seamless process and increase coordination effort.

As an experienced provider of integrated CRM and CPQ solutions, CAS Software therefore pursues a consistent platform approach: Customer management, configuration, pricing, and quote creation integrate seamlessly. This creates a seamless sales process that efficiently supports complex quotes while simultaneously improving transparency and economic control.

The perfect couple: CRM and CPQ

A CRM provides transparency into customers, contacts, and sales activities. However, when a concrete, reliable quote needs to be created from a request, this information alone is often not sufficient. Product variants, pricing logic, working times, and quote documents must be structured, consolidated, and calculated efficiently.

This is exactly where CAS Merlin CPQ complements the CRM: Based on the customer and project information recorded in the CRM, sales employees can configure suitable solutions, combine products, services, and licensing models according to rules, and automatically receive calculated prices along with structured quote documents.

This turns customer data into a precise, economically sound quote – created transparently, consistently, and significantly faster. CRM and CPQ together form a seamless sales process, from the first customer contact to a quote that is ready to be signed.

Benefit overview

Up to 50% faster quote turnaround times

Automated configuration, pricing, and document generation directly within the CRM significantly accelerate the quote process.

Full transparency in the sales process

Opportunities, product configurations, and pricing calculations are fully traceable in the system at all times.

Scalability and knowledge transfer

Customer, product, and quote knowledge is centrally stored in the system – not with individual employees.

Reduced error rate

Rule-based configuration, consistent data, and automated quote processes significantly reduce manual errors.

The right prices for every customer

Customer data from the CRM, combined with stored pricing and discount rules, ensures consistent margins and reliable quotes.

Here’s how your sales process will run in the future

  • Capture customers and their requirements in the CRMAll relevant information about the customer, opportunity, and requirements is documented centrally. History, activities, and potentials are transparently available. Sales employees gain a complete 360-degree view of the customer, serving as the foundation for efficient quotes.
  • Configure quotes directly from the CRMConfiguration in CAS Merlin CPQ begins directly from the opportunity. Products, variants, services, and dependencies are managed based on rules. The system automatically takes technical restrictions, combinations, and customer-specific requirements into account.
  • Automatic pricing and quote logicRules, discounts, tiered pricing, international pricing logic, and individual framework agreements are applied automatically. The system checks for plausibility and completeness in real time, eliminating potential errors from the start.
  • Generate quote documents with just one clickCI-compliant quotes are generated automatically, including text modules, item descriptions, and pricing calculations. What used to take hours of manual work is now completed by the system within minutes.
  • Integration back into the CRM and transparent trackingAll quote data, including versioning, status, forecasts, and reminders, is automatically fed back into the CRM. This allows sales and management to maintain full control over the pipeline, margins, and probability of closing at all times.
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Streamline your sales journey from lead to quote with CAS Software solutions

Many companies try to connect CRM and quote software via interfaces. This often leads to complex integration projects, redundant data structures, and ongoing maintenance efforts.

CAS Software takes a different approach: CRM and CPQ integrate seamlessly, creating a unified sales process from start to finish. All relevant information – from customer data and product logic to pricing rules and quote documents – is centrally available and processed within the same workflow.

This architecture is further enhanced by Augmented Intelligence Assistants (AIA®) and Business Process Automation (BPA). AIA® supports users contextually throughout the sales processes, such as with the configuration, pricing, or coordination, and makes complex relationships transparent. BPA automates recurring processes such as approvals, validations, or handovers between systems and roles.

This creates a seamless, intelligent process flow: Information is captured once, processed automatically, and delivered precisely where it is needed.

With a complete solution from CAS Software, companies benefit from a platform that can be flexibly integrated into existing IT landscapes, such as ERP, PLM, or PIM systems, or operated independently. This ensures the solution remains adaptable, scalable, and protects existing investments over the long term.

SmartDesign®

The CAS solutions are based on the SmartDesign® technology. It provides a consistent, modern user interface across all devices, from desktop to tablet. The result: intuitive operation, reduced training time, and high user adoption in sales. Processes stay structured without feeling complex, so the technology supports not only efficiency but also a positive user experience internally and externally.

Digital sovereignty: full control over your data

Digital processes require trust. CAS develops and operates its software according to the principle of “Software Made & Hosted in Germany.”

For you, this means the highest data protection standards, clear data ownership, and legal security. Your company and customer data remain under your control – transparent, traceable, and protected in the long term.

Step-by-step implementation – even for complex structures

Implementation is carried out in a structured and modular way. Existing systems can be integrated, processes prioritized, and digitized step by step.

Experienced CAS experts guide you from planning to go-live and beyond. This avoids a high-risk large-scale project and instead enables a controlled evolution of your sales organization.

In addition, flexible system integrations – such as PIM, CAD, or existing rule sets – can be imported, ensuring your digital sales ecosystem is connected exactly where it makes the most sense for your business.

The best stories are written by our customers

Embrace digital transformation with CRM and CPQ, secure a competitive advantage, and sustainably build your most valuable asset: customer satisfaction. Over 480,000 users worldwide trust our award-winning, market-leading solutions and rate us highly for customer satisfaction. The combination of CRM and CPQ has proven itself across a wide range of industries as a powerful foundation for modern sales management.
CAS Merlin CPQ and CAS genesisWorld in practice at Hako Customer-centric and continous sales processes: Learn all about the symbiosis of CAS Merlin CPQ and CAS genesisWorld.

Discover how the collaboration of CPQ and CRM positively affects the workflows of the sales team as well as many other advantages. chevron_right

Do you have any questions?

We are happy to help you.

Our experts will provide you with help and advice by phone or e-mail. Further, our Info Center contains handy tips and detailed information on current CRM and CPQ topics.

Customer support

CRM: +49 721 9638-188
CPQ: +49 721 9638-901

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