Best CPQ Pricing for B2B Businesses: What to Expect and How to Compare

CPQ software does one job exceptionally well: it helps B2B teams quote faster, more accurately, and at scale. But while the product value is clear, the pricing? Often, not so much.

From seat-based pricing to usage-based models, from basic workflows to complex configuration engines—CPQ platforms range from $5k per year to well over $500k, depending on how (and how fast) your team sells.

And here’s the kicker: what seems affordable today can turn into a cost bottleneck tomorrow—especially if pricing penalizes success with overages, feature walls, or upgrade traps.

In this blog, we’ll break down:

• The real drivers behind CPQ pricing
• Common models and which one fits your sales motion
• Hidden costs that kill ROI
• How to compare CPQ vendors without falling for vague “contact us” pricing

Because choosing the right CPQ platform shouldn’t just help you quote faster—it should help you grow smarter.

CPQ Is Built for Speed—But Is It Priced for Growth?

At its core, CPQ software solves one of the oldest headaches in B2B: turning complex configurations into clean, accurate quotes fast.
But here’s the problem: many CPQ vendors price based on structure, not scale.

You're charged per user—even if most quoting is done by a small team. Or you pay based on revenue—even though you’re the one doing the selling. Some charge for each quote. Others for each product rule.

What starts as a productivity play quickly becomes a financial drag if the model doesn’t align with how your business actually works.
B2B companies with growing catalogs, multiple regions, or hybrid sales teams (rep-led + self-serve) need CPQ pricing that adapts—not one that punishes complexity.

What Impacts CPQ Pricing the Most?

CPQ platforms rarely publish their pricing up front—and for good reason: no two B2B sales orgs are identical. But across dozens of vendors, five core factors consistently drive your final price:

1. Pricing Model Structure
The biggest lever is how you’re charged:

• Per user: Common for rep-driven teams
• Per quote: Often seen in volume-heavy orgs
• Revenue-based: Some platforms charge a % of what’s quoted or won
• Tiered features: Unlock key capabilities only at higher plans

Your cost can swing dramatically based on whether you’re quoting 50 deals a month—or 5,000.

2. Quote Logic & Product Rules
Complex rule engines = more dollars.
Vendors often charge extra for:

• Multi-level bundling
• Dependency mapping (e.g., Tool A must be sold with Battery B)
• Region-specific or channel-based logic

If you’re quoting configurable products (kits, BOMs, variants), expect a jump in cost.

3. CRM, ERP & Commerce Integrations
Need real-time data from Salesforce, HubSpot, or your ERP?
You’ll likely pay extra—either for prebuilt connectors, integration support, or API limits.

4. Customization & Onboarding
Some vendors quote low to get in the door—then charge heavily for:

• Onboarding workshops
• Custom UI/UX
• Migration from legacy quote systems or spreadsheets

If you’re moving from Excel or homegrown tools, bake this into your budget.

5. Support, SLAs & Governance
Basic plans often mean slow support. Enterprise tiers offer:

• Dedicated account managers
• Custom approval workflows
• SLA guarantees for uptime, security, and compliance

You’ll pay for peace of mind—but it may be worth it.

The Most Common CPQ Pricing Models Explained

CPQ platforms may differ in features and UI, but most fall into a handful of pricing strategies. The trick isn’t just knowing the model—it’s knowing whether it fits your quoting motion.

Here’s a breakdown of the most common CPQ pricing models in B2B:

Each model has tradeoffs.

Per-seat pricing looks affordable—until you add pre-sales engineers, customer success reps, and managers who need visibility.
Volume-based can scale with usage—but spikes during seasonal campaigns might blow your budget.
Revenue-based sounds aligned with growth—but can sting if you’re quoting at high volumes with long sales cycles.

The best pricing model is the one that matches your sales behavior—not just your budget forecast.

Pricing Gotchas to Watch Out For

It’s one thing to understand how CPQ is priced. It’s another to spot what’s not on the pricing page—or buried in the contract fine print.

Here are the hidden costs and fine-print landmines that often blindside B2B teams:

Integration Fees
Many vendors charge separately to connect with your CRM, ERP, or eCommerce platform. Even if they claim “native” integrations, that may only cover basic data sync—not workflows or real-time logic.

Product Catalog Limits
Some platforms cap the number of SKUs, configurations, or product rules—forcing you into an expensive tier upgrade just to scale.
If you’re managing thousands of SKUs, variants, or bundles, ask:
“Is there a product or rules limit we should be aware of?”

Rules Engine Overages
Need complex logic like region-based pricing, multi-step approvals, or compatibility rules? That may require a premium engine—or “professional services” hours to configure what should be out-of-the-box.

Document Generation Quotas
Some vendors charge based on how many quotes or PDFs you generate. That might be fine at 100 quotes/month—but becomes a problem at scale or during peak seasons.

Long-Term Commitments Without Proof
Watch out for platforms that demand annual or multi-year commitments before you’ve seen ROI. Ask for a usage-based pilot or proof-of-concept phase.

“Unlimited” That Isn’t
"Unlimited users" may exclude roles like finance, marketing, or ops. "Unlimited quotes" might not include quote versions or revisions. Always clarify definitions.

Your CPQ pricing model should empower growth—not penalize it.

Real CPQ Vendors and How They Price

Choosing the right CPQ isn’t just about features—it’s about how that platform’s pricing fits your sales model, team structure, and growth trajectory.

Here’s a more in-depth look at how the top CPQ vendors approach pricing—and what that means for you.

BetterCommerce CPQ

How it’s priced:
Included as part of the BetterCommerce suite, with modular pricing based on active use—not user count. No per-quote or per-seat billing.

What it means:
Ideal for B2B brands already using BetterCommerce for PIM, OMS, or storefront. CPQ is natively integrated—meaning quoting, pricing, inventory, and approvals are all in sync. It works seamlessly across D2C, B2B portals, sales reps, or even WhatsApp quoting.

Watch for:
This isn’t a stand-alone CPQ tool—it’s optimized for those who want unified commerce and quoting in one system. If that’s your stack strategy, you’ll avoid a lot of integration and overage headaches.

Salesforce CPQ

How it’s priced:
Per-user/month licensing, layered with paid add-ons for guided selling, advanced approvals, and integrations with Salesforce CRM and ERP.

What it means:
If you're already embedded in the Salesforce ecosystem, this is convenient—but if your CPQ users go beyond sales (like finance or ops), costs add up fast. Integration flexibility is low unless you go all-in on the Salesforce stack.

Watch for:
Expensive onboarding, inflexible customizations, and tiered features locked behind enterprise plans.

DealHub CPQ

How it’s priced:
Tiered by functionality—think deal room, content engagement, quote builder—with options to scale based on revenue or usage volume.

What it means:
More flexible than Salesforce, especially for mid-market SaaS or high-velocity B2B sales teams. Good for companies doing complex quote flows but don’t need heavyweight configuration logic.

Watch for:
Pricing climbs as your use cases expand—especially with volume-based plans.

Conga CPQ

How it’s priced:
Modular pricing with enterprise bundles. CPQ often sold with Conga CLM or document automation solutions. Pricing varies dramatically based on workflows, volume, and required integrations.

What it means:
Conga offers end-to-end quote-to-cash, but the complexity comes at a cost—long implementations and service-heavy contracts. Best suited for enterprises with full-stack automation ambitions.

Watch for:
Heavy reliance on services, custom configurations, and “platform lock” across Conga products.

Oracle CPQ

How it’s priced:
Custom quotes based on user volume, number of SKUs, and global scale. Rarely priced below six figures annually.
 

What it means:
Great for complex manufacturing or global orgs with deep engineering or multi-region quoting needs—but total cost of ownership is high and time-to-implement is long.
 

Watch for:
High entry barrier, long sales cycles, and major IT overhead.

What the Best CPQ Pricing Looks Like 

There’s no “perfect” CPQ pricing model—but there is a right fit for your business. And the best ones all share one thing in common:

They align with how your team actually quotes, sells, and scales.
Here’s what to look for in a well-structured CPQ pricing model:

It Doesn’t Penalize Growth
If your cost spikes just because your team closes more deals, creates more quotes, or adds more users—you’re not scaling, you’re bleeding margin.
Great CPQ pricing grows with your sales motion, not against it.

It Reflects Your Quoting Complexity
Are you configuring BOMs, kits, and region-specific bundles? You need rule engine capabilities—but not at enterprise-tier costs.
The best pricing models let you scale logic without jumping pricing tiers for every new requirement.

It’s Transparent
You shouldn’t have to sit through three demo calls just to know whether a vendor charges for PDF generation, integrations, or approval workflows.
Pricing clarity is a good indicator of operational fit. If they hide the numbers, expect surprises later.

It Supports Both Rep-Led and Self-Serve Quoting
Your sales team might use CPQ—but what about your dealers, B2B buyers, or internal account managers?
Modern CPQ should support multiple personas—without charging you 5x because a different department needs access.

It Doesn’t Force a Rebuild Just to Expand
Need to add a new channel or region? Launch a self-service portal? Integrate with a new ERP?
If the CPQ platform locks you into rigid data models or per-use APIs, you’re trading flexibility for short-term cost savings.
The best pricing models leave you room to evolve.

Final Take: Pick CPQ That’s Built to Scale—Not Just Sell

Too many CPQ platforms sell the promise of speed—but price themselves in ways that limit growth.
They charge per quote, per rule, or per user—until quoting becomes another operational bottleneck. That defeats the point of CPQ altogether.

What B2B businesses actually need is a quoting solution that:

• Speeds up sales cycles
• Handles product complexity without custom code
• Works across reps, channels, and customer portals
• And doesn’t punish you for scaling into success

The best CPQ pricing reflects your sales motion, quoting volume, and operational complexity—not just how many people log in.
If you’re choosing a CPQ tool in 2025, don’t just compare line items.

Compare control. Compare alignment. Compare how well the pricing model sets you up to sell faster and scale smarter.
Because quoting should drive growth—not overhead.