The tip of the iceberg

If your CPQ evaluation focuses solely on the initial deal, you might be overlooking a significant part of the picture.

I've seen impressive CPQ demos showcasing polished, colorful sales proposals as a modern alternative to dull spreadsheets. That approach might work well if you're selling physical goods or one-off projects. However, in the world of B2B subscriptions, the first quote is only the beginning — just the tip of the iceberg.

Once the initial deal is closed, the subscription takes on a life of its own. The real challenge begins with retaining and growing that customer relationship. To succeed, your marketing and account management teams need to upsell, cross-sell and strengthen customer loyalty. Renewal periods become key moments — not just for ensuring continuity but for unlocking additional revenue by expanding the relationship, perhaps with longer commitments or tailored incentives.

Simply put, your CPQ solution must be subscription-aware.

In the early stages of a SaaS company, most quotes revolve around new business. But as the company matures, new deals become a smaller piece of the puzzle compared to managing and optimizing your recurring revenue. This is where the true complexity of subscriptions and quoting lies.

If you’re not feeling the weight of these challenges, it might be a sign that you’re falling short in retaining and growing your customer base effectively.