Salesforce CPQ vs Third-Party Options
Introduction – Why CPQ Alternatives Matter in Negotiation
Implementing a CPQ (Configure-Price-Quote) solution is a sticky, long-term decision. Once a CPQ is embedded in your sales process, ripping it out is costly and painful – vendors know this.
Salesforce CPQ is a popular choice, but it isn’t the only option on the market.
This is good news for buyers, because having credible CPQ alternatives gives you leverage when negotiating with Salesforce. Read our ultimate guide, Salesforce CPQ & Billing Negotiation Hub: Strategies for Revenue Cloud Licensing.
When evaluating Salesforce CPQ, savvy CIOs and procurement leads will also consider third-party CPQ platforms, such as Conga (formerly Apttus) or Oracle CPQ.
By seriously considering alternative CPQ vendors, you signal to Salesforce that you won’t overpay just for convenience.
In the negotiation phase, referencing other options can pressure Salesforce to sharpen its pencil on pricing or throw in extras. The goal is to avoid overpaying for CPQ by making Salesforce compete for your business.
Salesforce CPQ – Strengths and Weaknesses
Salesforce CPQ’s biggest strength is its deep integration with the Salesforce ecosystem. Because it’s a native add-on (part of Salesforce Revenue Cloud), it works seamlessly with your existing Sales Cloud data and UI.
Your sales team stays in the familiar Salesforce interface, and data flows naturally from opportunities to quotes without complex connectors.
Salesforce CPQ also benefits from a large community of experts and resources, and it’s backed by Salesforce’s support and product roadmap.
In short, it’s a convenient one-stop shop if you’re already a Salesforce CRM customer.
That convenience, however, comes at a premium cost and some trade-offs in flexibility. Salesforce CPQ licenses are an add-on per user that can significantly increase your CRM spend – it’s known to be one of the pricier CPQ options.
In addition, you’re tied to Salesforce’s feature roadmap and release schedule; the product is standardized to Salesforce’s vision, which may limit handling very unique product or pricing scenarios.
Customizing Salesforce CPQ beyond its standard capabilities often requires workarounds or waiting for Salesforce to develop new features.
In summary, Salesforce CPQ offers ease of integration and use, but with higher costs and potential limits on ultra-complex customizations.
Third-Party CPQ Alternatives (Conga, Apttus, Oracle, etc.)
When Salesforce’s CPQ doesn’t check all your boxes (or threatens to break the budget), third-party alternatives can step in.
A few notable CPQ platforms that enterprise buyers evaluate include:
- Conga CPQ (formerly Apttus): A longtime CPQ solution with roots in the Salesforce ecosystem. Conga was one of the original AppExchange CPQ apps (formerly known as Apttus) and is designed to integrate with Salesforce or other CRMs. It offers highly customizable product configuration and pricing rules. Companies with very complex pricing models or approval workflows often like Conga’s flexibility. It’s also often cheaper on a per-user licensing basis compared to Salesforce CPQ. However, using Conga means dealing with an external vendor (Conga) and possibly more effort in setup and maintenance to tailor it to your Salesforce data. Conga excels at customization and complex use cases, but you’ll need the admin resources to manage that power.
- Oracle CPQ: Oracle’s CPQ (formerly BigMachines) is a strong option for organizations with complex product catalogs, manufacturing configurations, or heavy enterprise pricing rules. It’s a standalone CPQ that can integrate with various CRM systems (Salesforce included) or work alongside Oracle’s own CRM/ERP. Oracle CPQ is known for its robust engine in handling very intricate quotes and large deal configurations. The trade-off is that integrating Oracle CPQ with Salesforce will require a separate integration project, and your sales team will use a tool outside of native Salesforce for quoting. Oracle CPQ licenses can sometimes be lower-cost than Salesforce CPQ on paper, but you must factor in the integration and support costs of a two-vendor solution.
- Other CPQ Platforms: Beyond Conga and Oracle, there are other niche or enterprise CPQ solutions (e.g., SAP CPQ, DealHub, Zuora CPQ, etc.). These can be attractive if they align with your existing systems (for example, SAP CPQ for an SAP-centric shop) or specific industry needs. They similarly offer bargaining leverage – just the fact that multiple CPQ alternatives exist means Salesforce can’t assume an automatic win.
In general, the trade-off with third-party CPQ is lower licensing costs and potentially greater flexibility, versus higher integration and support effort.
A non-Salesforce CPQ might save you money on paper or offer that one killer feature you need, but you’ll spend more time getting it to work with Salesforce and maintaining it.
This is precisely why evaluating these options is powerful during negotiations: you’re weighing Salesforce’s “easy but expensive” approach against “cheaper but requires integration” – and you can play that balance to your advantage at the bargaining table.
Read CPQ Contract Pitfalls: Hidden Costs and How to Avoid Overpaying.
How to Use Alternatives as Negotiation Leverage
Third-party CPQ options are not just Plan B solutions – they are negotiation tools.
The mere fact that you have other quotes or proposals in hand changes the conversation with Salesforce. Here’s how you leverage alternatives to strengthen your deal:
First, get competing quotes or estimates from one or two alternative CPQ vendors.
Reach out to Conga, Oracle, or others for a price proposal for equivalent functionality.
If Salesforce is quoting you $150 per user/month for CPQ, and Conga comes back with $100, that’s powerful information. Share (or tactfully mention) these competing numbers to your Salesforce rep.
Knowing there’s a cheaper, credible offer on the table can motivate Salesforce to discount their pricing or match terms.
Next, mention that you are evaluating competitors through a formal process. You might say, “We’re running a CPQ evaluation including Salesforce and Conga,” or even initiate a small pilot or proof-of-concept with the alternative.
You don’t have to fully implement a new CPQ, but signal serious intent: for example, issue an RFP for CPQ software and let Salesforce know they’re not the only contender.
When Salesforce realizes an active competitive bid is in play, they’re far more likely to sharpen their pencil to win your business.
Vendors hate to lose, especially to their traditional rivals, so use that competitive pride to your benefit.
Finally, use the strengths of the alternatives as a bargaining chip.
If Conga offers something Salesforce doesn’t (say, a more flexible customization or a bundled contract management feature), bring it up.
For instance: “Conga is including advanced document generation and training hours at no extra cost – can Salesforce match that?”
Even if you ultimately prefer Salesforce CPQ, letting them know you see value in the competitor’s offering puts pressure on Salesforce to add value or lower cost in response.
The key is to make Salesforce work to earn your choice rather than assuming you’ll simply sign whatever is offered. Alternatives give you tangible evidence to justify asking for a better deal.
Comparison Table – Salesforce CPQ vs Conga CPQ
To illustrate the differences and how they can be used in negotiation, here’s a side-by-side comparison of Salesforce CPQ and Conga (Apttus) CPQ:
| Factor | Salesforce CPQ | Conga/Apttus CPQ | Negotiation Angle |
|---|---|---|---|
| Integration | Native part of Salesforce (seamless CRM integration). | External app integration into Salesforce (built on AppExchange). | Leverage Salesforce’s “native” advantage by asking for a discount since it saves you integration work. (“We’re paying for easy integration – give us a break on price.”) |
| Licensing Cost | Per-user add-on to Salesforce (premium price). | Typically lower per-user cost for similar functionality. | Use Conga’s lower pricing as a counter in negotiations. (“Vendor X offers $$ per user – match or beat this.”) |
| Flexibility | Standard Salesforce-driven feature set and roadmap. | Highly customizable to complex business needs. | Emphasize your need for flexibility. (“If Salesforce CPQ can’t do X, we may need Conga’s custom capabilities – unless you can accommodate or adjust the price.”) |
| Switching Cost | Low for Salesforce customers (fits right into existing Salesforce setup). | Higher switching and implementation cost (new vendor, integration effort). | Salesforce knows third-party switch costs are high, so make your alternative evaluation credible. (Don’t bluff unless you’re prepared to invest in switching.) |
Interpretation: Salesforce will tout its seamless integration and ease, whereas Conga will pitch cost savings and flexibility.
As a negotiator, highlight to Salesforce that while their solution is easier to deploy (and they charge a premium for it), you have done the math on licensing, and the competition is cheaper.
If flexibility is a major need for your business, make it clear you’re willing to go with the more customizable option unless Salesforce meets your requirements (either by committing to a feature on the roadmap or by giving a discount as consolation).
At the same time, be mindful that Salesforce reps know how sticky their platform is; they know switching to a third-party means extra work for you, and they might bank on that.
Your job is to keep them guessing about how willing you are to endure that extra work. The more serious you appear about an alternative, the more seriously Salesforce will take your demands.
Negotiation Tactics with Alternatives
Putting the leverage into action requires a strategic approach.
Here are specific negotiation tactics that use your alternative options to maximum effect:
- Ask Salesforce to match or beat competitor pricing: If you have a quote from Conga at a lower price, explicitly ask Salesforce to match that price or offer a better deal. Sometimes, simply presenting a competitor’s number (with proof) can persuade Salesforce to reduce its price to prevent a loss. Don’t hesitate to say, “We have a quote from Vendor X at $$ – can Salesforce come closer to that figure?”
- Bundle CPQ with other Salesforce products: Another tactic is to bundle Salesforce CPQ as part of a larger deal for Sales Cloud or other Salesforce products. Use the alternative as leverage by saying you might decouple CPQ from Salesforce entirely if they can’t package it favorably. Salesforce may respond by giving you a better rate on CPQ if you, for example, commit to expanding your Sales Cloud licenses or buy an add-on. Essentially, trade a larger overall commitment for a discount: “We’ll stick with Salesforce CPQ and roll it out to the whole team, but in exchange, we need a bundled pricing deal with our Sales Cloud renewal.”
- Push for extras by citing competitor offers: Third-party vendors often throw in freebies or extras (additional sandbox environments, admin training hours, advanced support, etc.) to sweeten the deal. Use that in your Salesforce negotiation: request additional value-adds by referencing that others include them. For example, “We’re inclined to go with Salesforce CPQ, but we’ll need at least one free sandbox org and training for our admins, since Vendor Y was including those at no cost.” This puts Salesforce in a position to increase the value of their proposal without necessarily dropping the price – a win for you.
- Leverage quarter-end timing: Salesforce’s sales team operates on quarterly (and annual) targets, and end-of-quarter urgency can work in your favor. One advanced tactic is to time your competitive posturing strategically. If you’re nearing Salesforce’s quarter or year-end, subtly let them know you’re still considering a competitor late in the sales cycle. For instance, as the deal is about to close, mention that your board or CIO wanted a final look at Oracle CPQ’s offer before signing. The goal is to introduce a bit of last-minute doubt. A Salesforce rep staring at their quota deadline might respond with an improved discount or throw in an extra incentive to make the decision easy for you. (Important: Don’t push this to the absolute last minute such that you run out of time; just enough pressure before the deadline can extract the best final offer.)
Using these tactics in combination can significantly improve your outcome. You’re effectively saying to Salesforce: “We have options, we know it, and we’re willing to pursue them – give us a reason to choose you beyond just inertia.”
Risks of Using Alternatives as a Bluff vs. a Real Option
While leveraging alternatives is smart, be careful not to overplay a pure bluff.
If you have no intention of ever leaving Salesforce’s orbit, a savvy Salesforce rep may sense that and call your bluff. This could weaken your negotiating position.
The risk of saying “We’ll go to Competitor X!” without substance is that Salesforce might respond with, “Okay, good luck,” and stick to their price, leaving you with no improved deal and no real alternative.
To avoid this, have at least one real quote or proposal in hand and be prepared to show some evidence of evaluation. This isn’t just for show – it’s to ensure your threat is credible.
Even better, genuinely be ready to choose the alternative if Salesforce doesn’t come through. If Conga or another CPQ truly offers more value for significantly less cost, you should be willing to walk away from Salesforce CPQ. In negotiations, your power largely comes from the ability to say “no” and choose another path.
In short: don’t bluff unless you can back it up. The idea isn’t necessarily to switch vendors, but to know that you could if needed. That confidence will come through in your tone. And if Salesforce still won’t deal even after you bring up competitors, you may actually want to take that alternative offer.
Ensure your leadership is on the same page about how far you’re willing to go. A credible stance with real options will command far more respect (and discounts) than an obvious bluff.
Remember, the ultimate goal is to get the best value for your company – whether that ends up being Salesforce CPQ at a fair price or a different tool that meets your needs better.
FAQs
- “Is Conga cheaper than Salesforce CPQ?” – Often, yes. Conga (Apttus) CPQ typically comes in with a lower subscription cost per user than Salesforce CPQ’s list price. However, remember to factor in integration and support costs – a cheaper license doesn’t always mean a lower total cost if you need more services to make it work.
- “Can we really switch after committing to Salesforce Sales Cloud?” – You can. Using a third-party CPQ with Salesforce Sales Cloud is technically feasible (many companies do it). It typically involves connecting the external CPQ to your Salesforce data through an integration. While Salesforce CPQ is the path of least resistance for Salesforce-centric organizations, it’s not the only path. If an alternative CPQ offers significantly better value or features, you can integrate it into Salesforce – just budget for the extra effort. The key is that Salesforce CRM doesn’t lock you into Salesforce CPQ; it’s just positioned as the convenient choice.
- “Should I run an RFP for a CPQ solution?” – If your CPQ investment is significant (enterprise-scale spend), yes, running a formal RFP or competitive evaluation is wise. An RFP process forces internal clarity on requirements and signals to Salesforce that they must compete to win your business. Even if you have a preferred vendor, an RFP can generate leverage through competition. For smaller deals, a full RFP might be overkill, but you can still solicit multiple quotes informally. The point is to create competition and choice, which always strengthens your negotiating hand.
- “Will Salesforce call my bluff on using an alternative?” – Not if your bluff isn’t a bluff! In other words, if you have real competitor quotes and a genuine evaluation underway, Salesforce is likely to take your alternative talk seriously. They know other CPQ tools exist, and they’ve lost deals to them before. However, if you were to bluff without any substance – say you casually threaten switching but show no evidence or urgency – an experienced rep might indeed call you on it. The best practice is to be truthful and prepared: actually do some due diligence on alternatives. Then it’s not a bluff at all; it’s a real option. Salesforce will sense that credibility and should respond with a more competitive offer rather than risk you walking away.
By considering Salesforce CPQ vs. third-party alternatives, you not only educate yourself on the best solution for your business, but you also arm your team with leverage to ensure whichever choice you make comes at the right price and terms.
In any negotiation, knowledge and alternatives are power – and in the high-stakes world of Salesforce licensing, a little extra power can save you a lot of money.
Read about our Salesforce Negotiation Services.
