As I reflect on my 3+ decades in the Quote to Cash space, I recall some crazy periods—transformative times when the industry felt like it was in constant upheaval, and helping clients navigate their options was, to say the least, a real head-spinner.
A few that immediately come to mind:
- Post-Telecommunications Deregulation (1996-2001):
The telecom space exploded, with billing companies forming seemingly overnight to keep up with the rapidly evolving wireless and deregulated wireline sectors. Companies were deciding between Geneva, Kenan, Daleen, Portal, and many more. CPQ wasn’t even a thing yet—billing systems were the centerpiece for launching new products, services, and monetization strategies. - SaaS vs. On-Premise CPQ and Billing (2008-2012):
The early days of SaaS Quote to Cash providers were like the wild west. Comparing Zuora or Aria with Oracle BRM, or Big Machines with SAP Variant Configuration, was like comparing apples to zebras. This was a time of battle between SaaS upstarts and traditional powerhouses, each trying to carve out their share of the market. - Salesforce Enters the Quote to Cash Arena (2015-Present):
When Salesforce acquired SteelBrick CPQ in late 2015, a new era of Quote to Cash began. The choice between the simplicity of an all-in-one platform or integrating sophisticated point solutions became front and center for clients. From 2016 to the early 2020s, clients had more options than ever, but with more complexity.
2024: Another Critical Inflection Point
Now, in 2024, it feels like we’re facing another pivotal moment in the industry. I have a theory that enterprise clients today are in the most challenging position since I started in consulting in the late 1980s. They are faced with supporting rapid business model and monetization evolution, and now more than ever they need Quote to Cash solutions that are keeping up with this pace of change. Clients need their entire Lead to Revenue stack—CRM, CPQ, CLM, Order Management, Commerce, Billing, and more—to work harmoniously, and it’s no longer just about getting those components right. Now, you’ve got to layer on RPA, process mining, and generative AI to drive efficiency. As always, Quote to Cash, specifically CPQ and Billing, sit right in the middle of this extended process, at the foundation of end to end success.
What a year 2024 has been for Quote to Cash software providers! It was a good year to be in research / discovery / investigation mode as I charted my next chapter, forming Craton Consulting. Some notable highlights (so far):
- ServiceNow entered the Quote to Cash space with expansion to Customer and Industry Workflow and introduction of Sales and Order Management (SOM).
- HubSpot introduced Commerce Hub, expanding into Quote to Cash for the SMB market.
- Zilliant acquired In Mind Cloud CPQ, pairing leading Price/Revenue Optimization strategy with CPQ critical path processing.
- Logik.io expanded beyond Configuration into P&Q, providing a fresh but experienced CPQ option.
- New entrants like Continuous Technologies arrived with some unique solutions in the billing space.
- Conga continued its resurgence with renewed focus on client success and expanded product footprint.