Modern sales teams face increasing complexity. From managing customized product bundles to providing consistent quoting across multiple business units, it’s easy for inefficiencies to creep into the process. That’s where CPQ (Configure, Price, Quote) solutions come in. Integrated with Microsoft Dynamics 365, CPQ solutions can revolutionize how large, multi-entity organizations approach sales.
In our Outperform panel, “Transforming Sales with CPQ and Microsoft Dynamics 365,” we invited a team of experts from Adobe and TTEC Digital to explore the importance of CPQ, the benefits of integration with Microsoft Dynamics 365, and actionable strategies for implementation. Whether you’re managing fragmented quoting systems or seeking to unify your sales operations, the information below will equip you with the insights you need to effectively streamline and scale your processes.
What is CPQ and why does it matter?
CPQ is a technology solution that helps businesses configure product offerings, price them accurately, and generate professional, consistent quotes. Think of CPQ as the missing puzzle piece connecting your CRM with customer-facing applications to ensure efficiency, accuracy, and scalability.
Why does CPQ matter? In complex, global organizations it’s a necessity. Imagine managing over 13 different partnerships across multiple continents, each with unique products, services, and pricing models. Without a CPQ platform, coordinating quotes would be chaotic. CPQ serves as the glue that holds sales workflows together, delivering consistent buying experiences regardless of complexity.
Let’s review some of the ways integrating a CPQ solution into Dynamics 365 can facilitate more seamless processes.
Challenges to Unifying Quoting in Global Operations
As companies expand and acquire new businesses, managing quoting processes becomes increasingly complex — often resulting in inefficiencies and inconsistencies. Global B2B organizations frequently encounter different quoting challenges during technology consolidation, CRM migration, and new CPQ implementation due to fragmented sales systems and varied processes across business units.
Without a flexible CPQ solution capable of handling this level of complexity, businesses may face several critical issues:
Inconsistent Quoting Processes: Different units or acquired companies often rely on disparate tools — spreadsheets, legacy systems, or manual methods. This creates inconsistent pricing, frequent errors, and delays in generating quotes, leading to frustration for both sales teams and customers.
Lack of Standardization: Without a unified system, it’s nearly impossible to enforce consistent pricing rules, discount policies, or approval workflows across the organization. As a result, sales teams may unknowingly offer different pricing for the same product or service, eroding customer trust and weakening the brand’s reputation.
Scalability Issues: Manual or disconnected quoting processes simply don’t scale with a growing company. As data and sales volumes increase, inefficiencies in the system slow down the entire sales cycle, increasing the risk of losing valuable revenue opportunities.
Data Silos: Business information is often spread across multiple ERP systems and CRMs, creating data silos. This makes it difficult to gain a clear, holistic view of quoting performance or customer preferences, which is critical for making informed decisions and improving processes.
The Case for Unified Quoting
For organizations with multiple business units and systems, unifying quoting processes is essential. By integrating their CPQ application with Microsoft Dynamics 365, companies can centralize their quoting workflows on a single cohesive platform, while supporting large and diverse catalogs, pricing models, and services.
Why is this important? With a unified quoting process, businesses can ensure consistent sales proposals, pricing and discounts across all regions, eliminating discrepancies, improving customer trust, and reinforcing brand integrity. Furthermore, it streamlines and integrates processes for sales reps, eliminating the need to navigate multiple systems. So even if you have operations around the world, CPQ integration with Dynamics 365 allows you to maintain control and consistency in your pricing strategies.
This is where Smart CPQ proves to be a game-changer. According to Jerry Chyan from Adobe, his organization was “acquiring companies almost on a yearly basis…[so] we were looking for a CPQ platform that could be CRM agnostic.” By integrating Smart CPQ into Dynamics 365, companies can centralize quoting workflows on a single platform. This integration ensures all quotes are generated consistently, regardless of varying catalogs, pricing models, or services offered across different units.
Smart CPQ not only consolidates quoting systems and sales information, but also eliminates errors, streamlines workflows, and enforces company-wide consistency. It helps you overcome the challenges of inconsistent processes and fragmented data, allowing you to scale efficiently while delivering accurate, reliable quotes that build customer trust.
Streamlined Quoting Processes
CPQ solutions automate manual tasks and streamline the quote-to-order process, allowing sales teams to focus on selling rather than administrative tasks. This efficiency increase leads to faster turnaround times and ultimately improves customer satisfaction.
Professional Sales Proposals for Enhanced Customer Experience
Quoting consistency plays a key role in delivering exceptional customer experiences. A CPQ solution ensures quotes are professional, branded, and easy to understand. Bob Lawrence at TTEC Digital says, “before we had this system in place, everybody had their own statement of work with their own logos…Smart CPQ has helped build us all together in a unified platform.”
Implementation Challenges to Consider
Implementing a CPQ solution can present challenges, particularly around CRM integration and data migration. Ensuring seamless data transfer, avoiding inconsistencies, and aligning CRM systems can be complex. However, PROS Smart CPQ is designed to simplify these processes, helping to streamline data migration, maintain data accuracy, and integrate smoothly with your CRM to support a more efficient and effective transition.
Below we’ve outlined several implementation challenges and how PROS Smart CPQ helps address them:
Transitioning to Dynamics 365
One of the main challenges faced by B2B organizations is transitioning from a previously used CRM system, such as Salesforce, to a new one like Dynamics 365. This can involve extensive training programs for sales users to adapt to the new platform and its processes.
PROS understands the complexities involved in a CRM transition and designed PROS Smart CPQ to be CRM-agnostic. This flexibility means PROS Smart CPQ can integrate and support both Salesforce and Microsoft simultaneously, making it easier for businesses to manage their sales workflows under one selling system as they migrate their customer data.
The transition for Adobe took years to complete, but according to Jerry Chyan, “PROS could support both Salesforce and Microsoft at the same time” so the organization was still able to streamline operations and maintain consistent branding across global teams.
Data Migration and System Integration
PROS Smart CPQ offers seamless integration with existing CRM systems, reducing disruption and ensuring all team members have the data they need. Nisha Jerome at TTEC Digital said of her company’s implementation process, “as part of our transition process, we had to include data migration and we had challenges in data migration as well and also building out the new CRM.” Bob Lawrence, also of TTEC Digital, said of their system integration challenges, “We brought together several companies…every one of those companies had disparate systems on different platforms, different CRMs.”
That’s where the PROS expertise comes into play. Our experienced team provides comprehensive training and support to ensure smooth adoption and operation. This support allows for scalability as your business grows, accommodating both current and future needs.
Complexity in Aligning Different Business Units
The selling process can be complicated, especially for organizations with multiple business units. Each unit may have its own quoting system, causing disparities and confusion among teams. “We have multiple quoting systems for different business units…we also wanted to consolidate all this quoting experience into one so that we don’t have any disparities or different requirements or different user experiences,” said Jerry Chyan.
PROS Smart CPQ seamlessly integrates with existing CRM systems, creating a unified platform that consolidates user experiences. This integration enhances operational efficiency while ensuring consistency across all business units and sales channels.
Why PROS Smart CPQ?
Among leading CPQ solutions, PROS Smart CPQ stands out for its CRM-agnostic capabilities, scalability, and native integration with Microsoft Dynamics 365. By embedding the CPQ experience directly within the CRM interface, it empowers organizations to streamline quoting processes while preserving their existing CRM investments. This flexibility enables seamless unification of quoting systems across diverse business environments.
To understand the full value of CPQ integrated with Dynamics 365, it’s important to highlight the features that make it a standout solution for enterprise sales teams.
Cross-CRM Compatibility
Unlike other solutions, PROS Smart CPQ can support multiple different CRM systems, including Salesforce and Microsoft Dynamics 365. This flexibility ensures seamless integration even during CRM transitions.
Versatile Configuration Capabilities
Sales teams can configure simple to complex deals across multiple business units and product categories using a single platform. From tailored customer questionnaires to flexible catalog structures, PROS Smart CPQ adapts to enterprise-specific requirements with speed and precision.
Real-Time Pricing Optimization
By adding AI-powered pricing capabilities to their CPQ system, organizations can adjust pricing dynamically based on market trends, customer behavior, or changes in internal strategies. These tools enable businesses to drive profitability while staying competitive.
Consistent, Professional Quotes
PROS Smart CPQ ensures all quotes are aligned with corporate branding guidelines, creating a polished and unified appearance for every customer interaction.
AI-Driven Automation
The solution goes beyond creating quotes. At Outperform in May 2025, PROS announced it is launching AI agents, which will support sales and pricing teams by automating repetitive tasks, dynamically building quotes with smarter prices, analyzing customer needs, and suggesting growth opportunities in real time.
The Future of Sales Technology
The combination of CPQ and Microsoft Dynamics 365 is no longer a competitive advantage; it’s become a baseline requirement for modern businesses. Organizations that adopt these technologies position themselves to deliver exceptional customer experiences, scale seamlessly, and capitalize on AI-driven opportunities.
Whether you’re transitioning from outdated systems or looking to enhance your existing CRM, implementing a robust CPQ solution like Smart CPQ will not only simplify your sales processes, but will also set the foundation for long-term success.
If you’re ready to explore the potential of Smart CPQ, contact PROS today. Our team of experts can guide you through the implementation process and ensure your business reaps the full benefits of this powerful solution.
