In 2013, CPQ was a new technology, at once intriguing and forbidding to leading sales-driven organizations around the world. The problem statement was clear: too many customers were being driven away by delays in quoting, errors in pricing and frustrations in approval processes. Industries that had multivariate pricing dependencies struggled with educating their front-line sales people on how their pricing worked. When conditions changed, these companies could not quickly re-set their pricing models to reflect the new reality. This in-turn obfuscated the quoting process, inevitably driving their frustrated customers into the open arms of their competitors.

Thanawalla Digital entered the market in 2013 with a robust understanding of CPQ techniques, and quickly gained a foothold in the implementation of cloud CPQ techniques pioneered by Apttus (and later by Steelbrick). Our developers have built pricing solutions in industries as varied as Telecom,roofing, pharmaceuticals, wine distribution and finance. These solutions have encompassed multiple sales channels – Partner/Distributor/End Customer, variations in cost (weather, subcontracts, governmental charges), structured delivery and structured payments.


Our CPQ developers understand tiered pricing, ramp pricing, slab pricing, channel pricing, multiple pricebooks including contracted pricing, sunset prices, couponing, incentive periods, co-dependent pricing, bundle pricing, required configurations…and hundreds of CPQ teamother complexities that can only be fully understood by having actually implemented CPQ for the largest corporations in the world.

Our team leaders carry the highest certifications and ratings in Apttus CPQ and Salesforce (Steelbrick) CPQ. They don’t simply implement a solution, they actively lead our clients in the discovery of optimum pricing algorithms. Ask us how we can help you navigate your cloud CPQ implementation today.

telecom tower





Telcom pricing is heavily dependent on last-mile subcontracts with other carriers. A superior CPQ pricing model weaves each of the disparate agreements into the final price.


What does weather projection have to do with wine prices? Wine prices and futures contracts are driven off anticipated supply. When future obligations are negotiated today, a winery’s best pricing models inform tomorrow’s pricing.