Top trends in Manufacturing: Leveraging advanced technologies & CPQ innovations

By Martin H. Morrissette, Sirocco CMO – Book time with me

Time is money for sales teams. Generating accurate quotes quickly and efficiently can be the difference between winning and losing a deal. That’s why Configure, Price, Quote (CPQ) software can be vital for businesses seeking frictionless sales processes. If you want to become (or remain) competitive in this field, optimising efficiency and accuracy in quoting is paramount. CPQ (Configure, Price, Quote) systems have become indispensable in streamlining sales processes, simplifying the configuration of complex products, and delivering accurate quotes.

As we move futher into 2025, CPQ technology continues to evolve rapidly, bringing smarter, more efficient workflows to the forefront. Here are some key trends shaping CPQ’s future, supported by insights from industry leaders like Gartner, Salesforce, Tacton, and others. Contact us if you would like to explore your CPQ ambitions with our experts.

AI-Powered Intelligent Configuration

Artificial intelligence (AI) continues to transform CPQ solutions, particularly in the realm of personalisation and decision-making. According to Salesforce’s State of Sales Report, 76% of sales leaders believe that AI is critical for automating routine tasks and enabling smarter pricing strategies. In 2025, AI within CPQ will:

  • Analyse customer behaviour, market trends, and even competitor pricing to recommend optimal configurations and pricing strategies.
  • Automate routine tasks like data entry and validation, reducing errors and freeing up sales teams for higher-value activities.
  • Provide predictive analytics to forecast demand, identify cross-selling opportunities, and flag potential risks, allowing for agile decision-making.

Manufacturers adopting AI-driven CPQ solutions can expect faster quote generation, improved accuracy, and higher customer satisfaction.

Enhancing Customer Experience Through Personalisation

Customers increasingly expect tailored experiences, and CPQ systems are rising to the challenge. Tools like Tacton’s Visual Configurator provide real-time 3D visualisation, enabling buyers to customise products to their exact specifications. Forrester Research found that 77% of B2B buyers rate the ability to customise a product as a key purchase factor. Personalisation extends beyond the visual experience. AI-driven CPQ systems analyse historical data to generate precise, customer-specific quotes. This combination of engaging front-end tools and intelligent back-end systems ensures faster response times, a smoother sales process, and greater customer loyalty.

Cloud-Based CPQ: Scaling for the Future

The shift to cloud-based CPQ solutions is accelerating. Gartner projects that by 2026, over 60% of B2B sales organisations will use cloud-based CPQ tools. This trend is driven by the scalability and flexibility that cloud solutions offer. Key benefits include:

  • Real-time data access across global teams, ensuring consistency in pricing and configurations.
  • Seamless updates and integrations with tools like Salesforce CRM and ERP systems.
  • Reduced IT overhead, making advanced CPQ capabilities accessible to manufacturers of all sizes.

As businesses expand into new regions, cloud-based CPQ systems simplify localisation, supporting multi-currency, multi-language, and compliance needs.

Machine Learning: Beyond Automation

Machine learning (ML) is enhancing CPQ systems by offering deeper insights into customer behaviour and sales performance. According to McKinsey, companies leveraging advanced analytics see a 15-20% increase in sales productivity. ML applications in CPQ include:

  • Predicting customer preferences based on historical data.
  • Identifying bottlenecks in the sales process and recommending workflow improvements.
  • Automating complex pricing scenarios, such as usage-based or subscription models.

This level of intelligence ensures manufacturers can anticipate customer needs, reduce inefficiencies, and close deals faster.

Augmented Reality for Product Visualisation

Augmented reality (AR) is revolutionising how manufacturers showcase their products. Tacton’s AR solutions allow customers to see their configurations in real-world settings before making a purchase. This not only boosts confidence but reduces costly errors and returns. For example, industrial equipment manufacturers can use AR to let buyers visualise machinery in their facilities. This immersive experience is particularly valuable for high-stakes purchases, where precision is critical.

Mobile-Optimised CPQ for Remote Teams

With remote and hybrid work environments becoming the norm, mobile-optimised CPQ systems are essential. Salesforce reports that 60% of sales reps now work remotely at least part of the time, underscoring the need for accessible tools. Mobile CPQ solutions enable:

  • On-the-go configuration and quoting, ensuring responsiveness to customer requests.
  • Real-time collaboration between field and back-office teams.
  • Access to critical customer and product data from any location.

This accessibility ensures faster turnaround times and a more efficient sales process, regardless of location.

Seamless Integration with CRM and ERP Systems

Integration is key to maximising the value of CPQ systems. According to Gartner, organisations that integrate CPQ with CRM and ERP platforms see a 20% improvement in operational efficiency. Integrated CPQ systems provide a unified view of customer interactions, inventory, and pricing. This enables smoother transitions from sales to fulfilment and reduces errors in the order-to-cash process. For manufacturers, this means faster delivery times and improved customer satisfaction.

Adapting to Subscription and XaaS Models

As industries adopt subscription-based and Everything-as-a-Service (XaaS) models, CPQ solutions must evolve. McKinsey highlights that subscription models are growing at a rate of 12% annually across multiple sectors. Modern CPQ systems can manage:

  • Recurring revenue streams and usage-based pricing.
  • Complex contracts and renewals, ensuring transparency for both the seller and the customer.
  • Customisable billing structures that adapt to changing customer needs.

This adaptability is crucial for manufacturers transitioning to service-oriented business models.

Supporting Global Expansion with Localisation

As manufacturers expand internationally, localisation capabilities in CPQ systems become vital. Experlogix highlights that businesses with multi-currency and multi-language support see 30% fewer quoting errors in international markets. Advanced CPQ systems simplify compliance with regional tax laws, pricing structures, and language preferences, ensuring consistency and accuracy across borders. This capability is especially important for manufacturers operating in highly regulated industries.

Visual Product Configurators: Driving Engagement

Visual configurators are becoming a standard feature in CPQ solutions. These tools not only enhance customer engagement but also improve conversion rates. A study by Forrester found that interactive visual tools can increase online sales by up to 25%. For example, an automotive manufacturer can allow customers to customise vehicles in real time, selecting features like colours and interior finishes while seeing the results immediately. This interactive experience builds trust and helps close deals faster.

Addressing challenges & opportunities

As CPQ technology advances, manufacturers must address several challenges, including upskilling their workforce to manage AI-driven systems and ensuring compliance with evolving data privacy regulations. Investing in employee training and adopting robust security measures will be critical. At Sirocco, we work with industry-leading CPQ providers like Salesforce, Tacton, and Experlogix to deliver solutions tailored to your business needs. Whether you’re looking to enhance personalisation, streamline global operations, or adopt new pricing models, our team of experts can help you navigate these trends and optimise your sales processes. Let us help you unlock the full potential of CPQ in 2025.

So where do you start?

As your long-term partner for sustainable success, Sirocco is here to help you achieve your business goals. Contact us today to discuss your specific needs and book a free consultation or workshop to get started!