Unifying Three Revenue Motions Into One Quoting System

The Challenge

Three revenue motions. Zero standardization. That was the quoting problem.

A fast-growing cybersecurity company selling compliance and security solutions to financial institutions. They had Salesforce. They had products. What they didn't have was a quoting process anyone could trust.

Reps generated quotes inconsistently — different formats, different discount logic, different approval paths. There was no unified workflow for product selection, pricing, discount application, opportunity sync, or PDF generation. Every deal was a custom job.

Sales leaders couldn't trust pipeline data because pricing attached to opportunities was unreliable. Finance struggled to reconcile what was quoted against what was contracted. The numbers didn't match because the process that generated them was different every time.

Renewals were worse. When the customer success team quoted renewals, the system defaulted to list price — not the price the customer actually paid last year. Customers noticed. Trust eroded. Renewals that should've been routine turned into negotiations.

Proration was nonexistent. When a deal included products with different start dates, there was no logic to handle it. Reps and finance were calculating prorated amounts manually in spreadsheets, outside of Salesforce.

And underneath all of it, the subscription data was incomplete. Historical records were missing key cost fields. You can't build a reliable renewal flow on a data foundation that has gaps.

They needed two things at once: a process overhaul and a data foundation to support it.

Our Approach

We scoped four parallel work streams — three focused on quoting and one on the data layer that would make everything else work.

• New business quoting: Product selection → pricing → discounts → opportunity sync → auto-generated PDF. One workflow. One path. Every deal.
• Cross-sell quoting: Same framework, adapted for existing customer expansion. Pulls in current subscription data so reps see the full customer picture before adding products.
• Renewal quoting: Separate flow built for the CS team. Pulls subscription data at last-paid price, not list. Uplift percentages calculated from the actual baseline, with manual override flexibility for edge cases.
• Subscription data enrichment: Extended the custom Subscription Tracker object with a "Max Product Value" field. Backfilled historical data across every existing customer record so the system had accurate cost data from day one.

We ran live walkthroughs with stakeholders throughout the build. Not end-of-sprint demos — real-time feedback sessions where sales, CS, and finance could see the workflows taking shape and course-correct before we'd built too far in any direction.

The Solution

New business quoting. Reps follow one standardized path: select products, apply pricing and discounts, sync to the opportunity, generate a PDF. Approval routing triggers automatically based on deal size and discount thresholds. No more rogue quotes.

Renewal quoting. The CS team now quotes renewals from actual contract history. The system pulls last-paid price per product, calculates uplift percentages from that baseline, and generates renewal quotes that customers recognize. No more list-price surprises.

Cross-sell flow. Expansion quotes pull in the customer's existing subscriptions so reps can see the full picture — what they're paying, what they're using, where there's room to grow. Same standardized workflow. Same PDF output.

Proration logic. Designed with the accounting team for deals where products have different start dates. The system handles proration calculations natively — no more side spreadsheets.

Subscription Tracker enrichment. The custom object now carries complete cost history. The backfill covered every active customer record, giving the CS team and finance a reliable data foundation for renewals, reporting, and forecasting.

ChurnZero integration. Subscription health data syncs to ChurnZero for a unified view of customer engagement alongside contract data. CS sees the full picture in one place.

The Results

Three revenue motions — new business, cross-sell, and renewals — now run through one standardized quoting framework. Same workflow. Same approval logic. Same output format. Every deal.

Renewal quotes are anchored to what customers actually paid, not list price. The trust problem is gone. Renewals close faster because there's nothing to negotiate — the numbers match the contract.

Four work streams delivered in parallel: three quoting workflows and one data enrichment initiative. The subscription data backfill means every system built on top of that data — renewals, reporting, ChurnZero — starts from an accurate baseline.

Quote-to-PDF generation takes minutes. The old process — manual assembly, inconsistent formatting, email chains for approval — is over.

The foundation is built for what comes next: proration automation for complex multi-product deals, Slack notifications on approval triggers, and DocuSign integration for contract execution. The architecture supports all of it without rework.