The Definitive Guide to CPQ in 2026.
35 vendors. 18 MGI 360 Rated™. 100% independent analysis. Built for the leaders who sign off on CPQ decisions – and the ones who live with the consequences.
Trusted by sales, finance, and IT leaders worldwide.
Configure Price Quote (CPQ) sits at the intersection of sales velocity, margin discipline, and operational control. When CPQ works correctly, it accelerates sales cycles, enforces pricing discipline, and complex deals close faster with confidence and higher customer satisfaction. When it fails, the damage compounds through stalled deals, eroded margins, rework across finance and operations, and costly re-implementations.
In 2026, CPQ is no longer a simple sales tool. It is a foundational system within the revenue architecture. And yet, 30-35% of CPQ implementations still fail, not because CPQ isn’t necessary, but because buyers select solutions based on demos and marketing hype instead of requirements, use cases, and long-term fit.
This Buyer’s Guide is designed to help organizations avoid that mistake.
A Market Defined by Fragmentation, Not Leaders
The CPQ market is not converging. It is hyper-fragmenting.
MGI Research finds no single vendor that clearly leads across configuration, pricing, and quoting. Strength in go-to-market does not correlate with solution depth. Manufacturing-grade configurators outperform SaaS-focused tools on complexity, while agile quoting platforms trade power for speed. AI is everywhere in marketing but rarely delivers measurable ROI in production environments today.
The result is a market where:
- Vendor specialization is accelerating: Manufacturing-grade configurators outperform SaaS-focused tools on complexity, while agile quoting platforms trade power for speed. The gap is widening, not closing.
- Cross-specialty competition between vendors is increasingly rare: Vendors are retreating into niches. True head-to-head competition across the full configure-price-quote spectrum is increasingly uncommon.
- “Best overall” requires context: There is no universal leader. The right CPQ depends entirely on your product complexity, sales motion, volume profile, and integration landscape.
- Gen AI claims amplify noise: Vendors struggling for differentiation and attention are leaning on Gen AI and in the process amplify industry noise and increase buyer confusion.
- Selection risk has never been higher: It has become alarmingly easy to choose the wrong CPQ platform – and painfully expensive to unwind that decision later. This guide exists to prevent that.
It has become alarmingly easy to choose the wrong CPQ platform and painfully expensive to unwind that decision later.
What This Buyer’s Guide Delivers
The 2026 edition of the MGI Research CPQ Top 35 Buyer’s Guide is the most comprehensive, independent analysis of the CPQ market available today.
The report includes:
- MGI 360 Ratings™ for 18 leading CPQ vendors
- 17 additional Honorable Mention suppliers shaping niche and emerging use cases
- Quantitative scoring across Product, Management, Channels, Strategy, and Finance
- Analyst Outlooks reflecting real-world execution risk
- Insights on today’s biggest needs, key functional requirements, the state of AI in CPQ, and where the market is heading
Rather than ranking vendors in isolation, this guide shows where each solution fits and where it breaks.
CPQ Vendors Under Coverage
This report covers the 35 most consequential vendors in the Configure, Price, Quote (CPQ) market.
18 vendors are MGI 360 Rated™ in this report, receiving quantitative scores, letter grades, and Analyst Outlooks based on MGI Research’s rigorous evaluation methodology: Bit2win, Configit, Conga, DealHub (acquired Subskribe), Epicor, Expedite Commerce, Experlogix, Nue, Oracle, PandaDoc, PROS, Revalize, Salesforce, SAP, ServiceNow (acquired Logik.io), servicePath, Tacton, and Workday
Click here to view individual MGI 360 Ratings™ for these eighteen companies through MGI Research’s interactive ratings interface.
17 additional noteworthy suppliers that do not yet merit a full 360 Rating™ and are included as Honorable Mentions. These vendors span a wide range of company sizes, vertical focuses, and CPQ strategies from lightweight, high-agility quoting tools to deep configurators to pricing-centric solutions: Cincom, Cloudsense, ElfSquad, Everstage, Hive CPQ, HubSpot, Infor, MonetizeNow, Oracle NetSuite, Pricefx, QuoteWerks, Salesbricks, Scopestack, Vendavo, Zilliant, and Zuora.
Vendors are selected for coverage based on market relevance, solution impact, customer demand, innovation, and alignment with evolving buyer use cases. Inclusion is not based on size, funding, or participation with MGI Research.
AI in CPQ: Signal vs. Noise
AI is now table stakes in CPQ, but trust is not.
Most vendors claim “AI-native” or “agentic” capabilities. Few can show a demonstrable ROI such as improved win rates, faster quote cycles, or margin uplift. Until AI consistently delivers measurable business impact, it will remain marketing noise rather than a competitive advantage.
This guide separates incremental AI utility from marketing inflation and highlights where AI meaningfully augments CPQ versus where it is merely layered on top of legacy workflows. MGI analysts provide commentary, expectations, and practical recommendations to help buyers evaluate AI claims, assess real-world impact, and make informed CPQ investment decisions.
MarketLens™ Charts & 360 Ratings™
The report includes four proprietary MGI MarketLens™ charts comparing top CPQ vendors by:
| Go-to-Market Strength vs. Solution Strength Where sales capability outpaces product, and where small platforms punch above their weight. | Agility vs. Complexity Support Speed-to-deploy versus depth of configuration, pricing, and quoting power. The unseen tradeoff. |
| Quote Volume Support vs. Agility Can the platform scale under high-velocity quoting without sacrificing ease of use? | Complexity Support vs. Quote Volume Deep configuration meets high throughput. The quadrant where enterprise requirements live. |
Built for Decision-Makers, Not Browsers
If your organization sells complex products, manages discount risk, or is navigating Revenue Cloud migration decisions – this report was written for you.
| BUYERS Sales, RevOps & Finance Leaders Evaluating or replacing CPQ? Understand where each vendor fits your complexity profile, sales motion, and integration landscape before committing. | VENDORS CPQ & Revenue Cloud Competitors See how you’re positioned against 34 other vendors. Identify competitive gaps, messaging blind spots, and where the market is moving without you. | INVESTORS PE, VC, & Strategic Acquirers Track CPQ market dynamics, Quote-to-Cash convergence, and which vendors show execution trajectory worth underwriting. |
Additional audiences include IT and enterprise architecture teams responsible for revenue systems, and CFOs/CROs building business cases for automation and margin control.
Stop Selecting CPQ Based on Demos and Marketing Hype
The 2026 MGI Research CPQ Top 35 Buyer’s Guide gives you the independent analysis, quantitative ratings, and competitive context to make a decision you won’t need to unwind.
MGI Research clients: download included with your subscription. See below.
Not a client? Download an Executive Summary or Speak to an Analyst.
Need Help Evaluating CPQ Vendors?
Organizations looking for additional support in crafting an evaluation strategy and conducting an independent assessment of potential CPQ suppliers can engage directly with MGI Research analysts. Contact our advisory team for a consultation.