Quoting is one of the most critical parts of the sales process, but for many companies, it’s also one of the most painful. Pricing errors, forgotten follow-ups, and clunky onboarding steps can create friction that slows down deals and frustrates prospects.
HubSpot’s CPQ (Configure, Price, Quote) functionality helps solve these challenges. With the right setup, you can streamline proposals, automate follow-up workflows, and create a consistent onboarding experience that scales with your business.
In this guide, we’ll break down how to set up CPQ inside HubSpot and how to use it to accelerate your sales cycle.
Configure Your Products
Before you start sending quotes, you’ll need to upload or create your product library inside HubSpot. Products can be:
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Physical goods
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Services
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One-time charges
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Recurring charges
Each product record should include:
You can create products manually or import them in bulk from Excel/Google Sheets. Organizing products into views makes it easier to manage pricing, discounts, and updates over time.
Build and Customize Quote Templates
HubSpot provides default templates (Basic, Modern, Original), but you can customize them using the no-code builder or a developer. Custom templates allow you to:
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Add branding, colors, and design
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Create proposal-style layouts for larger deals
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Automatically pull in company, contact, and sender details
Once templates are ready, quotes can be quickly attached to deals and sent with e-signature or payment options.
Send Quotes with Confidence
When creating a quote from a deal record, HubSpot automatically pulls in associated company and contact data. From there, you can:
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Add products from your library
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Adjust quantities
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Apply line-item or overall discounts
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Set up e-signature and payment options
HubSpot also makes it easy to track the status of every quote for both sales reps and managers.
Automate Workflows Around Quotes
The real power of HubSpot CPQ comes from automation. Two common workflows to set up:
1. Follow-Up on Pending Quotes
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Trigger when a deal is in “Proposal Sent” and the quote is pending approval
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Wait 4+ days, then check status
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Send a reminder email or create a task for the sales rep
This ensures prospects don’t fall through the cracks.
2. Automate Actions After Approval
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Trigger when a quote is signed via e-signature
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Update deal stage to “Closed Won”
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Send an internal notification to the team
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Email the client a confirmation and next steps (onboarding form, kickoff call, etc.)
These automations create consistency and save time across the sales-to-service handoff.
Why HubSpot CPQ Matters
Implementing HubSpot CPQ helps businesses:
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Eliminate manual errors in proposals
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Keep deals moving forward with automated follow-ups
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Improve visibility into quoting activity
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Create a seamless customer experience from proposal to onboarding
When done right, CPQ is more than a quoting tool; it’s a revenue operations engine.
Pro Tip from CJ
Don’t just stop at sending quotes; map out the entire post-quote experience. Automating follow-ups and onboarding steps in HubSpot ensures that every client has the same smooth journey, and your team can spend less time chasing deals and more time closing them.
Use Cases for HubSpot CPQ
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Professional Services: Automate proposals for recurring services like accounting, HR, or consulting.
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SaaS Companies: Standardize recurring license fees and onboarding workflows.
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Agencies: Build proposal templates that include multiple service bundles with flexible discounts.
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Payroll & HR Firms: Quickly configure complex pricing models with per-employee fees and compliance add-ons.
HubSpot’s CPQ features transform quoting from a manual, error-prone process into a scalable sales system. By configuring your products, building templates, and layering in automation, you’ll speed up deal cycles and create a consistent client experience.
Ready to take your sales process to the next level? Start with CPQ in HubSpot, and watch your proposals turn into closed deals faster than ever.
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