A crucial ingredient to the success of the CPQ platform we built was working with someone who
understood exactly what was needed and would be welcomed by the people on the front lines,
in this case the Citrix salesforce. Without product vision and the leadership to champion a new
initiative, it would be extremely difficult to persuade senior level management to engage and
next to impossible to secure the enthusiasm of the salesforce.
Something else we learned is that although there is no shortage of off-the-shelf CPQ packages
from major vendors including Apptus, Salesforce, and Oracle, it can take considerably more time
and effort to align with a CPQ megavendor in comparison to building your own custom
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“The Blood & Treasure team has been exceptional to work with.
They were able to create a complex, enterprise-grade app within
a fraction of the time it would have taken us to build and deploy
internally. 100% responsive, creative, and professional.”
Director of Cloud Operations
Within 2 months of launch, most of Citrix’s sales force
had become active users and almost all cloud
transactions were being priced through the tool.
From the perspective of the intended audience - the
field salesforce - the CPQ tool has been met with
unparalleled enthusiasm since it simplifies the process
of quickly pricing the best deals and generating
professional quotes, which ultimately helps them to
close more business and earn more income.
The Citrix management team particularly values the simplified pricing process and insight into
worldwide salesforce usage and performance.
In 2017, the CPQ market
grew by 36% to $1,084
billion with almost all the
Gartner estimates that by 2022, more
B2B quotes and orders will be created
in CPQ applications than in ERP.
growth in cloud-based offerings.
AWS cloud removes
headaches for deployment,
scalability and security.
One mouse click deploys the CPQ to
worldwide users without any additional
Elastic scalability removes bandwidth
concerns while best in class security is
built into the platform.
Ethan proposed moving things forward by contracting with external developers to quickly build
a custom CPQ tool that would allow salespeople to easily calculate discount levels across product
lines, while also accessing professional proposal templates for customer presentations.
Combining a web interface for field salespeople with an admin panel for management to adjust
pricing and margin levels, the functionality would include:
will be accepted or rejected
sales value, and profit margins
The ability to tailor CPQ functionality to exact requirements and the assurance that the tool could be
built, tested and deployed in 3 months and within existing budget constraints were the reasons the
project received the green light from the Citrix management team.
The development process began with a deep dive into
understanding the optimal experience the salesforce
should have with the tool which involved creating a
detailed set of wireframes to reveal every step in the
As Director of Cloud Operations for Citrix, Ethan
understood the business best of all and led the
wireframing process, organizing complex pricing
information into a simple and easy-to-assimilate
format, essentially taking a huge Excel monster and
turning it into an elegant solution the worldwide
salesforce would enjoy using.
One key thing that helped a lot was condensing the product database containing 10,000 SKUs into
around 60 product pathways to make it easier for salespeople to price deals.
Detailed wireframes were completed and approved in 2 weeks, allowing the development team to
create the API and database schema as well as analyze all tasks in Jira within one month from
Development time ran for 8 weeks with 1 new build being released each week. After an intensive
period of beta testing, we began rolling out to the field salesforce right at the end of the 3 month
Citrix is a multinational software company that enables the secure and reliable delivery
of apps and data through digital workspace technology.
Ethan Garonzik, Director of Cloud Operations in Citrix, saw an opportunity to turn the current
Citrix deal evaluation model into a self-service tool for field salespeople, greatly reducing the
field’s dependence on internal resources for common pricing proposals and creating a single
source of truth for commercial rules.
Prior to Ethan’s hiring, the Citrix IT department had already borne considerable expense to
integrate a third-party CPQ application.
The existing CPQ was an “out-of-the-box”
enterprise solution which required significant
tweaking and customization, resulting in a confusing
user experience and ongoing development and
integration efforts to address lacking functionality.
In the intensely competitive marketplace for
enterprise cloud services, even a week's delay in
approving a deal can make the difference between
success and failure.
With the release of new pricing and deal structures
to support Citrix’s cloud transformation, the need
for a better tool to help clarify these new rules
Configure, price and quote (CPQ)
applications allow sales organizations
to automate and optimize the creation
of quotes and proposals for complex,
configurable products or services.
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© 2019 Blood & Treasure, LLC
Major corporations have their own internal IT departments, but getting
new ideas built and tested and into the hands of employees
in the field is often a slow-moving process.
Operating at this speed of development requires a very tight software development and testing
process. Even so, on one occasion we found a bug that had slipped through our QA process and
only got discovered after the build had been pushed to production. We had to scramble to roll back
to the previous version while we fixed it.
As it turned out, it was a data-related problem where the staging database had been updated but the
migration for those updates had not been recorded in the codebase so those migrations were not
carried over to production.
The outcome was that we created database migrations for individual database records which ensured
this issue never came up again.
Blood & Treasure, LLC
Blood & Treasure designs, builds and manages software applications on mobile and web.
Blood & Treasure, LLC
244 Fifth Avenue
New York, NY 10001
Tel: +1 646 479 2959
Blood & Treasure, Ltd
Ballsbridge, Dublin 4
Tel: +353 (0)74 915 1290