The Benefits of Better CPQ
Why invest in a modern CPQ system?
• Faster sales cycles: Automate configuration and quoting to respond instantly to customer requests
• Greater accuracy: Reduce errors and rework with guided selling and validation
• Increased win rates: Tailor offers to customer needs and price competitively
• Scalability: Serve both enterprise clients and the growing creator economy efficiently
• Commercial agility: Adapt quickly to new market opportunities and service models
• Enhanced customer experiences: Enable intuitive self-service, personalised offers and seamless fulfilment to build loyalty and trust
and supporting the next wave of content innovation. By automating the configuration and quoting process, providers can offer tailored solutions to creators at scale— without sacrificing speed or profitability.
For creators specifically, the ability to configure, price and order service digitally without friction or delay is transformative. CPQ makes this possible and empowers them to take control of their experience.
Modern CPQ systems are already delivering measurable results. For example, Orange Business streamlined its quote-to-cash process, enabling faster, more personalised service experiences across 65 countries. VicTrack, a major Australian telecom provider, reduced hundreds of offerings to just 26, improving process and deployment times by 30 % and unlocking new revenue opportunities. These examples show how the right CPQ solution can drive efficiency, scalability and commercial
Customer experience
“ In the 5G broadcast era, success depends on the balance between quality and agility. Modern CPQ gives service providers the commercial flexibility to innovate at speed, meet rising customer expectations and fuel a powerful next wave of growth. Most importantly, it enables a customer experience that’ s intuitive, personalised and effortless. It makes complexity invisible and puts control in the hands of broadcasters and creators.” agility in practice. Above all, though, they demonstrate how a focus on customer experience, prioritising speed, accuracy and self-service, translates directly into business growth.
Challenging the Status Quo: Why Legacy CPQ Falls Short Many service providers still rely on legacy CPQ systems or manual processes, believing that“ one-sizefits-all” solutions are good enough. In reality, these approaches can’ t keep pace with the complexity and speed required in today’ s telecom and broadcast markets. Modern CPQ platforms are purpose-built to handle the intricacies of network slicing, multi-market operations and the demands of the creator economy. Those who cling to outdated systems risk falling behind as their competitors embrace agility and innovation.
Legacy systems also limit the customer experience, forcing broadcasters and creators to navigate slow, error-prone processes and wait weeks for quotes that should be instant. In a market where experience is everything, this is no longer acceptable.
Looking ahead, the future of CPQ in telecom and broadcast will be shaped by AI, automation and open digital architectures. AIpowered CPQ solutions are already enabling smarter product recommendations, dynamic pricing and faster quote-to-cash processes. As the industry evolves, service providers that invest in these capabilities will be best positioned to capture new opportunities and deliver differentiated experiences.
AI-driven CPQ will make telecom ordering as effortless and intuitive as an online retail experience, giving customers the power to configure and launch new services with a few clicks or even a voice command.
Shaping the Future of Broadcast Through Quality and Agility The broadcast and telecom ecosystem is changing fast. Quality is the new battleground, and commercial agility is the key to unlocking growth. CPQ is at the heart of this transformation, enabling service providers to respond to market needs, personalise offerings and drive long-term customer trust.
Ultimately, the providers who put customer experience at the heart of every decision will shape the future of broadcast. Those who harness the power of CPQ will be the ones leading the charge. By making every interaction seamless, intuitive and personalised, they’ ll not only win business
but earn lasting trust and loyalty. In a market defined by rapid change and rising expectations, success will belong to those who turn complexity into opportunity and deliver the experiences customers truly value.
Ian Watterson, SVP, Go-To-Market
Ian Watterson is Senior Vice President, Go-to-Market at CSG, responsible for global growth strategy and new business development in Global Telco. With his 20 + years of experience in the technology and telecommunications industry, Ian has the expertise communications service providers need to solve their toughest business challenges. His diverse background across operational management, corporate strategy, finance and marketing has solidified him as a trusted leader in the industry.
Before CSG, Ian held senior executive roles on boards of US and European technology businesses, including Intec Telecom and Protek Telecommunications. He holds a bachelor’ s degree in economics and finance from Bangor University.
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