Web Event Recap: How CPQ and Automation are Shaping the Modern Sales Process

On December 10, 2025, industry leaders Doug Wendt and Dustin Anglen hosted an insightful web event focused on how CPQ and automation are shaping the modern sales process. The session addressed the growing need for sales organizations to move faster, reduce complexity, and align more closely with finance and operations.

For those who were unable to attend the live event, a full video recording is available below for on-demand viewing.

During the webinar, the speakers explored how CPQ, automation, and financial intelligence can be embedded directly into HubSpot, transforming it from a traditional CRM into a centralized platform for actionable insights, operational alignment, and scalable growth. By integrating pricing, unit economics, and automated workflows into sales execution, teams can improve accuracy, protect margins, and make data-driven decisions in real time.

Key Takeaways

1. CPQ Is No Longer Optional for Modern Sales Teams

As pricing models grow more complex, CPQ has become essential for ensuring accuracy, consistency, and speed. By standardizing product configurations and pricing logic, CPQ reduces errors, shortens sales cycles, and protects margins—especially in high-growth or multi-product organizations.

2. Automation Turns the CRM into an Execution Engine

Automation moves sales teams beyond manual workflows and reactive decision-making. When embedded directly into HubSpot, automated approvals, alerts, and workflows allow teams to act on insights in real time, improving efficiency and scalability without adding headcount.

3. Financial Intelligence Must Live Inside the Sales Process

Financial data is most valuable when it’s accessible at the point of decision. Integrating metrics like CAC, LTV, churn, and unit economics directly into sales workflows ensures that deals align with profitability goals—not just revenue targets.

4. Unit Economics Create Alignment Across Teams

Metrics such as CAC relative to lifetime gross profit provide a shared framework for sales, finance, and leadership. This alignment ensures growth initiatives are sustainable and that sales efforts contribute meaningfully to long-term business value.

5. HubSpot Can Serve as a Unified Revenue Platform

With CPQ, automation, and financial data embedded, HubSpot evolves from a traditional CRM into a centralized revenue platform. Sales, finance, and operations teams can collaborate using a single source of truth, enabling faster decisions and stronger execution.

6. Scalable Growth Requires Systems, Not Spreadsheets

The most successful organizations replace manual tools and disconnected systems with integrated platforms. CPQ and automation provide the foundation for predictable, scalable growth by reducing friction, increasing visibility, and enabling consistent execution across the sales lifecycle.

Attendees gained practical insights into how modern sales teams use CPQ and automation to streamline quoting, eliminate manual processes, and create a unified revenue engine across sales, finance, and operations.

For those who were unable to attend the live event, a full video recording is available below to watch on demand.