Camunda is the leader in enterprise agentic automation, and it passed $100M ARR last year while doubling its sales team. A year into a Salesforce rollout its order forms had no oversight: pricing on them was wrong, a product discounted to nothing was written up as an inclusion rather than a discount, and the commercials lived in emailed Word documents with nothing captured in the CRM. Camunda's deal desk replaced that with DealHub AI, taking direct ownership of SKUs, approval logic and order form templates in DealHub CPQ rather than filing the work with a systems team. The same team now deploys a pricing or approval change in one business day, clears a multi-layer global approval in two, and reads true expansion uplift off one subscription record.
Down from at least a week, with approvers spread across global time zones.
Deal desk builds, tests and deploys the change itself, down from about a month.
Expansion uplift is calculated against what the customer already owns.
Camunda had been live on Salesforce for almost a year when it hired a deal desk lead to fix its order forms, and the role was scoped as one person. What that person found was not a process. Order forms moved between internal teams and customers as emailed Word documents, nobody could say which version was final, and the pricing on them was often wrong: a product discounted to nothing was written up as an inclusion rather than as a discount, so the revenue never showed. Legal absorbed the cleanup without owning the commercials, accounting queried booked deals the next morning to work out how a number had been reached, and nothing about the deal, the pricing or the SKUs reached Salesforce at all.
Our order forms go out as emailed Word documents and nobody knows which version is final. Where is the record when an auditor asks how we got to a number?
Sales is giving product away as an inclusion instead of showing a discount. How much revenue are we not seeing?
Approvals take at least a week across several leadership layers and deal desk chases every one by hand. At what point does that stop scaling?
| Before | After |
|---|---|
Pricing and discounts were settled in email and Slack, so accountability for a deal structure sat in documents and tribal knowledge rather than in a system. | Camunda's deal desk holds SKU-level pricing and approval policy in a guided playbook, and every quote carries full product detail and its own approval history. |
Approvals ran across Salesforce, email and Slack, so a leader decided without the prior context and deal desk chased each layer by hand. | Camunda's deal desk routes a deal through each required leadership layer before the CRO sees it, and stops monitoring approval times altogether. |
Moving a customer from one small use case to a platform license meant recalculating the true uplift by hand against old PDFs. | Camunda's sellers pull the existing subscription into the quote, and the incremental value lands in Salesforce without a manual adjustment. |
A new SKU, an approval rule or an order form template took about a month to align across teams before it shipped. | Camunda's deal desk builds, tests and deploys the change in-house in one business day, and its sales leaders know it can. |
Accounting retyped every product and price into NetSuite and queried booked deals the next morning to work out how a number was reached. | Camunda's accounting team reviews closed-won product and pricing detail that arrives in NetSuite already, by SKU, with reseller commissions attached. |
“Owning our CPQ solution on a deal desk team has really benefited us… we are literally able to create those kinds of changes in one business day… I don’t know of any other deal desk team that’s been able to do that.”
Courtney Jones
Global Deal Desk Manager
Camunda's deal desk got direct ownership of the CPQ, covering SKUs, approval logic and order form templates. Previously a single order form change crossed a go-to-market systems team, a Salesforce team and engineering, and took about a month to align. Now the team builds it, tests it and deploys to production in one business day.
Camunda's deal desk, which owns CPQ administration as a business function and holds a certified DealHub admin on the team.
Business-owned configuration. Deal desk sets SKUs, approval logic and order form templates directly, with internal checks and balances before a change reaches production.
Quoting went live one quarter after purchase, starting with renewal quotes, then net new logos, then expansions. Everything was implemented within the first six months.
Self-service seller adoption. New sellers build a first quote before their deal desk introduction, and deal desk is not involved at all on a standard net new deal.
Salesforce as the CRM and system of record, NetSuite as the ERP for closed-won product and pricing detail, Slack for approval alerts and comment history, and Ironclad with DocuSign for legal routing by API.
Deliberately hands-on. Deal desk administers the CPQ itself in exchange for controlling change management end to end, with no support from Camunda's systems team on a pricing or approval change.
DealHub is ISO 27001, ISO 27701, ISO 22301, and ISO 42001 certified, holds SOC 1 Type II and SOC 2 Type II attestations, and is GDPR and CCPA compliant, alongside additional security, privacy, and compliance frameworks.
Eliminate the
Friction between Quote-to-Revenue
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