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Customers/CamundaIndustrySoftware Development

How Camunda's Deal Desk Ships Pricing and Approval Changes in One Day

Camunda's deal desk owns SKUs and approvals, ships changes in one day and clears global approvals in two.

60% fasterAPPROVAL TIMEDown from at least a week, with approvers spread across global time zones.
1 business dayCHANGE LEAD TIMEDeal desk builds, tests and deploys the change itself, down from about a month.
1 sourceSUBSCRIPTION DATAExpansion uplift is calculated against what the customer already owns.
Compare Your Setup
Jump to Customer Voice
Courtney JonesCourtney Jones
Canunda
“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 JonesGlobal Deal Desk Manager
60% fasterAPPROVAL TIMEDown from at least a week, with approvers spread across global time zones.
1 business dayCHANGE LEAD TIMEDeal desk builds, tests and deploys the change itself, down from about a month.
1 sourceSUBSCRIPTION DATAExpansion uplift is calculated against what the customer already owns.
SummaryChallengeBefore / AfterCustomer VoiceOperational ImpactFAQ
Fast Scan

Camunda Edits Its Own SKUs and Templates

  1. 01

    Deal Desk, Not Product

    A global deal desk manager at an enterprise agentic automation company past $100M ARR, running quoting for a sales team that doubled in a year on Salesforce, in a business where product organizations had always owned the CPQ.

  2. 02

    Policy in the Playbook

    Camunda's deal desk moved SKU-level pricing, discount limits and stacked approvals out of email, Slack and Word documents into DealHub CPQ, with quotes, approvals and closed-won product detail landing in Salesforce and then NetSuite.

  3. 03

    One Day, Not One Month

    Approvals clear in two business days with approvers across time zones, down from at least a week. Deal desk deploys a new SKU, approval rule or order form template in one business day, down from about a month across teams.

Challenge

Legal Cleaned Up What Sales Sent

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.

The questions Camunda's leadership was asking:

  1. 01

    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?

  2. 02

    Sales is giving product away as an inclusion instead of showing a discount. How much revenue are we not seeing?

  3. 03

    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?

Transformation

Before and after DealHub AI

Before

  • 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.

  • Approvals ran across Salesforce, email and Slack, so a leader decided without the prior context and deal desk chased each layer by hand.

  • Moving a customer from one small use case to a platform license meant recalculating the true uplift by hand against old PDFs.

  • A new SKU, an approval rule or an order form template took about a month to align across teams before it shipped.

  • Accounting retyped every product and price into NetSuite and queried booked deals the next morning to work out how a number was reached.

After

  • 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.

  • Camunda's deal desk routes a deal through each required leadership layer before the CRO sees it, and stops monitoring approval times altogether.

  • Camunda's sellers pull the existing subscription into the quote, and the incremental value lands in Salesforce without a manual adjustment.

  • Camunda's deal desk builds, tests and deploys the change in-house in one business day, and its sales leaders know it can.

  • Camunda's accounting team reviews closed-won product and pricing detail that arrives in NetSuite already, by SKU, with reseller commissions attached.

Solution

New Sellers Quote Before Anyone Trains Them

  • A new seller builds a first quote before deal desk ever introduces itself
  • Pricing options are restricted on purpose, so no rep improvises a deal structure
  • No AE generates an editable order form, only a PDF deal desk controls
  • Deal desk sets the approval layers itself, with no systems team in the path
  • Every approver comment travels up the chain, so the CRO reads the full history
  • Deal desk no longer monitors approval times or chases an approver by hand
  • A seller expands a customer off the existing subscription, not off an old PDF
  • Closed-won SKUs and pricing reach NetSuite for review instead of being retyped
  • Nobody recalculates expansion uplift by hand to find the incremental value
The Customer's Experience
Courtney Jones

Camunda's deal desk deploys a pricing or approval change in one business day.

“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 clears a multi-layer global approval in two business days, not a week.

“Before DealHub, our approvals took at least a week between everybody via email or Slack messages… average approval is two business days, and that’s with multiple approvers globally… My CRO gets to see comments and additional context all the way down the chain.”

Courtney Jones

Global Deal Desk Manager

Camunda's new sellers generate their first quote before deal desk ever meets them.

“Scalability and usability, especially for my new hires, is key as we continue to scale and grow… they tell me they’ve already been in DealHub. They’ve already generated a quote. They really don’t have any questions for me.”

Courtney Jones

Global Deal Desk Manager

Camunda's sellers expand a customer off the subscription and the uplift calculates itself.

“When we wanna make a change, we use DealHub’s subscription management… we pull in the product SKUs pricing that we’ve given previously to a customer, and then modify an expansion from there… The system kinda takes over the calculations.”

Courtney Jones

Global Deal Desk Manager

01 / 04

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 got stacked approvals it configures itself, routing a deal through each leadership layer before the CRO. Previously approvals ran through forwarded email and Slack, so leaders read commercials out of context and deal desk checked on every approver daily. Now an approval takes two business days with approvers across time zones.

Camunda's sellers got a guided quoting path they run with no help from anyone. Previously a new hire's first complex deal started with a deal desk introduction and a list of structuring questions. Now they arrive at that introduction having already generated a quote and having nothing to ask.

Camunda's deal desk got a subscription record its sellers expand directly from, reconciled against what the customer already owns. Previously moving an account from one small use case to a platform license meant recalculating the true uplift by hand against an old PDF. Now Salesforce carries the incremental value rather than an inflated total.

Risk Reduction
Operational impact and time to value

Ownership

Rollout owner

Camunda's deal desk, which owns CPQ administration as a business function and holds a certified DealHub admin on the team.

Governance model

Business-owned configuration. Deal desk sets SKUs, approval logic and order form templates directly, with internal checks and balances before a change reaches production.

Time to value

Time to first value

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.

Adoption pattern

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.

Systems and Lift

Connected system categories

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.

Internal lift

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.

FAQ

Frequently asked questions

Everything you need to know about moving your quote-to-revenue process onto DealHub AI. Can't find your answer? Talk to our team.

At Camunda the deal desk owns it. The team sets SKUs, approval logic and order form templates itself, tests them and deploys to production in one business day, rather than filing the work with a go-to-market systems or engineering team. Before that ownership, the same change took about a month to align across teams.
At Camunda, yes. Approval routing and the approval layers are configured in DealHub CPQ by the deal desk, and Camunda reports no Salesforce integration is used for approvals at all. Salesforce stays the system of record for the quote, the subscription and the closed-won product detail.
Camunda took a phased approach by quote type, starting with renewal quotes, then net new logos, then expansions, and had all quoting functionality live and its teams enabled within one quarter. Everything else, including subscription management, DealRoom and order form generation, was implemented within the first six months.
Camunda's sellers pull the customer's existing subscription into the expansion quote, so the incremental value rather than the full contract value reaches the CRM opportunity. Before that, a seller forecasting a platform license would set the deal at its full value and deal desk would correct the forecast by hand.
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