How LifeRaft Rebuilt Its Pricing Model and Raised Average Selling Price by 80%

A one-person RevOps team took over LifeRaft's CPQ, repriced twice and lifted new-business ASP by 80%.

80% higherAVERAGE SELLING PRICEMeasured after RevOps restructured packaging and rebuilt it in DealHub CPQ.

100% alignedSALES AND FINANCE DATAEvery closed deal carries its revenue calculations with no manual review.

5 fewerCALLS PER DEALReps no longer book a walkthrough to explain what a quote contains.

“The straw that broke the camel's back was when... our revenue reporting was a mess... So every single deal that we closed in Salesforce, I had to manually review, update all the revenue fields.”

Colin TannerRevenue Operations Manager

80% higherAVERAGE SELLING PRICEMeasured after RevOps restructured packaging and rebuilt it in DealHub CPQ.

100% alignedSALES AND FINANCE DATAEvery closed deal carries its revenue calculations with no manual review.

5 fewerCALLS PER DEALReps no longer book a walkthrough to explain what a quote contains.

Summary Challenge Before / After Customer Voice Operational Impact FAQ

Fast Scan

RevOps Ships Packaging Changes Without a Consultant

01
The Solo RevOps Owner
A revenue operations leader running CPQ alone for the first time, at a security intelligence company whose packaging changes faster than a Salesforce consultant can be scheduled, and who personally owns whether the quoting system works.
02
The Consultant Exit
LifeRaft moved pricing, packaging, quote design and renewal logic off Salesforce CPQ onto DealHub CPQ and DealRoom, so configuration changes run through RevOps inside Salesforce instead of through a certified consultant.
03
The Packaging Payoff
Average selling price on new business rose 80% after the packaging rebuild, sales and finance now read one revenue record, and reps stopped booking three to five calls per deal to explain what a quote contained.

Challenge

Every Closed Deal Needed Manual Repair

Every new contract and every renewal LifeRaft signed left its ARR fields out of sync in Salesforce, so the revenue operations lead opened each closed deal by hand and retyped the revenue values before anyone could report on them. Finance and sales were quoting different numbers off the same pipeline. Underneath that, the Salesforce CPQ configuration had been built by someone who had since left, quoting ran on a form carrying roughly five hundred fields, and renewals were cloned from last year's quote so midyear expansions dropped out of the renewal and went unbilled. The one person who owned all of it had never run a CPQ system before.

The questions LifeRaft's leadership was asking:

01
Our ARR fields are not syncing back to Salesforce, so somebody retypes them on every closed deal. How do we report revenue we have to correct by hand?
02
Finance is reporting one number and sales is reporting another off the same pipeline. Which one does the board see?
03
Every change to our pricing, or even to a logo on a quote PDF, needs a certified Salesforce consultant. What does it actually cost us to change a price?
04
We clone last year's quote to build a renewal, so midyear expansions fall out and we never bill for them. How much are we giving away each renewal season?

Transformation

Before and after DealHub AI

Before

Changing a price, or swapping a logo on a quote PDF, needed a certified Salesforce consultant nobody had in-house.
Reps scrolled a form of roughly five hundred fields and still submitted quotes with inputs missing.
Renewals were cloned from last year's quote, so midyear expansions dropped out and went unbilled.
Buyers booked three to five back-and-forth calls to work out what a quote contained.
LifeRaft ran a Salesforce CPQ configuration built by someone who had left, with quoting, renewals and revenue data pulling apart.

After

RevOps edits pricing, packaging and quote branding itself, and ships the change without raising a budget request.
Reps answer a guided sequence that populates the quote and flags a missing input before it reaches approval.
Finance reads every renewal quote built from the subscription record, with the year's expansions already in it.
Buyers compare the options side by side in DealRoom and choose one without booking a walkthrough.
RevOps owns one platform that holds packaging, quoting and the renewal motion together inside Salesforce.

Solution

Reps Answer Questions Instead of Fields

RevOps edits pricing, packaging and quote branding without a certified Salesforce consultant
A full repricing after a six-month trial shipped in about two weeks, not a new statement of work
Multiple offers sit side by side, so the buyer compares them at decision time

The Customer's Experience

LifeRaft rebuilt its CPQ after ARR fields stopped syncing back to Salesforce

“The straw that broke the camel’s back was when… our revenue reporting was a mess… So every single deal that we closed in Salesforce, I had to manually review, update all the revenue fields.”

Colin Tanner

Revenue Operations Manager

LifeRaft's finance team reads ARR straight off a closed deal, with no manual pass

“Finance was reporting one thing. Sales was reporting something else, and none of it was aligned… we’re going to be out of a job soon because we’re not going to have to manually review every single opportunity… I feel very confident when we close a deal in Salesforce.”

Colin Tanner

Revenue Operations Manager

01 / 03

Revenue reporting, not quoting, is what forced the decision. RevOps was reconciling ARR on every closed deal by hand before the evaluation started.

Risk Reduction

Operational impact and time to value

Ownership

Rollout owner

The revenue operations lead, implementing alone, with the DealHub AI onboarding team doing the build work alongside him. He had never managed a CPQ system before this one.

Governance model

RevOps owns the pricing structure, the packaging and the quote design, and takes configuration changes to the DealHub onboarding manager rather than to a certified Salesforce consultant.

Time to value

Time to first value

About six months to implement, and the length was driven by LifeRaft rebuilding its own pricing structure from scratch in parallel rather than by the implementation itself.

Adoption pattern

A short learning curve at launch from reps used to the old system, then universal preference. New reps quote unaided after one or two quotes, against about ten in Salesforce CPQ.

Systems and Lift

Connected system categories

Salesforce (CRM and single source of truth, reps never leave it to build a quote), Gong (integration available, not yet configured). DealHub Billing was evaluated and is not in use.

Internal lift

One person, no developer and no consultant. A full repricing after a six-month pricing trial was delivered in about two weeks, against a roughly $30,000 quote for a Salesforce CPQ consultant to do the same work.

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.

Why did LifeRaft replace Salesforce CPQ?

Revenue reporting, not quoting. ARR fields stopped syncing back to Salesforce on every new contract and every renewal, so RevOps reviewed and corrected each closed deal by hand, and finance and sales reported different numbers off the same pipeline. The team weighed overhauling the existing configuration against evaluating the market, and ran a full evaluation of CPQ vendors.

What did LifeRaft's team say about the cost of changing Salesforce CPQ?

That anything in Salesforce needs a consultant, and that consultant fees are expensive. After a six-month pricing trial produced enough feedback to change the model again, the RevOps lead estimates the same work would have meant roughly another $30,000 for a CPQ consultant. On DealHub CPQ it went through the onboarding manager and landed in about two weeks.

How many people run DealHub CPQ at LifeRaft?

One. The revenue operations lead implemented it alone, having never managed a CPQ system before, with the DealHub AI onboarding team doing the heavy build work alongside him. There is no developer in the loop and no certified consultant on retainer.

Does LifeRaft use DealHub AI for billing?

No. The billing portion was evaluated and is not in use, because LifeRaft's own billing processes need reworking first. The benefit on that side has been indirect: finance gets a clear quote and issues invoices faster than it could when quotes came out of Salesforce CPQ.

Why did average selling price rise 80%?

The RevOps team restructured the packages and rebuilt them in DealHub in a form the buyer can read. LifeRaft also puts multiple offers side by side on one quote in DealRoom, and buyers choose the more expensive option more often when they can compare them. The customer attributes the lift to the packaging change and the platform together, not to either alone.

LifeRaft Reprices Without Asking for Budget

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How LifeRaft Rebuilt Its Pricing Model and Raised Average Selling Price by 80%

RevOps Ships Packaging Changes Without a Consultant

The Solo RevOps Owner

The Consultant Exit

The Packaging Payoff

Every Closed Deal Needed Manual Repair

The questions LifeRaft's leadership was asking: