Socure verifies digital identity for more than 2,700 customers, including seven of the eight largest US banks, and sells a modular platform on consumption pricing that its leadership keeps reshaping. Reps were pricing from a Salesforce tab and chasing approvals down email threads while the catalog quadrupled. DealHub CPQ replaced both with one playbook that holds the pricing drivers, the approval routing and the buyer-facing fee schedule. RevOps now rebuilds the commercial model itself, as often as the business changes it.
RevOps built and pushed every configuration change in 24 months, roughly one every two weeks.
Deal Desk routes approvals on margin rules instead of chasing an email distribution list.
Reps configure and send accurate quotes themselves, inside the guardrails the playbook enforces.
In under two years Socure went from 45 SKUs across six pricing tiers to more than 200 SKUs across twelve, with international variants on top. The pricing model was rebuilt three times over the same period, and the decisions came from the top, often mid-call. A price floor that existed only in the CEO's head had to reach the field within a day or two. Underneath that, quoting ran on a products and pricing tab in Salesforce and approvals ran on an email distribution list, and a single analyst held the whole configuration together.
Our catalog went from 45 SKUs to more than 200 in under two years. Why is our pricing model still held in a spreadsheet?
Our CEO is in every large deal and wants a new price in the field within two days. Who can make that change by Friday?
Our deal desk lost a week to an email nobody answered. Why is there still no single place where a deal's approvals live?
We have one admin holding the whole configuration. What happens to quoting the week he is out?
| Before | After |
|---|---|
Reps worked a products and pricing tab in Salesforce, with no way to turn a customer's use case into a priced structure. | Reps open a Guided Playbook at stage two and build a vertical bundle priced on what the buyer commits to upfront. |
Approvals ran through an email distribution thread, and nobody knew who had to weigh in or whether they had. | Deal Desk sees every pending quote in one queue, with the approver, the stage and the elapsed time on the record. |
Legal built the fee schedule and the order form by hand after the deal was agreed. | DealHub CPQ produces the fee schedule from the approved quote, and legal pairs it with the order form in Ironclad. |
Quoting sat outside forecasting, so bookings, contracted ARR and product mix were reconciled after the deal was already booked. | Finance reads bookings, contracted ARR and the products sold at decision time, straight off the approved quote. |
Billing and accounting exceptions were collected one-off, late, and often after the commercials were set. | Accounting answers eight playbook questions inside the quote, so billing exceptions surface before approval. |
Every pricing or packaging change waited on whoever could edit the spreadsheet and the Salesforce tab. | RevOps edits products, pricing tiers and approval rules itself and releases to the field the same week. |
“The email was never replied to by anyone or was missing this information, and you’re just really waiting on an email thread, and there was not really a cohesive single place to actually manage the deals.”
Colin Gerber
VP, Revenue Operations & Strategy
Approvals lived in a distribution list, so a deal stalled on a message rather than on a decision.
Evan Morgan, Director of Go-to-Market Strategy and Operations, owns the DealHub CPQ configuration and has run it single-handedly since the analyst reporting to him left. DealHub solution consultants join for the larger rebuilds.
RevOps owns the playbook and the approval logic. Escalation runs on deal margin from the sales manager up to the CRO, CFO and CEO, and legal and accounting approvals are triggered by flags the rep answers inside the quote.
Socure signed in Q4 2021 and went live about a year later, after an internal reorganization on Socure's side rather than anything in the implementation. The team has quoted on DealHub CPQ for more than two years since.
Reps build a draft quote at stage two, while the deal is still in diligence, and every quote runs through the full approval queue before the opportunity can move to contracts.
Salesforce (CRM, bi-directional sync for pipeline fields and approved line items), Ironclad (contract lifecycle management, receives the fee schedule), DocuSign (signature).
More than 75 configuration versions in 24 months, close to one every two weeks. RevOps builds and tests each version in sandbox, confirms the Salesforce writeback, then pushes to production, with no developer involved.
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.
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