Conga has completed its acquisition of the business-to-business software unit of PROS Holdings Inc., combining pricing optimization technology with tools widely used by manufacturers and wholesale distributors to generate quotes and manage contracts.
The deal brings together Conga’s configure-price-quote (CPQ), contract lifecycle management (CLM), and document automation software with PROS’s pricing and revenue optimization applications. Financial terms were not disclosed.
For distributors, the transaction targets long-standing systems disconnect between how prices are determined and how quotes and contracts are executed.
In many distribution organizations, pricing teams rely on one system to analyze margins and set guidance, while sales teams build quotes in another environment and contracts are finalized in a third. That separation often results in manual data entry, inconsistent pricing execution, and limited visibility into whether negotiated terms align with current pricing strategy.
By integrating PROS’s pricing engine into Conga’s quoting and contracting platform, the combined company is positioning its software as a more unified workflow that connects price setting directly to quote creation and contract generation.
Dave Osborne, Conga’s chief executive, said in a statement that the goal is to connect pricing, quoting, and contracting so teams “work from shared insights and recommendations” and shorten the path from decision to execution.
The PROS travel business is not part of the transaction and remains a separate entity.
Why It Matters for Wholesale Distribution
Distributors in industrial, HVAC, electrical, MRO and building materials sectors increasingly manage customer-specific pricing across large product catalogs while also expanding ecommerce and self-service ordering. At the same time, supplier price changes, tariffs, and rebate programs create constant pressure on margins.
In that environment, pricing strategy, quoting accuracy and contract terms must stay tightly aligned.
When pricing guidance sits outside the quoting system, sales representatives may override recommended prices or rely on outdated logic. Contracts can then formalize terms that do not reflect current cost conditions or margin targets.
Embedding pricing intelligence directly into the quoting and contract process is intended to reduce that friction and give pricing, sales, and legal teams a shared view of revenue data.
The acquisition reflects a wider shift in enterprise software used by distributors and manufacturers. Rather than treating pricing, CPQ, CLM and ecommerce as separate categories, vendors are increasingly attempting to unify them into end-to-end commercial platforms.
As distributors modernize ERP and ecommerce systems, many find that pricing logic, quoting tools and contract management reside in disconnected legacy applications that do not share data models. That fragmentation makes it difficult to apply analytics and automation consistently across the sales process.
Conga said its platform serves more than 10,000 customers and is used to generate tens of millions of quotes and millions of contracts annually. PROS has been known for pricing and revenue management tools used in high-SKU, complex B2B environments.
By combining the two, Conga expands upstream into pricing intelligence while bringing those pricing decisions directly into day-to-day quoting and contracting used by sales teams.
Conga said integration of the two platforms will be a near-term focus, with more details expected at its Conga Connect customer event in March.
For existing customers, the company emphasized continuity of support during the transition. Over time, customers can expect closer alignment between pricing recommendations, quote creation, and contract execution within a single workflow.
For distributors evaluating commercial software, the combined offering may present an alternative to maintaining separate vendors for pricing, CPQ and contract management — categories that are increasingly interdependent as B2B commerce becomes more digital and data-driven.
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