Conga CPQ vs Apttus: why this is not a choice, and what did change
Between these two names there is no decision to make: Apttus CPQ is Conga Advantage CPQ, one product with two names. Apttus acquired Conga in May 2020 and the combined company kept the Conga name. The Salesforce packages still use the Apttus_Config2 namespace. What changed is the owner, the roadmap, and where pricing computation can run. Nothing was “lost” by picking Conga instead of Apttus, because there was never a separate product to pick. Since February 2026 Conga also sells a second, separate CPQ, Smart CPQ (formerly PROS), so confirm which one a proposal covers.
The short answer
- Is Conga cheaper than Apttus?Same product, same owner, same price; no price list on conga.com (a priced offer on AWS Marketplace).
- What did you lose?Nothing in the package; the roadmap and support are Conga’s.
- Which should you buy?Apttus and Advantage CPQ are one product; Smart CPQ (formerly PROS) is separate. The decision is Conga vs a native or external CPQ.
What people are really asking
Searches like “what do CROs pick, Conga or Apttus” and “what do I lose with Conga instead of Apttus” assume two competing products. The confusion is understandable: before 2020, Conga was a document-generation vendor (Conga Composer) and Apttus was a CPQ and CLM vendor, and they did compete at the edges. In May 2020 Thoma Bravo-backed Apttus paid about $715 million for a majority of Conga, and the go-forward company took the Conga brand (Thoma Bravo · Bloomberg).
So the CPQ you evaluate today is the Apttus CPQ codebase under the Conga name, listed on the AppExchange as “Conga Advantage CPQ (formerly Apttus CPQ)”. Since February 2026 Conga also sells a second, separate CPQ, Smart CPQ (formerly PROS), so confirm which one a proposal covers (conga.com).
What actually changed
Apttus_Config2, Apttus_Proposal) never changed.| Apttus era (to 2020) | Conga era (2020 to today) | Source | |
|---|---|---|---|
| Owner | Apttus, Thoma Bravo majority from October 2018. | Conga, Thoma Bravo majority. | Thoma Bravo |
| Product name | Apttus CPQ. | Conga Advantage CPQ. | AppExchange |
| Salesforce namespace | Apttus_Config2, Apttus_Proposal. | Unchanged. | Conga docs |
| Where pricing runs | In your org. | In your org, or on Conga’s compute platform via TurboPricing (separate license). | Conga docs |
| Platform strategy | Salesforce-only. | Salesforce packages plus a separate “CPQ for Advantage Platform.” | Conga docs |
| Adjacent products | Apttus CLM, X-Author. | Conga Composer, Conga Sign, Conga CLM, and, from the PROS B2B acquisition (February 2026), Smart CPQ and PROS pricing products. | Kugamon |
| Deprecations | — | Guided Selling objects deprecated from the February ’26 release. | Conga docs |
“Is Conga cheaper than Apttus?”
Neither name has a price list on conga.com. Conga quotes every deal (conga.com); its one priced CPQ offer is on AWS Marketplace, $5,400 per user for 36 months, on a listing marked “Deployed on AWS” (AWS Marketplace), not the Salesforce-package list price. If you hold an Apttus-era contract, your renewal is a Conga renewal; the vendor, the sales team, and the price list are the same. The only honest answer is: ask for the quote, then compare it to products that do publish pricing. Kugamon publishes $65, $95, and $125 per user per month on its AppExchange listing; Salesforce publishes $150 and $200 for Revenue Cloud.
“What do I lose with Conga instead of Apttus?”
Nothing, in the sense the question intends. You lose nothing by choosing Conga over Apttus because they are one product. What you may notice as an Apttus-era customer is different: the Conga Upgrade Program moves older orgs onto current package versions, some objects have been deprecated, and Conga’s larger investment goes to TurboEngines, the Advantage Platform, Dynamics 365 and AI. Conga still ships about three CPQ-for-Salesforce releases a year: four major releases from October 2025 to October 2026, mostly incremental, including an Agentforce Quote Agent with a Claude MCP connector and PROS price recommendations in the cart (release notes). Whether that is a loss depends on whether you wanted CPQ to stay inside Salesforce.
If you did, the relevant comparison is not Conga vs Apttus but Conga vs a Salesforce-native CPQ. See Conga CPQ alternatives and what Salesforce-native means.
Yes, since May 2020. Apttus acquired a majority of Conga for about $715 million and the combined company took the Conga name (press release). Thoma Bravo is the majority owner.
Neither: Apttus CPQ and Conga Advantage CPQ are one product with two names. Since February 2026 Conga also sells a second, separate CPQ, Smart CPQ (formerly PROS), so confirm which one a proposal covers (conga.com). The decision a revenue leader actually faces is Conga’s CPQs versus other CPQs — Salesforce Revenue Cloud Advanced, Kugamon, DealHub, or Nue. See the alternatives.
They are the same product with the same pricing. Conga publishes no price list on conga.com and quotes each deal; its one priced CPQ offer is on AWS Marketplace ($5,400 per user for 36 months, AWS Marketplace), not the Salesforce-package list price. Compare the quote you receive against products with published prices: Kugamon ($65–$125 per user per month, AppExchange) and Salesforce Revenue Cloud ($150–$200, Salesforce).
No. Managed-package namespaces cannot be renamed. Conga CPQ objects still use Apttus_Config2 and Apttus_Proposal, and the CPQ web service is still Apttus_Config2.CPQWebService (Conga docs). Full object list: Apttus CPQ data model.
What Salesforce admins say on AppExchange
Quoted verbatim from the Kugamon listing on AppExchange. Reviewer names and dates as published there. Read all 134, including the critical ones →
★★★★★Easy to understand, easy to implement
“This SFDC-native platform is lightweight but powerful, bringing the entire sales process onto one pane of glass. No more disconnected Opportunities and Quotes/Orders, no more fractured approval processes, just more control over everything. Implementation is a breeze.”
★★★★★Great Salesforce Native CPQ Tool
“Kugamon is an awesome tool that I found to be easy to understand and configure for our complex use case. Not to mention, they have a fantastic onboarding process that does a great job of covering every feature.”
★★★★★Clear & Intuitive
“The Kugamon team is incredibly responsive and handle support questions very quickly. It’s clear they genuinely value customer feedback and are always innovating.”
Published prices, your team size
The calculator uses Salesforce’s published Revenue Cloud Advanced price and Kugamon’s published AppExchange price. Competitor implementation figures are labeled estimates.