Conga CPQ (formerly Apttus), explained: what it is, who owns it, what it publishes
Conga Advantage CPQ is the product formerly sold as Apttus CPQ. Thoma Bravo took a majority of Apttus in 2018; Apttus acquired Conga in 2020 and the company took the Conga name. On Salesforce it ships as eight required managed packages (ten with the CLM integrations) in the Apttus_Config2 and Apttus_Proposal namespaces, uses the standard Product object but prices from its own Price List objects, and can run pricing on Conga’s compute platform through TurboEngines. Conga publishes no price list on conga.com; its one priced CPQ offer is on AWS Marketplace. In February 2026 it completed the acquisition of PROS’s B2B business, and it now sells two CPQs: Advantage CPQ (formerly Apttus; Salesforce managed packages, also hosted on the Conga Advantage Platform) and Smart CPQ (formerly PROS; CRM-agnostic, aimed at manufacturers and distributors).
Ownership
Conga in 2026, in brief
| Conga in 2026 | Source | |
|---|---|---|
| Company | Formed when Apttus acquired Conga in 2020 and took the Conga name. | Thoma Bravo |
| Owner | Thoma Bravo, majority owner since its 2018 investment in Apttus. | Thoma Bravo |
| Headquarters | Houston, Texas, per Conga; a Boston office opened in July 2026. | Conga |
| Chief executive | Dave Osborne, since April 2025. | Conga |
| Customers (Conga’s figures) | More than 10,000 customers and 6.4 million users, across all its products. | Conga |
| CPQ products | Two: Advantage CPQ (formerly Apttus CPQ) and Smart CPQ (formerly PROS). | Conga |
| On the AppExchange | Listed since September 2006, as Conga Advantage CPQ; its page title still says “formerly Apttus CPQ”. | AppExchange |
| Analyst placements (as Conga reports them) | Gartner CPQ Magic Quadrant, January 2026: PROS (now Smart CPQ) a Leader, Conga’s own CPQ a Challenger. Forrester Wave for CPQ, Q1 2025: a Leader. Gartner Magic Quadrant for B2B Pricing and Rebate Optimization, 2026: a Leader. | Conga · Conga · Conga |
What Conga sells
CPQ is the entry point to a wider suite. Most of the products below are sold and priced separately, which matters when you compare a Conga quote with a single-package CPQ.
| Product | What it does | How it is sold | Source |
|---|---|---|---|
| Advantage CPQ (formerly Apttus CPQ) | Configuration (bundles, constraint rules, attributes), pricing (price lists, matrices, ramps, tiers, promotions, contract pricing), proposals, approvals, and asset-based renewals and amendments. Salesforce managed packages, or hosted on the Advantage Platform. | Quoted. One priced offer on AWS Marketplace, on a listing marked “Deployed on AWS”: $5,400 per user for 36 months. | Conga docs · AWS |
| Smart CPQ (formerly PROS) | A CPQ that works with any CRM, with a constraint-based configurator for manufacturers and distributors; connects to Salesforce, Dynamics 365 and SAP. | Quoted; no public price. | Conga |
| TurboEngines (TurboPricing, TurboConfig) | Configure and price large carts on Conga’s Flexible Compute Platform, with master data synced from Salesforce on a schedule, on demand or by Change Data Capture. | Licensing not published; ask. | Conga docs |
| Advantage Platform | Conga’s revenue platform for any CRM, generally available since October 2024. Quotes and catalog live on Conga’s platform and sync back to Salesforce or Dynamics. | Quoted. | Conga · Conga |
| Conga Billing | Billing schedules, usage rating, invoices, credit memos, payments, accounts receivable and dunning on Salesforce. | Separate product. | Conga docs |
| Price Optimization & Management (from PROS) | AI price recommendations, shown in the CPQ cart through an integration package; enhanced in the October ’26 release. | Separate product; integrations available to all CPQ customers since July 2026. | Conga · Conga docs |
| Conga CLM | Contract authoring, redlining, clause library and obligations. | Separate product. | Conga |
| Conga Composer | Document generation from Salesforce data. | Separate; the AppExchange connector starts at $6 per user per month. | AppExchange |
| Conga Sign | Conga’s own e-signature. | Separate product. | Conga |
| Conga Approvals | Multi-level approvals. | Separate AppExchange listing, starting at $25 per user per month. | AppExchange |
| AiMe | Conga’s AI layer, announced in March 2026: agents for sales, legal, finance and operations. | Not priced on conga.com. | Conga · Conga |
What it is on Salesforce
Conga’s install guide lists ten packages for a standalone CPQ, installed in a fixed order: Base Library, Contract Lifecycle Management, Quote Management, Configuration & Pricing, Quote Configuration Integration, CPQ Api, two CLM integrations, Quote Asset Integration, and CPQ Setup (CPQ Packages). The Configuration & Pricing package uses the Apttus_Config2 namespace; quotes use Apttus_Proposal (API reference). It uses the standard Product object, but pricing comes from Conga Price List and Price List Item objects rather than standard Price Books (package objects).
Leadership and direction, 2025–2026
Conga’s leadership has turned over since April 2025. Its press releases announce ten C-suite appointments between April 2025 and October 2026: a chief executive (Dave Osborne, April 2025), a chief product officer (May 2025), a chief marketing officer (July 2025), a president and chief operating officer (September 2025), a chief financial officer and a chief revenue officer (November 2025), a chief technology officer and a chief people officer (February 2026), a second chief financial officer appointment (Ian Wathen, August 2026) and a second chief product officer appointment (Darrell Grissen, October 2026) (CEO · CPO · CMO · COO · CFO and CRO · CTO and CPeO · CFO · CPO).
The direction in Conga’s own announcements points beyond a Salesforce-only CPQ: the Advantage Platform, which runs outside Salesforce (Conga); Advantage CPQ and CLM on Microsoft Dynamics 365, in early access since March 2026, and AI agents under the AiMe name (Conga); and PROS price optimization in the CPQ cart (Conga). Smart CPQ stays a separate product (Conga). If you run Advantage CPQ on Salesforce, ask which of these your contract commits to.
Releases and AI, 2025–2026
Conga’s release index lists four CPQ-for-Salesforce releases from October 2025 to October 2026. Most of the work is incremental; the larger changes are AI agents and the off-platform engines.
| Release | What shipped (selected) | Source |
|---|---|---|
| October ’25 | Ramp pricing fixes, object-level admin permissions, promotions for bundle options, coupon extensions. | Conga docs |
| February ’26 | Bulk cart import from Excel or CSV; the admin price-matrix limit raised to 1,000 entries. | Conga docs |
| June ’26 | A Conga Sales Agent on Agentforce in early access, for sandbox use only; mandatory CPQ security enhancements; OAuth authentication for Conga’s Merge Service and Smart Search, under which session IDs passed by custom code are ignored. | Conga docs |
| October ’26 | The Quote Agent rebuilt on Agentforce, with a Claude MCP connector; enhancements to the price optimization integration in the cart; more resilient Change Data Capture sync with Conga’s services. | Conga docs |
What it publishes, and does not
| Item | Status | Source |
|---|---|---|
| Package structure and objects | Published | conga docs |
| TurboEngines licensing | Not published | conga docs |
| Guided Selling deprecation (Feb ’26 release) | Published | conga docs |
| List price per user | Not on conga.com a priced offer on AWS Marketplace: $5,400 per user for 36 months, on a listing marked “Deployed on AWS” | conga.com aws marketplace |
| Implementation timeline | Published 3–6 months typical, per Conga | conga.com |
| Implementation cost | Not published | — |
Detail: Conga CPQ pricing and the object reference.
Where Conga is strong, and where it fits less well
Where Conga is strong. Pricing science from PROS, recognized in Gartner’s 2026 Magic Quadrant for B2B Pricing and Rebate Optimization (Conga); one vendor for CPQ, contracts, documents and signature; very large carts priced on its own compute platform (Conga docs); and reach beyond Salesforce, to Dynamics 365 and SAP (Conga). Large enterprises such as IBM and ExxonMobil appear among its published customer stories (IBM · ExxonMobil).
Where it fits less well. Teams that want quotes and prices on standard Salesforce objects: Advantage CPQ prices from its own Price List objects and keeps quotes in its own Proposal objects (Conga docs). Teams without a developer or partner: complex pricing and validation logic lives in Apex callbacks. Teams that want a published price and a short project: Conga publishes no price list on conga.com, and its own guidance is 3–6 months for a typical implementation (Conga). And teams that want revenue recognition from the same vendor: Conga Billing’s documentation lists none, and the most recent release notes for Conga’s separate Revenue Recognition product date from 2020 (Conga docs · release notes).
Your options if you run it
Stay, move within Conga (Advantage Platform, TurboEngines), or move to a Salesforce-native CPQ. The alternatives guide compares them; the migration playbook covers the 6–10 week move to Kugamon.
Yes. Apttus acquired Conga in May 2020 and the combined company took the Conga name (press release); the AppExchange listing is Conga Advantage CPQ, with “formerly Apttus CPQ” in its page title, and the packages keep the Apttus namespaces. Since February 2026 Conga also sells a second, separate CPQ, Smart CPQ (formerly PROS), so confirm which one a proposal covers (conga.com).
Advantage CPQ is the former Apttus CPQ: Salesforce managed packages, also hosted on Conga’s own Advantage Platform. Smart CPQ is the former PROS Smart CPQ, which Conga acquired with PROS’s B2B business in February 2026 (Conga); it works with any CRM and is aimed at manufacturers and distributors. Conga keeps them as separate products (conga.com).
Thoma Bravo has been the majority owner since its 2018 Apttus investment (press release); Apttus acquired Conga in 2020 (press release).
Dave Osborne has been chief executive since April 2025 (Conga). Conga calls Houston, Texas its headquarters and opened a Boston office in July 2026 (Conga). Its press releases announce ten C-suite appointments between April 2025 and October 2026 (press releases).
The packages and data do. Pricing and configuration computation can optionally run on Conga’s compute platform through TurboPricing and TurboConfig, whose licensing Conga does not publish (Conga docs).
Conga publishes no price list on conga.com (conga.com). Its AppExchange listing shows only a “starting at” per-user price for a default plan of undefined scope (AppExchange), and its one priced CPQ offer is on AWS Marketplace, $5,400 per user for 36 months (about $150 per user per month), on a listing marked “Deployed on AWS” (AWS Marketplace). That is one offer, not the Salesforce-package list price. Other third-party figures are not vendor-confirmed and are not repeated here. See Conga CPQ pricing.
What Salesforce admins say on AppExchange
Quoted verbatim from the Kugamon listing on AppExchange. Reviewer names and dates as published there. Read all 135, 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.