Product Configurator vs Sales Configurator

Introduction: more than just semantics

“Configurator” is one of the most overused, yet least clearly defined terms in industrial B2B. For many manufacturers, it’s unclear what the difference is between a product configurator and a sales configurator. Are they the same? Do you need both? Or is this just vendor jargon?

The truth is: in sectors where complex products, modular systems or engineer-to-order flows are standard, you’ll likely benefit from both. You’re not choosing between them, you’re connecting them.

Still, it’s crucial to understand the distinction. Because when you know what each type of configurator is built for, you can make smarter decisions about how to structure your processes and maximise benefit from each solution.

In this article:

• What a product configurator is (and where it shines)
• What a sales configurator is (and what makes it different)
• Where the two overlap, and why they’re still different
• Key differences in purpose, users and outcomes
• When to use one, or both
• How we help you combine them in one platform

What is a Product Configurator?

A product configurator is a tool used to define and structure complex products, components or systems often in a modular or parameter-driven way. It ensures that what’s being sold or designed is technically valid and manufacturable.

Typical use case:

Let’s say you’re a manufacturer of custom greenhouses. Your greenhouses have dozens of variables: sizes, screens, control units, safety options, materials, etc. A product configurator lets your engineers or technical staff build valid configurations without starting from scratch each time. By capturing all product knowledge within a product configurator, your engineering teams save time and reduces unecessary reworks. At CPQ Belgium we believe that engineering should truly mean engineering – inventing. Not checking product configurations that should could have been known beforehand.

Key features:

• Rule-based logic to prevent invalid combinations
• BOM (bill of materials) generation
• Integration with CAD or PLM systems
• Mostly used by engineering, R&D or technical sales

Product configurators focus on technical accuracy and product structure. They help ensure that no matter how complex your offer is, you can assemble a correct and buildable version, every time.

Below an example of automated 3D-drawing generation in Solid Works (CAD). This client went from order processing  taking 2 weeks, to doing so in 10 minutes.

What is a Sales Configurator?

A sales configurator is built for commercial teams. It’s used to guide salespeople (or customers) through the process of selecting, quoting and pricing a solution, without needing technical knowledge.

Typical use case:

Imagine you’re a manufacturer of custom greenhouses. Your dealers or inside sales reps need to quickly create quotes based on customer preferences. A sales configurator simplifies the process with guided selling, visual steps, and pricing logic, without needing input from engineering. Sales configurators shorten the entire sales cycle by eliminting, previsously necessary, touchpoints and taks, and they ensure overall sales accuracy.

Key features:

• Guided selling and visual selection steps
• Real-time pricing and margin control
• Document generation (quote PDFs, spec sheets)
• CRM/ERP integration
• Mostly used by sales, dealers or even customers directly

Sales configurators focus on speed, accuracy and independence for commercial teams. They reduce internal dependencies and allow faster, error-free quoting.

Below an example of a quote generation by our own proposal configurator. We use it both internally to automate pricing and solution configuration, and soon on our website under pricing.

Where they overlap and why they’re still different

At first glance, sales and product configurators may seem like two sides of the same coin — and in some ways, they are. Both rely on structured logic, product data and business rules to ensure accurate outcomes. In fact, they often use the same core information: allowable combinations, pricing logic, and available components.

This is where they overlap:

• Both guide the user through choices based on predefined logic
• Both aim to reduce errors and increase efficiency
• Both benefit from integration with systems like ERP, CRM, or CAD

But the difference lies in intent and audience:

• A product configurator is built for internal accuracy and manufacturing feasibility
• A sales configurator is built for external clarity and commercial usability

In short: product configurators ensure it can be built. Sales configurators ensure it can be sold.

When disconnected, these two tools often result in rework, double entry, and internal friction. When combined, they create one seamless flow from quote to order to production, which is exactly what CPQ Belgium helps deliver.

Key Differences: Product Configurator vs Sales Configurator

In the table below, you can find an overview on the key differences between a product configurator and a sales configurator.

In many cases, both configurators exist in the same company, but in disconnected tools. That’s where issues arise: disconnected data, duplicated effort, and inconsistent outputs.

When to use which, or both?

Some companies only need one. Others need both, tightly integrated. Here’s how to know:

Use a product configurator if:

• Your products are highly technical or engineer-to-order
• You need accurate BOMs and CAD outputs
• Your goal is to streamline internal product design

Use a sales configurator if:

• Your sales process is slow or error-prone
• Non-technical staff need to generate quotes independently
• You want to empower resellers or dealers with self-service tools

Use both if:

• You sell complex products and want to simplify quoting
• You need one smooth flow from quote to production
• You want to align your entire organisation around one configuration logic

How CPQ Belgium solves both in one platform

At CPQ Belgium, we implement Merkato CPQ: a no-code platform built to handle both technical configuration and commercial quoting in one environment.

While a product and sales configurator have different use cases, their overlapping isn’t all too shy. We believe in connecting all departements, engineering to sales to production, in one unifying tool.

Our clients often face overlapping challenges: technical complexity and commercial friction. Merkato bridges that gap.

Why we do it this way:

• You can build deep product logic and guided selling flows in one tool
• You configure visuals, pricing, and documentation from the same ruleset
• Connect to your ERP, CRM, CAD and PLM, without custom development
• Let engineering and sales use the same source of truth

Whether you’re quoting modular units, piping systems, machinery, or customised technical installations, Merkato gives you one unified way to configure, price and quote.

Conclusion: Alignment drives sales

Choosing between a product configurator and a sales configurator isn’t about features. it’s about aligning teams and processes.

When your technical and commercial flows are connected, quoting becomes faster, more accurate, and easier to scale. You reduce errors, shorten sales cycles, and let your team focus on value — not coordination.

👉 Want to see how a unified configurator can streamline your quoting and production?
Let’s talk.