CPQ-Insights: 2G

Harmonizing global sales with smart configuration 

In a dynamic energy sector shaped by digitalization, 2G Energy AG stands out as a leader in combined heat and power (CHP) solutions. Their transformation journey as presented by Heiko Barth illustrates how the introduction of CPQ software reshaped their global sales strategy. Based in Germany, 2G develops and produces highly efficient CHP systems for a range of applications. From Greenhouses to industrial facilities. With a growing international presence and increasing product complexity, 2G turned to CAS Merlin CPQ to unify and empower their global sales. But how can growing complexity be managed across global sales operations?

Why CPQ? A fragmented starting point

Before CPQ, 2G sales environment was characterized by inconsistency and fragmentation. Across subsidiaries and partners, tools varied from ERP instances and Excel spreadsheets to localized solutions, resulting in inefficient processes and scattered product knowledge. This environment limited scalability and increased the risk of miscommunication between sales and technical teams.

The need for a central, consistent knowledge base became increasingly apparent as the company expanded its reach. The absence of a standardized platform made global collaboration difficult and limited the company´s ability to respond quickly to customer needs. In response to these challenges, 2G set out to find a solution by asking: How can fragmented sales processes be turned into one coordinated global system?

The solution: CPQ as a unified platform

The decision to implement CPQ was guided by a clear vision: to create a central and intuitive platform that contains product logic and pricing while being robust enough to handle the technical complexity of CHP systems. CAS Merlin CPQ offered exactly that. It enabled consistent, error – free configuration across all sales regions.

How did 2G Energy approach CPQ implementation with CRM in mind? 

The implementation of CAS Merlin CPQ at 2G Energy was characterized by deliberate step-by-step execution. „We deliberately proceeded in small steps. We didn´t want to do everything too quickly at once “Barth explained. The CPQ project was tightly linked to 2G´s CRM system, creating an integrated process in which the technical sales team was fully involved.

What made 2G Energy's CPQ implementation both strategic and effective?

One of the guiding principles during the project was to maintain a clear strategic vision while working through manageable milestones. „Break it down into steps but always keep the big picture in mind.” Barth advised. One of the most important lessons learned was the need to shape the processes around the software and not the other way around. This philosophy helped to ensure that CAS Merlin CPQ became a true enabler of business goals, not just technical implementation.

How did CPQ become a driver of digital transformation at 2G Energy? 

Today CAS Merlin CPQ is a central element of the company´s digital transformation strategy. It connects departments, standardizes global workflows, and supports short-term efficiency and long-term scalability.

Looking ahead: CPQ as a foundation for future growth

The journey of 2G Energy shows how a well - executed CPQ strategy can make way for new levels of productivity and customer responsiveness even in technical environments.

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