Conga Acquires PROS as Part of Rebrand and Expanded Commerce Coverage

What’s happening

At Conga Connect 2026 in Orlando early this March, Conga CPQ officially unveiled a new brand and mission. The move comes as part of a larger transformation in the business, including Conga’s acquisition of competitor PROS, substantial turnover in leadership, and an updated strategy that reassesses product-market fit. The new mission – “Conga, where commerce lines up” – emphasizes the broad-range unification of an increasing number of product modules that sit in the space between ERP and CRM.

PROS, which caters to complex pricing situations and has a notable footprint in the airline, manufacturing, an energy industries, has been brought into the Conga product family in hopes of deepening and widening the company’s viable client base. PROS CPQ will remain a distinct product, separate from Conga CPQ, which serves a different type of client needing a more lightweight product with less intense functionality.

The Conga brand now includes four modules (Conga CPQ, PROS CPQ pricing engine, CLM, and Document Generation) that can be purchased independently (integrated with Salesforce and other partners) or bundled together and accessed through the Conga Advantage platform.

Conga also introduced AI layer AiMe, which consists of a set of new and planned future AI agents across the platform. These capabilities will be embedded into workflows in all modules, and the Conga team’s primary concern as they develop these capabilities is driving value and adoption. With this in mind, baseline AiMe access will be included in existing product bundles, with usage-based pricing expected past a certain point.

Our Take

Trends in the CPQ marketplace indicate that vendors with a successful long-term position will achieve continual expansion across the revenue pipeline, accelerating the sales cycle with a greater breadth of well-integrated features that reach deeper. As AI, automation, and data technologies advance, sales automation software is expected to increase in importance, presenting an opportunity to glean business value from these technologies and ultimately becoming a make-or-break factor in revenue contract setting.

Conga’s recent changes and updated strategy are a positive indication that they are beginning to adapt to long-term changes in the marketplace. This will, however, be a difficult marketplace to dominate, especially as major player Salesforce has moved to incorporate its stand-alone CPQ product into an expanded Revenue Cloud. Expansion from a position in the center of the sales cycle will be challenging for any smaller CPQ vendor, and short-term success will be instrumental in giving Conga a platform to stand on as changes take place. While Conga's stated attempt to execute on both breadth and depth of functionality is a good idea, it may be difficult in practice because of the high level of resources required.

The decision to keep PROS CPQ and Conga CPQ as separate products is a good one, allowing Conga to accommodate the needs of many different types of users. Ultimately the acquisition serves to expand its customer base without losing out on functional specificity.

Increasing market presence will continue to be important to Conga. The recently unveiled rebrand has been accompanied by a shift in messaging that improves clarity. While Conga already boasts more than 50% of the Fortune 500 as clients, customer retention and development is just as important as acquisition, suggesting that strategic focus on functional improvement plus expansion is in alignment with market focus. Conga is also continuing to develop a customer community and actively involves customer feedback in product updates.

Conga’s historic reliance on Salesforce – it was founded in 2006 as an AppExchange document generation app – is a potential point of weakness. These days Conga is CRM agnostic and the Conga Advantage Platform offers an entirely proprietary access point, but Salesforce-based access continues to dominate among users. At Connect 2026, Conga took care to emphasize and deepen relationships with other CRM and ERP partners, an ongoing process that will be essential to success and differentiation against Salesforce Revenue Cloud.

Similarly, Conga's AI perspective is vendor agnostic, with capabilities for clients to bring their own model that can be leveraged as agents within the platform, an aspect that may help ensure customization and compliance with stringent security requirements. AiMe is still in its early stages, on par with market expectations, and includes standards of transparency and governance.

Ultimately, Conga is a vendor in the midst of a whirlwind of change. The recent steps taken through the PROS acquisition, Conga rebrand, and introduction of AI features are strategic and intentional movements that will allow the vendor to better serve its market. At Conga Connect 2026, lots of great promises were made; precision and clarity are required in execution. Carving out a prominent place in the sales pipeline promises to be challenging, especially when facing down major CRM players, but these recent developments indicate Conga is now putting everything in place to keep up and compete.