How Aptarro Cut Negotiation Time by 79% and Gained Control Over Complex Deals

The Situation Before Quotivity

When Renée Durrance stepped into her hybrid business systems and RevOps role at Aptarro, a healthcare SaaS company, quoting wasn’t just inefficient—it was nearly nonexistent as a structured process.

Sales reps built deals manually inside HubSpot, adding line items one by one and referencing pricing from spreadsheets saved locally on their desktops. Each rep relied on their own version of the “truth.”

“There was an Excel pricing table somewhere that they saved to their desktop,” Renée explained. “It was very freeform.”

This created a system where pricing varied wildly from deal to deal. There were no guardrails, no approval workflows, and no reliable connection between what was quoted, what was contracted, and what was ultimately billed.

As the company grew, the cracks widened.

 "What initially felt like flexibility was actually a lack of governance—sales reps could adjust pricing and terms freely, without formal constraints or approvals.” 

Key pain points

• Rogue pricing and inconsistency: Reps could freely adjust pricing without constraints or approvals
• Disconnected systems: Deal values, contracts, and price books frequently didn’t match
• Manual, error-prone workflows: Line items entered multiple times across systems
• No visibility into future pricing: Volume-based pricing lived only in contracts—not in the CRM
• Downstream chaos: Accounting, legal, and operations constantly reconciled conflicting data
• Commission errors: Incorrect payouts led to clawbacks and internal friction
• Customer confusion: Inconsistent pricing across customers and partners eroded trust

 “One partner’s customer might have a completely different price than another partner’s customer,” Renée said. “That leads to distrust—and it snowballs quickly.” 

The Breaking Point

Leadership knew the problem had escalated beyond operational inefficiency—it was now a business risk.

Pricing variability had become unsustainable, prompting Aptarro to undertake a comprehensive rewrite of its price book to restore consistency.

At the same time, the company attempted to formalize an approval process across departments—but quickly hit a wall.

“We drafted an approval procedure and had legal, finance, and sales all sign off,” Renée said. “Then we realized HubSpot couldn’t accommodate what we needed.”

The combination of complex pricing dependent on product variants and multi-layered approvals simply couldn’t be supported.

That was the moment they decided: something had to change.

Why They Chose Quotivity

The team evaluated multiple options including extending their existing tools and exploring other CPQ solutions.

• HubSpot: Strong foundation, but lacked support for highly complex pricing and complex approvals
• PandaDoc: Limited price book and SKU management, plus prior support issues impacted confidence
• Other CPQ vendors: Clunky interfaces and low confidence during evaluation

Quotivity stood out immediately.

Key decision drivers included:

• Native integration with HubSpot to maintain a single source of truth
• Support for complex pricing models and product variants
• Multi-tiered approval workflows aligned with their internal policies
• Highly customizable price books and product logic
• Strong customer support and long-term confidence in the platform

“Product variants was huge for us—it was one of the first things we used to weed out candidates,” Renée said. “And nobody could do HubSpot-native like Quotivity.”

Implementation: Fixing the Foundation First

The team quickly realized that before they could implement a CPQ system, they needed to fix their underlying pricing structure.

• Outdated and incomplete price books
• Inconsistent pricing logic across products
• No centralized documentation of pricing models

“We knew we had gaps,” Renée said. “But the more we dug in, the more we realized how many different ways we were pricing just a few products.”

Over several months, the team rebuilt their pricing from the ground up. They aligned on profitability, market positioning, and standardization. Quotivity worked alongside them throughout, providing hands-on support and implementation as they developed and refined complex pricing models.

At the same time, they made a strategic decision to implement CPQ and CLM together.

“We didn’t want one system to fail because the other wasn’t ready,” Renée explained. “So we launched both at the same time and trained users end-to-end.”

Key Results

With Quotivity in place, quoting shifted from manual guesswork to a structured, automated system.

“They don’t have to touch the contracts anymore,” Renée said. “It’s all pulling from the CRM, and it eliminates that whole process.”

79% Reduction in Negotiation Time

After implementing Quotivity, the company dramatically reduced time spent in the negotiation stage, going from about 29 days in negotiation on average to 6.

This acceleration reflects faster quoting but also fewer errors, less back-and-forth, and smoother contract alignment.

Faster, More Consistent Deals

Sales reps now follow standardized pricing because deviations require approvals—which slows deals down.

“The reps are incentivized to stick to the price book because they can get their deal out the door much faster.”

Reduced Discounting

With structured pricing and approval gates in place, unnecessary discounting has decreased.

Fewer Errors and Rework

The alignment between quote, contract, and billing has eliminated many downstream issues.

No more reconciling mismatched data across systems.

Shorter (or Eliminated) Deal Reviews

Deal review calls have dramatically improved.

“Our deal review calls are shorter—or canceled altogether—because there are no deals to review.”

Increased Leadership Confidence

Executives now trust that pricing is consistent and controlled.

“There are now locks and constraints. Leadership isn’t chasing deals around anymore.”

Cross-Functional Alignment

Sales, finance, legal, and operations are now working from the same data and logic.

Cleaner Financial Operations

• Accurate commission calculations
• No more clawbacks due to incorrect deal values
• Reduced accounting reconciliation work

Improved Customer Experience

Customers receive consistent, transparent pricing.

Contracting friction has decreased, and pricing conversations are clearer.

“Contracting used to be a significant drain on time,” Renée said. “That’s improved considerably across the board.”

Ready to bring structure to your pricing and quoting process?

By replacing manual, inconsistent quoting processes with a structured CPQ system, this healthcare SaaS company transformed how it sells, prices, and delivers its products.

The result: faster deals, better control, and a foundation for scalable growth.

👉 Get a demo and see how Quotivity can help you standardize pricing, accelerate deals, and align your entire revenue operation.