Paper has no place in this lead-to-cash process.

Since implementing Salesforce CPQ, we’ve had a 73% reduction in time-to-quote.”

Chris Cate, COO & CIO
Salesforce customer since 2011




Valpak takes the lead-to-cash process paperless with Salesforce CPQ & Billing.

Valpak brings savings to people and growth to businesses. And the company has been doing it since 1968. It works through a network of 160 franchises to share its famous monthly Blue Envelope of coupons and local business advertising with an audience of nearly 36 million households in 45 U.S. states and four Canadian provinces.

Not too long ago, Valpak’s quoting process was manual and mostly non-digital — dependent on checks, paper contracts, and a two-decade-old legacy order-entry system. Sales reps relying on this old order-entry system often forgot to follow up on renewals, and it was difficult to keep pricing, bundles, and discounts consistent across all of the company’s franchise locations. With every contract on paper, Valpak’s teams couldn’t forecast, and they lacked clear visibility of their sales process.

With the Salesforce Platform, Valpak unifies the lead-to-cash process.

Valpak leaders mapped out their end-to-end business process across sales, marketing, finance, and operations. They wanted one system that could orchestrate it all. The company had been a Sales Cloud customer since 2011, so they were already familiar with Salesforce and valued having everything connected on one platform.

The Salesforce Customer Success Group came onsite to help advise Valpak leaders on their business process and the right tools to use, and it soon became clear that Salesforce CPQ & Billing would fulfill the company’s needs and work perfectly with its other systems.

In Valpak’s new digital lead-to-cash process, lead generation starts with Pardot, which usually has 10 different engagement campaigns running at a given time. Opportunities are managed within Sales Cloud, and CPQ allows for streamlined configuration, pricing, and quoting anytime and anywhere — including easy mobile quoting on iPad.

Data is automatically passed from a new quote to Salesforce Billing, where invoices can be created and payments can be collected. Salesforce AppExchange partner apps integrated with the overall system are used for e-signature and payment processing. In the future, Valpak plans to use MuleSoft to pass order data from Salesforce to its back-end ERP system for fulfillment and printing in its state-of-the-art manufacturing facility.

Implementing Salesforce dramatically improved Valpak’s efficiency in payment collection and invoice processing. Collecting payments used to take hours or days — but now it takes minutes via electronic payment requests. By capturing ACH or credit card information securely via Salesforce, Valpak’s sales operations team can now quickly process payments with the click of a button.


The CPQ & Billing project was all about getting people to work smarter, not harder. People are doing more transactions over the phone, instead of driving out to a client.”

Chris Cate, | COO & CIO

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Valpak achieves better business results and new levels of customer success with Salesforce.

In the first six months of using automated quoting, Valpak reduced quoting time from 15 minutes to five, and recognized a $12 million lift in renewals revenue. The company also moved 9,000 clients from paper-based contracts to a fully digital process on Salesforce. Valpak has also seen landing-page submission rates rise from 2.2% to 5.5%, and a 250% increase in response rates.

We want to keep the sales process advancing, and our reps are seeing the benefit. They see Salesforce as their assistant, and they’re leveraging it throughout the entire sales process.”

Mandy Febus, | VP of Customer Experience & Salesforce
Valpak’s transformation of lead-to-cash from a fragmented paper-based process to a fully digital process on a unified platform has helped the company evolve its business and provide great customer experiences. The company is now looking to advance its digital marketing efforts with new products for local businesses — and having invested in digital lead-to-cash will allow company leaders to launch those new products faster than ever before.

With Salesforce, we’re really able to keep up with the pace of change. We’re more agile, we can launch new products quickly, and we’re seeing much faster speed to revenue.”

Chris Cate, | COO & CIO

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