Honeycomb.io builds observability for developers, and their go-to-market motion reflects that audience: self-serve at the top of the funnel, enterprise complexity as deals grow. When their quote-to-revenue process started creaking under the weight of multi-product expansions and mid-term amendments, Madison Ave came in to rebuild it on Salesforce CPQ.
The Challenge
Modern B2B SaaS quote-to-revenue looks simple until you try to automate it. Honeycomb needed to handle multi-product bundles, tiered pricing, usage add-ons, customer-specific discounts, mid-term amendments, and renewal logic, all with enough approval rigor to satisfy finance and enough speed to not slow sales. The existing tooling couldn’t keep up with how the business actually sold.
The Solution
- Salesforce CPQ implementation. Full CPQ build covering product catalog, bundle logic, pricing rules, discount structures, and approval workflows tuned to Honeycomb’s motion.
- Amendment architecture. Built an amendment process that handles mid-term upgrades, downgrades, and expansion without breaking billing alignment or renewal math.
- Approval logic. Custom approval flows tied to deal size, discount depth, and product mix, with clear visibility for sales, finance, and deal desk.
- Document templates. Quote and contract templates that generate cleanly for every deal shape the sales team sees.
Why It Worked
CPQ projects fail when the implementation team doesn’t know what modern SaaS pricing actually looks like. Madison Ave has shipped this motion for other B2B software companies and brought that pattern knowledge to the Honeycomb build. The CPQ architecture wasn’t generic; it matched how Honeycomb’s reps, deal desk, and finance team needed to operate.
The Outcome
Reps quote faster on the standard deals and with confidence on the complex ones. Amendments stopped being a quarterly headache. Finance got the approval audit trail they needed without strangling deal velocity. And the platform is built to scale into the next few product lines Honeycomb ships.