CAS Merlin

What CAS Merlin does

CAS Merlin CPQ is an enterprise Configure, Price, Quote (CPQ) software solution developed and operated by CAS Software AG, a privately held German Aktiengesellschaft headquartered in Karlsruhe, Germany. The product is built on a modular architecture with M.Sales as the base module for internal sales, complemented by M.Customer for end-customer guided selling and M.Sales Reseller for multi-channel partner configuration. Its differentiated layer is the AIA (Augmented Intelligence Assistants) family — Optimization, Collaboration, and Configuration — which applies rule-based plausibility checking, requirement capture, and cross-sell/upsell surfacing across the configuration workflow. The platform integrates with customers' CRM, ERP, and PLM systems via individual interfaces and is positioned around European data sovereignty through German data hosting, GDPR compliance, and fair.digital certification.

The go-to-market is enterprise-focused direct sales with consulting-driven engagement, supplemented by a formalized CPQ Partner Network providing regional implementation coverage across Europe. Named enterprise customers span Airbus (aerospace), Continental Automotive (automotive), Deutz AG (engine manufacturing), Jungheinrich (material handling), and Miele (consumer appliances), indicating traction in complex manufacturing and industrial verticals with sophisticated product configuration requirements. Pricing is quote-based with annual billing cadence; no public price list is disclosed.

Revenue mechanics follow a subscription-licensed enterprise software model typical of the CPQ category, with implementation and consulting services layered on top. The broader CAS Software AG portfolio extends beyond CPQ into CRM/XRM (CAS genesisWorld, SmartWe), campus management, member management, and foundation management, suggesting CAS Merlin CPQ operates within a diversified mid-market enterprise software group. The offering is localized across twelve European languages, consistent with a multi-country European go-to-market rather than a single-market vendor.

Name

CAS Merlin

Legal name

CAS Software AG

Website

https://cas-merlin.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

251–500 employees

Short description

CAS Merlin CPQ is an enterprise Configure, Price, Quote software platform operated by CAS Software AG of Karlsruhe, Germany, targeting medium-to-large European manufacturers needing complex product configuration, with modules for internal sales, end-customer guided selling, reseller networks, and branded AI-style assistants.

Ownership category

akta.pro rank

Product category

Configure-Price-Quote (CPQ) Software

NAICS

Custom Computer Programming Services (541511)

akta.pro primary industry

CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions (HDAEAFAK)

Keywords

• Configure price quote
• CPQ software
• Product configuration
• Sales automation
• Guided selling

Headquarters

HQ city

Karlsruhe

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. CPQ Software Licensing: Enterprise software licensing for CPQ (Configure, Price, Quote) solution. Modular approach with M.Sales, M.Customer, and M.Sales Reseller components. Subscription-based model typical for enterprise software with implementation and consulting services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

CAS Merlin CPQ is a modular enterprise Configure, Price, Quote (CPQ) software platform that enables fast, error-free product configuration, pricing calculation, and quote/document creation based on a building-block principle. It is built on the M.Sales base module and extended with M.Customer (end-customer guided selling), M.Sales Reseller (partner channel CPQ), and three AIA (Augmented Intelligence Assistants) modules (Optimization, Collaboration, Configuration) that automate and guide sales workflows.

Product overview

CAS Merlin CPQ is a unified intelligent CPQ (Configure, Price, Quote) software platform built on the base module M.Sales. The platform offers modular add-ons including M.Customer (CPQ for end customers) and M.Sales Reseller (CPQ for sales partners), plus three AIA (Augmented Intelligence Assistants) modules: AIA Optimization (AI-powered optimization), AIA Collaboration (AI-powered collaboration), and AIA Configuration (AI-powered product configuration). The solution enables digital sales processes, customer-centric quote creation, and Guided Selling through intelligent AI assistants.

Differentiator

Problem solved

Functional benefit

Brands

• M.Sales: Base module for CAS Merlin CPQ, extending quote creation and sales processes beyond pure product configuration.
• M.Customer
• M.Sales Reseller
• AIA Optimization
• AIA Collaboration
• AIA Configuration
• CAS genesisWorld
• SmartWe
• We.Network

Products and services

• CAS Merlin CPQ
• M.Sales
• M.Customer
• M.Sales Reseller
• AIA Optimization
• AIA Collaboration
• AIA Configuration

Quantifiable outcome

• Error-free quotes through automatic feasibility checking
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

One partnership is on record.

• CPQ Partner NetworkcoreChannel Partner/ Reseller/ DistributorRegional implementation and consulting partners providing CPQ deployment services, local support, and extended sales reach across different markets.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Oracle Configure, Price, Quote: CPQ module within Oracle's CX/ERP suite. Targets the same complex-configuration enterprise buyer as CAS, particularly in manufacturing and industrial verticals where Oracle ERP is deployed.
• Salesforce CPQ (Revenue Cloud): CPQ capability inside Salesforce's CRM/CX suite (originally Steelbrick). Largest enterprise CPQ footprint globally; competes with CAS for the same Configure-Price-Quote wallet but offers the broader Salesforce platform.
• SAP CPQ (formerly CallidusCloud): SAP's CPQ solution integrated into its ERP/CX portfolio. Competes with CAS for European enterprise deals and benefits from SAP's installed base in industrial customers similar to Airbus, Continental, and Jungheinrich.
• Infor CPQ: CPQ capability bundled into Infor's industry-specific ERP suites (especially manufacturing). Competes with CAS for industrial and equipment-manufacturer deals where Infor ERP is already deployed.

Direct peers

• Vendavo: B2B pricing and CPQ specialist focused on industrial manufacturers. Competes with CAS Merlin CPQ in price-optimization and quote-automation use cases for complex product catalogs.
• PROS: Public CPQ and revenue-management specialist with deep configuration, pricing, and quoting capabilities. Competes head-to-head with CAS for complex B2B configuration deals in industrial and distribution markets.
• Tacton: Swedish-headquartered CPQ specialist focused on complex product configuration for manufacturers. Closest geographic and functional analog to CAS Merlin CPQ, serving similar European industrial customers with rule-based configurators.
• Conga (formerly Apttus): CPQ, CLM, and document automation vendor. Direct competitor in enterprise CPQ with similar Configure-Price-Quote functionality and Salesforce ecosystem heritage.
• Cincom CPQ: Enterprise CPQ solution focused on complex product configuration for manufacturers. Competes for the same industrial-configurator RFPs as CAS, particularly in regulated and engineered-product categories.
• Model N: Revenue management and CPQ vendor targeting complex manufacturers and high-tech companies. Overlaps with CAS in pricing and quote-automation for configuration-intensive product portfolios.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cassoftware

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CAS Merlin