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Retool built a scalable sales process

Company Profile:

Retool helps developers rapidly build custom internal tools using a drag-and-drop UI and pre-built backend integrations.

Industry: Developer Tools / Software

Size: 250–500 employees

Sales Team Size: 50+ reps

Maxio Product : Maxio CPQ (formerly RevOps.io)

Business Impacts:

Retool’s RevOps team used Maxio CPQ to bring structure, accuracy, and visibility to their quoting process, unlocking meaningful improvements across sales and operations.

  • 99% fewer contract errors
  • Faster, automated, and rule-based approvals
  • Clean CRM sync, no more rework
  • Structured contract data for accurate reporting
Read the Story

Before Maxio CPQ

Retool’s quoting process was built around editable Word templates—flexible, but chaotic. Sales reps could customize contracts however they wanted, which led to inconsistent pricing, missing data, and legal risk.

“Our sales reps had the ability to put whatever, wherever they wanted to put it.” — Jonathan Krangel, Head of Revenue Operations

There were no approval rules. No structured data. No way to trust what was in Salesforce without cross-checking contracts manually. Forecasting was error-prone. Reporting was manual. And RevOps was spending hours every week on cleanup.

After Maxio CPQ

Maxio CPQ gave Retool a scalable, structured quoting process. They implemented smart approval routing, built reusable templates, and set up a data model that synced directly to Salesforce.

Now:

  • Contracts follow standardized formats with built-in logic

  • Approval flows are automated and auditable

  • Deal data enters Salesforce cleanly—no double entry, no guesswork

  • Terms, pricing, and clauses are searchable across every deal

  • Contract errors dropped from ~50% to under 1%

Instead of managing chaos, the RevOps team now manages growth.

From messy contracts to scalable operations

From Jonathan Krangel’s perspective as Head of Revenue Operations at Retool, the real challenge wasn’t just contract formatting—it was the lack of structure behind how deals were built, approved, and tracked. Sales reps had free rein to edit documents, legal and finance had no standardized checkpoints, and RevOps was left untangling broken data in Salesforce.

With Maxio CPQ, his team introduced guardrails, automated approvals, and a contract data model that made quoting structured, scalable, and visible across systems. According to Jonathan, the result was a sales process that reps could rely on, and RevOps could trust.

Across the team, the impact was felt immediately. One AE put it simply: “This feels like modern software.” Sales leadership called it “super slick and tight—exactly what the business needs.” Even reps who’d used legacy CPQ tools like Conga or Salesforce CPQ saw the difference right away.

  • With the SMB team, I found that one out of every two agreements, so 50% of agreements in June, had some sort of issue. After implementing Maxio CPQ, I found only one issue out of over 150 deals.

    Jonathan Krangel, Retool

    Head of Revenue Operations

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