Who we are

The mission of Veloce since 2016 is to make smart enterprise CPQ and quote-to-cash software that is fast and easy for everyone who touches it. This means great performance and user experience for all users: from sales teams to end customers, from product managers to system administrators.The work we do on complex product configuration, sales process, and pricing logic excites us because we are solving problems that no one else has been able to solve, and solving them faster than anyone else in this space. Our founders had more than 50 years of collective experience building and using quote to cash systems — Siebel, Trilogy and now Veloce.

Read our story

Founders

Shaowei Mao
Co-founder and CEO

Shaowei has been a product visionary and innovator for 30 years, with a focus for the last 20 years on CPQ and complex order management. Before co-founding Veloce, Shaowei led the development of the Siebel and Trilogy configuration engines. He's also led the design of some of the most sophisticated quote-to-order solutions in the market.

Dmitrijs Ralovecs
Co-founder and VP of Engineering

Dmitrijs has been building software for 15+ years and leading teams of developers for 5+ years.
He has designed, built and supported numerous B2B products, from standard CRM and ERP configurations all the way to custom development of complex quoting configurations across distributed networks of suppliers, wholesalers, retailers and internal users.

Meaningful work with real people

Our mission is to make enterprise quote to cash software and CPQ smart, fast and easy for everyone who touches it. This means great performance and user experience for all users: from sales users to end customers, from product managers to system administrators.

We are excited to work with complex product configuration, sales process, or pricing logic because we can. Our founders have 20+ years of experience building and using quote to cash systems - Siebel, Trilogy and now Veloce.

Visit our careers website

Our leadership

We're a team of tech-savvy geeks smarter than each other in different things. We are excited by big problems and our product offers elegant solutions. We have spent many years in enterprises, and are now building the world's fastest and most intuitive global CPQ.

Joe Parlett
VP of Sales

Joe has been selling B2B solutions and managing client accounts for over 20 years.
Over the last decade, Joe has been focused on Configure Price Quote and Quote-to-Cash solutions at Apttus, helping B2B enterprises in numerous industries and across continents achieve their sales automation goals.

Luigi Aditiarama
VP of Product

Luigi has been building and implementing Enterprise software solutions for the past 15 years, with notable focus on CPQ in the last 10 yrs at Conga/Apttus, Deloitte and several startups.
Luigi is dedicated to customers' CPQ success and has a track record of finding the best solution for each client's unique use case.

John Nielson
VP of Delivery and Customer Success

John has over 25 years of sales and quoting enterprise software implementation experience and has led the delivery of CRM and CPQ projects for many fortune 500 companies over the past 21 years while working at Accenture, Siebel, Oracle, aMind Solutions and Onis Solutions.
John is known for assembling and leading delivery teams to take ownership, design industry leading solutions, and deliver projects that meet and or exceed customer expectations.

Our Leadership

Joe Parlett
VP of Sales

Joe has been selling B2B solutions and managing client accounts for over 20 years.
Over the last decade, Joe has been focused on Configure Price Quote and Quote-to-Cash solutions at Apttus, helping B2B enterprises in numerous industries and across continents achieve their sales automation goals.

Luigi Aditiarama
VP of Product

Luigi has been building and implementing Enterprise software solutions for the past 15 years, with notable focus on CPQ in the last 10 yrs at Conga/Apttus, Deloitte and several startups.
Luigi is dedicated to customers' CPQ success and has a track record of finding the best solution for each client's unique use case.

John Nielson
VP of Delivery and Customer Success

John has over 25 years of sales and quoting enterprise software implementation experience and has led the delivery of CRM and CPQ projects for many fortune 500 companies over the past 21 years while working at Accenture, Siebel, Oracle, aMind Solutions and Onis Solutions.
John is known for assembling and leading delivery teams to take ownership, design industry leading solutions, and deliver projects that meet and or exceed customer expectations.

The Story of Veloce

As written by the beloved Greg Davis before his passing in 2020.

The “HR experiment” that launched a CPQ career

I got started in CPQ in 1997 with my first job out of college. I was hired by Siemens to be their system administrator on Calico, an early CPQ technology. True story: my hiring was an “HR experiment” to test Calico’s assertion that “anyone off the street” with no technical background could manage their system. I fit that description perfectly as a recent graduate in the decidedly non-technical field of international relations.

Struck by how many problems customers tolerated from CPQ

At Siemens, the first thing that struck me was how many problems customers tolerated from CPQ technology. Calico choked under the load of 5 users. And what about that HR experiment: could anyone “off the street” manage Calico? As it turned out, I did learn to manage Calico. But the spirit of the experiment failed because in order to manage the system I had to transform myself into an IT expert, highly literate in Calico’s underlying programming language that looked a lot like LISP, a programming language designed for academics with AI expertise. In effect I had become the first person in history to go from writing papers on political economics to CPQ programmer in under a year.

Veloce Core Values

Our core values are what drive our company, the decisions we make, how we support the customers and employees, our culture, and our plans for the future.

Employees

The heartbeat of this company is the employees. Without the employees, the company, the products, the customers have no chance. We put our employees first and also spawn a culture where our customer’s success is paramount.

Honesty

Trust is vital for the success of every relationship. We need to trust ourselves internally and customers need to believe in our integrity. Trust and honesty are at the heart of everything we do at Veloce.

Creativity

Technology is constantly changing and to stay ahead of the game, we cannot stand still. We believe in a culture which encourages creativity. Bring your ideas and dreams to the table and help guide Veloce’s innovation.

Customers

The CPQ space is challenging and we are working with customers who have usually experienced failure with their previous quoting solutions.Our goal is to give them the products, solutions and overall experience that have escaped them, until now.

Hooked on CPQ since 1997

Birth of the vision: to provide an intelligent system that empowers sales teams and can be managed directly by business people without the need for IT intervention.

I found the challenge of CPQ insanely interesting. I was fascinated with the magical promise of CPQ to provide an automated “expert system” over the web that could intelligently guide salespeople and customers to find, configure, and price the perfect product. I dreamt of one day owning a technology company that could deliver the promise of Calico and any worthy CPQ technology company: to provide an intelligent system that empowered their customers’ sales and one that could be managed directly by business people without the need for IT intervention.

The mother of all CPQ challenges

In 2014 I was contracted to build a highly complex CPQ system for one of the tech giants. The problem is probably the biggest, most complex, and highest impact (in terms of financial ROI) CPQ problem on the planet.  And a very interesting challenge.

I created a custom solution for that company entirely in JavaScript.  This means it had no backend — all the display and configuration logic were intermingled in browser code.  

The solution — in spite of some front-end flourish — fell short and was never moved to a production release,  because it lacked a powerful backend technology to automate the configuration process. It required too much IT expertise to maintain. So I left that company with its huge product configuration problem still unsolved. I really wanted to solve this problem. I just didn’t have the right technology to do it.

Finding the ingenious engineer behind the most powerful CPQ systems ever

Greg and Shaowei both join the market leader in the CPQ space running on Salesforce

Prior to Veloce I knew what a CPQ system should do. What I lacked — and what the marketplace lacked — was a CPQ technology that could do what CPQ systems had long promised to do. That is, until I met my co-founder Shaowei Mao in 2015, the inventor and brilliant mind behind Veloce’s CPQ system, when we both joined the market leader in the rapidly growing CPQ space running on Salesforce.

Shaowei was the key developer for arguably the two most powerful CPQ technologies

Little did I know that during the last 20 years while I was focused on the front-end of the problem implementing no less than five different CPQ technologies for a variety of Fortune 500 companies, there was this person, Shaowei — my other half, working with equal vigor on CPQ technology from the other end of the problem, the backend, with the same ambitions as me.

Shaowei’s experience was at the deeper core of CPQ. He was the key developer of two market-leading — and arguably the two most powerful CPQ technologies—over the last 20 years. I knew customer pains but he was the one who could alleviate them.

Seeing the need for powerful CPQ in Salesforce

Real world CPQ problems

It took a short time after joining the market leader for both Shaowei and I to reach the same conclusion: the technology offered by this company was quite weak compared to CPQ products we were both familiar with from 10 or even 20 years prior. The company’s main claim at the time was that it ran natively on the Salesforce platform. Living inside Salesforce offered the advantages of security and reliability. It also provided some big disadvantages in terms of CPQ.

 

Knowing what we both knew about the depth, complexity, and dynamic sort of engine required to solve real world CPQ problems, we immediately realized that running such an engine inside the Salesforce platform would not work for complex CPQ.

Three problems we set out to solve

Salesforce restricts data usage

The 1st problem with living inside Salesforce is that Salesforce restricts data usage. Nothing wrong with this, generally speaking. But complex CPQ requires data — lots of data. Many times more data than the Salesforce data limits allow. Shaowei and I both knew this intimately from our work on solutions for Fortune 500 companies over the years.

How can you tell your enterprise customers to keep their product configuration problems simple and small? This violated the whole premise of the CPQ: it is supposed to empower sales not restrict it!

Performance and speed

The 2nd problem was performance. The system was as slow as a dog (sorry if I insulted anyone’s dog), even for a small CPQ solution. The sales engineers developed a variety of tricks to distract prospects while the system waited for a response. And the performance only got worse for larger or more complex solutions..

An admin that took hordes of skilled IT resources to work

The 3rd problem: the administration of this CPQ product was dreadful. The company marketed their product under the mantra of “clicks not code” which made it sound easy. But in reality building even the simplest app was a painful ordeal and it took hordes of skilled IT resources to make anything work.

Shaowei and I talked. We realized that there was room in this market for a powerful CPQ product that was easy to manage. We wanted to create a technology that actually did what CPQ technologies have long promised.

Our first big opportunity: global tech giant

Setting out to solve the most complex problem in the industry first

In order to test this idea we needed an opportunity. We realized the perfect opportunity was the problem I’d left behind at that aforementioned tech giant. Mind you, unknown start ups generally pick easier targets than tech giants for their first clients. But we’d worked with the top technologies and top customers in the world for so many years we didn’t know of any small problems or small customers.

Shaowei had already developed the two most powerful product configurators in existence

I knew the problem well enough. I described this world-class CPQ problem to Shaowei and to my surprise Shaowei told me — without hesitation — that he knew how to solve it. He had already developed the two most powerful product configurators in existence. And he had thoughts about how he could develop a next generation CPQ system that could solve any type of complex CPQ problem.

The birth of Veloce CPQ

Initial steps

I created some mockups, went back to the tech giant and told them what we could do for them. They encouraged us to start a company to work on their problem. We jumped at the opportunity, however unlikely we were to get a paid deal out of it. Thus, Veloce was born.

The fastest CPQ on the planet

Veloce (pronounced veh-LOW-chay) means fast in Italian. The name has been used for fast Italian products like sports cars and racing bikes. Now it was the name of the fastest CPQ system on the planet.

Shaowei develops an incredible prototype

I told Shaowei I wanted to solve the entire massive configuration from a single user request. This was akin to generating the blueprint of the Salesforce tower from a short description of the building’s function. I knew this is what the tech giant wanted. I related this to Shaowei more as a dream than a requirement.

Shaowei, however, took it seriously and went to work. Weeks passed. When he finally popped up he had a working solution: a prototype. The prototype generated the entire solution from a description of the problem provided in natural English. In my 20 years in CPQ I’d never seen anything like this solution.

Verdict: 'Light years ahead of the competition'

A 20-day process involving the collective intelligence of human experts could be automated by our CPQ engine in less than a second

I was blown away by Shaowei’s working style. I’d never worked with an engineer as efficient, inspired, and capable as Shaowei. He didn’t complain about difficult requirements. He simply solved them. I knew at that moment we really had something for our tech giant and the broader CPQ market.
We shared the solution with the tech giant and they were equally blown away. We showed them that a 20 day process involving the collective intelligence of an extended team of human experts could be automated by our CPQ engine in less than a second. The tech giant did their due diligence and looked at other CPQ solutions on the market. And then this happened:



They came back and told us that our solution was “light years ahead of the competition.”

Veloce CPQ was born. The rest is history in the making.

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