Podcast: Luigi Aditiarama interviewed by Frank Sohn of Novus Consulting

Podcast

Luigi Aditiarama, VP of Product at Veloce, talks with Novus CPQ Consulting’s Frank Sohn about why Veloce is an option for customers with previous failed CPQ projects.

Luigi Aditiarama

VP Product & Strategy

~30 min listen

·

July 1, 2026

What's the secret sauce in Veloce CPQ and why is it a great option for today's high tech enterprises and manufacturing companies that have struggled with their CPQ projects?

Listen in to Luigi Aditiarama, Veloce's VP of Product, as he talks with Novus CPQ Consulting’s Frank Sohn about the approach that went into the development of Veloce CPQ from the beginning.

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Configure, Price, Quote Podcast – Transcript

Welcome to the configure price quote podcast. My name is Frank Sohn and I'm the founder of Novus CPQ consulting. This podcast is a hundred percent focused on Configure, Price, Quote — also known as CPQ — and will provide you useful insights to this topic.

My guest today is Luigi Aditiarama, the Vice President of Product for Veloce, a company that offers a standalone CPQ solution, as well as an extension for Salesforce Revenue Cloud. Veloce CPQ solution is tailored towards customers with complex CPQ requirements, and Luigi has over 15 years of business experience and joined Veloce in 2019.

The company is headquartered in San Francisco, California. Welcome, Luigi, to the CPQ podcast.

Thank you, Frank, super excited to be in this podcast and have the chance to share my experience with your audience.

Very excited to have you Luigi, and before we get started, let's maybe, talk a little bit about yourself and what you did before you joined Veloce in 2019.

Yeah, sure. I used to work for a CPQ company as well before Veloce; it was called Apttus back then. I actually joined them in the early days when they were maybe less than 40 employees and then they got acquired. I think they're operating under the name of Conga today.

They do CPQ, CLM, and the whole Quote to Cash. I actually started with the sales engineering department. I helped sell CLM and CPQ and then midway, I joined one of the Big Four to implement CPQ; that's when I learned to actually use the CPQ that I sold and actually was implementing it in bigger companies.

And then I moved to the product side and I'm very happy with that, because I have the whole full breadth of experience from actually selling it, from building the product and also implementing CPQ. That's my background.

Excellent. So you have experience from multiple sides. That's very helpful, but now let me ask one question: after you've been with Apttus and then with one of the Big Four. What was the main reason for you to join Veloce?

CPQ for the modern enterprise

Interesting. As you know, Apttus was built fully native on salesforce.com, but towards the end, they actually had a different strategy, moving it off the salesforce.com. When I first got introduced to Veloce, one of the biggest challenges at the enterprise level for CPQ is to actually have great performance, especially on the Salesforce.com platform.

Veloce CPQ was very interesting. The founders were very technical and they actually built a solver. What they call a Solver. Simply put, you give the solver a problem: could be a configuration problem, could be pricing problems, and it spits out the answer – the results, if it can find the results – within less than 200 milliseconds.

I thought that was very life changing technology for the enterprise CPQ; Businesses really need this type of technology. I got super interested and I got to know the founders and I decided to join Veloce.

Excellent. And what do you consider the most exciting part of being in this complex enterprise CPQ space at this time?

Even being in the CPQ space for more than 15 years now, you see improvements from a technical perspective and functional perspective every day. You see that CPQ is something that is a must have for every business at the enterprise level. And it's exciting to be able to be a part of this space where you can still keep improving on the experience, on the technical functionalities of CPQ.

If you look at CPQ from 10 years ago, it kind of morphed into a more, what we call now, Quote to Cash Order, because it touches even before you get to the quoting and it touches everything downstream out where the quoting is done. It's a very interesting space for me, especially the level of complexity and the room for improvements. It is massive.

Fully agree, lots of room to improve in the CPQ space still. Let me ask one other question before we talk more about the products and services that Veloce offers. Tell me, what do you do when you don't work, Luigi?

It's an interesting question. I actually live in the Bay Area, Northern California and as everybody knows, it's pretty expensive to live here.

I'm a very outdoorsy person and I love sports. I decided to just take advantage of what California has to offer. So I do a lot of biking, outdoor sports, and before COVID, I actually did a lot of contact sports such as boxing and playing soccer — not the American football, but, what the rest of the world calls football, we call soccer.

I used to play in a league down in Palo Alto and I got to meet a lot of great people during my time playing there. Yeah. So super outdoorsy. And I feel like that's maybe one of the many ways to take advantage of the living cost of California is to take advantage of what California has to give you.

That’s absolutely true. One question you're also into surfing or is it more, as you said, biking, boxing, and soccer.

Biking, boxing, soccer, running. I do a little bit of snowboarding. Not so much water sports. One of the interesting things was: I did a sprint triathlon earlier in my younger days and I actually watched – I've never swam in my life and to practice swimming – I actually watched YouTube.

I learned how to swim freestyle from watching YouTube. And when you swim in the open sea, it's super scary. Since then I haven't gone back to water sports. I've been really scared of the water since my triathlon days.