Updated on July 23, 2026 18 min read
What is CPQ? Configure, Price, Quote explained
CPQ is the system manufacturers use when a quote cannot be a fixed price list: product rules, live pricing, and a proposal, and how it differs from CRM and ERP.
CEO & founder, Mercura
Martin Johansen
Software, business, and CPQ — from finance and international trade to SaaS for manufacturing companies.
Aarhus, Denmark
12+
years of business experience
2020
Mercura founded
MSc
Finance & International Business
~100
CPQ implementations (past 6 years)
Martin Johansen has worked with software, IT, and business for over 12 years — long before CPQ became his primary focus. His background is in business economics and finance from Aarhus BSS (Aarhus University), complemented by international experience at HKUST Business School in Hong Kong and hands-on work in sales, marketing, and business development across Denmark and Germany.
As CEO and founder of Mercura, he builds an AI-powered CPQ platform for manufacturing companies with complex, configurable products. Mercura started as a response to a specific customer challenge and has since grown into a SaaS company with customers across Europe — with integrations to Microsoft Dynamics 365, ERP, and PIM systems.
Martin combines technical understanding with commercial experience: product logic and constraints on one side, sales processes, pricing, and go-to-market on the other. That shows in his writing on CPQ, product configuration, and digital sales — and in Mercura's partnerships with implementation partners such as Cepheo.
Expertise
CPQ & product configuration
Configure, Price, Quote for industrial products — rules, constraints, pricing logic, quotes, and BOM.
SaaS & software development
Building and scaling Mercura CPQ — no-code setup, integrations, AI-assisted rule work, and fast implementations.
Business & finance
Corporate finance, valuation, and M&A (master's thesis on Nordic acquisitions), board work, and portfolio management.
Sales & go-to-market
B2B sales in Germany, export, online marketing, partner channels, and sales processes for configurable products.
ERP, CRM & integrations
Connecting CPQ with Microsoft Dynamics 365, Business Central, PIM, and sales channels — so quotes become order data.
Teaching & communication
Teaching assistant in accounting and logistics at Aarhus University; writes and speaks about CPQ, manufacturing sales, and digitalisation.
Career
-
2020 – present
CEO & founder, Mercura
AI-powered CPQ SaaS for manufacturing companies. Product, sales, partnerships, and customer implementations in Denmark and internationally. Has led or project-managed roughly 100 CPQ implementations in the past six years.
-
2019 – present
Board member, JLJ Business Development ApS
Board and partner in an investment and advisory company with a portfolio across industries; corporate finance advisory.
-
2017 – present
Owner, MJ Business Development ApS
Advisory on expansion into the German market, e-commerce, and online marketing; holding structure for own companies.
-
2020 – 2021
Teaching assistant, Aarhus University (BSS)
Teaching Management Accounting & Logistics and Financial Accounting to classes of 25–30 students.
-
2015 – 2020
Area Sales Manager, Nepaldo Deutschland
Exclusive sales agent in German-speaking markets; 75% revenue growth from 2015 to 2017.
Education
2020 – 2022
MSc Finance & International Business
Aarhus BSS, Aarhus University
Master's thesis on value creation in Nordic acquisitions; internship at Mercura.
2019 – 2020
Exchange, Business
HKUST Business School, Hong Kong
2017 – 2020
BSc – Business Economics
Aarhus BSS, Aarhus University
Danish · Native German · Native English · Professional Spanish · Basic
Articles & glossary
Martin writes about CPQ, product configuration, sales processes, and digitalisation in manufacturing companies.
Updated on February 26, 2026 12 min read
What is a Sales Configurator? Definition, Benefits & Use Cases (2026)
Discover how a sales configurator guides reps through valid product configurations, automates pricing, and reduces quote errors for B2B manufacturers selling complex products.
Updated on February 26, 2026 12 min read
What is a Product Configurator? Complete Guide (2026)
Learn what a product configurator is, how it differs from CPQ, which industries use it, and how it connects to 3D visualization and ERP systems to transform the buying experience.
Updated on February 26, 2026 12 min read
What is a Configurator? Software Guide for Manufacturers (2026)
Understand what a configurator is, how it works, and how it compares to CPQ and product catalog software, including real-world examples from manufacturing and industrial sales.