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Reimagining CPQ: Speed, Control, and No-Code with Vendori's Ethan Garonzik

CPQ Podcast

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In this CPQ Podcast episode, Frank Sohn speaks with Ethan, co-founder of Vendori, a fast-growing CPQ startup focused on reducing implementation time, cutting costs, and delivering faster ROI through a no-code, multi-tenant solution.

Ethan shares his journey from Wall Street M&A at Merrill Lynch to leadership roles at SAP and Citrix, where he saw firsthand how traditional CPQ tools often caused more friction than they solved—especially for companies shifting to SaaS. That experience inspired him to create a better path forward.

Vendori is built for B2B tech companies—hardware and SaaS—starting with 5-10 CPQ users and scaling into the hundreds. The platform offers subscription management, guided selling, and AI-assisted workflows, while boasting integrations with Salesforce, Hubspot, Oracle, SAP, Teams, and Slack—with some customers onboarded in under a day.

In the episode, Ethan unpacks:

  • Why many customers are three years into “18-month” CPQ rollouts

  • How Vendori focuses on control and velocity

  • The real role of AI in CPQ—and why price optimization isn't the holy grail

  • What it means to build a CPQ company around family, faith, and community

If you're exploring CPQ or rethinking your current solution, this is one episode you won't want to miss.

Vendori contact information:

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