Westmor iQ CPQ Success Story, Part I

WestCaseBookMorris, MN USA
Fuel Equipment Manufacturer

Westmor Industries, based in Morris, Minnesota, is North America’s largest fueling equipment and services provider. Founded in 1972, Westmor offers a full line of petroleum and liquid handling parts and equipment. Since 2007, annual sales have tripled and its workforce has more than doubled. From refiner terminals to bulk deliveries and at each point in between, Westmor offers a variety of solutions from a single source. To aid in Westmor’s quoting processes and capabilities, it worked with Luxent to implement iQ, a CPQ (Configure, Price, Quote) application built for manufacturers natively on the Salesforce platform that seamlessly quotes from within the Salesforce platform.

Anybody can sell you something, but for us it’s very important that they are more of a strategic partner and somebody that’s going to take care of you long term. Luxent is that for us.

Beth Koehl – Technology Project Manager


  • Required a flexible system that could support its remarkable growth
  • Needed a more sophisticated and agile quoting system that went beyond what its home-grown systems could offer
  • Desired a quoting solution that would work seamlessly in Salesforce and a configurator that could handle more than 900 product combinations
  • Wanted to work with a solution provider that would be a true partner: responsive to requests and flexible when things needed to change


  • Luxent’s iQ CPQ application on the Salesforce platform which seamlessly integrates with Salesforce to provide faster, easier, more collaborative quoting through a simple, easy-to-use interface


iQ PDF Output

iQ PDF Output

The addition of iQ complemented Westmor’s previous Salesforce investment and allowed Westmor to:

  • Quote directly within the Salesforce platform
  • Create consistent, professional-looking quotes quickly and easily
  • Leverage a configurator capable of handling complex quoting requirements
  • Produce three different PDF quotes, with the flexibility to produce more PDF quotes in the future as business grows
  • Customize the application to support Westmor’s fulfillment process by creating shop floor build-out instructions from the final customer-approved quote

“The sales team loves the simplicity of iQ and how easy it is to quote compared to the old way.”