Krish,
You mentioned: "We have a requirement for pricing functionality (with set of custom screens and workflows) for our sales rep".
Your statement says that you want to build Custom screens & workflows for sales rep, which means certainly the standard does not meet your needs.
Now, you are correct that Mashups have functional limitations, in fact, they have technical limitations too as I mentioned in my earlier reply.
With Custom development, there will be:
> A lot of extra effort in development.
> You will need a skilled resource who understands SDK & build the required custom functionality.
> Custom work, like in ERP/CRM, will have to be owned by you, which means support from SAP will be minimal since its not standard, so maintenance effort will be more.
> The positive side is that you can build functionality per your expectations & needs.
With Mashups, you can only bring in limited functionality into C4C. This might not really meet all what you need as your requirement sound complex, at least to my understanding, Mashup might not be the best approach to meet these custom requirements.
Hope the feedback helps!
BR
Ankur