CUWL "simplifies ordering", it also helps partners sell more than just callmanager and unity. CUWL is only used for ordering, there's no actual CUWL licenses. When you order CUWL you still get licenses for each product individually. Here is a good place to start:
Typically you sell CUWL standard and CUWL professional licenses. If a customer just wants callmanager and unity connection voicemail, you can either sell them separately which will be slightly lower cost, or sell CUWL standard licenses which will include callmanager and unity connection, and some additional stuff, specifically, presence server (CUPS) license and personal communicator (CUPC) license. This also means that you need to sell a separate server for CUPS (unless you are virtualizing).
One requirement to keep in mind with CUWL is that you have to buy 3-years of UCSS for CUWL (EDU and GOV can buy 1-year). You can still buy 1 year of ESW smartnet, but you do need 3 years of UCSS.
For CM4 it's SW-CCM-UL-7942, for CM5> if they don't already have enough DLU licenses in callmanager, you need to buy more DLU's. 7942 uses 4 DLUs. The smallest number of DLU's you can order is 10: LIC-CM-DL-10. For CM8 you can also order UCL Enhanced user: LIC-CUCM-USR.