Pricing demands a blend of data interrogation and understanding of market behavioural dynamics

Data and competitive pricing only tells you one half of the story. We believe the upside is hidden under the skin of how your customers think.

You are fighting incumbents or inertia. You are creating a market of the future and have no accurate benchmarks. You are changing the rules of the game and you should approach pricing in the same way.

Every new product launch, feature, use-case and market segment adds a layer of complexity – and this is happening at a rapid pace.

Pricing ties your product to the market. Your technology must be broken down, packaged and priced in a way which aligns to the value it delivers in the market.

This will be your secret for immediate conversion, but also provide the anchor-point to continue scaling infinitely.

How we tackle pricing

Unlock true P&L impact and value in the eyes of your customer base

Re-think your customer break down to unlock hidden pools of revenue

Remove the noise, urge up-sell and reduce sales complexity

Incentivise behaviour to make your product sticky and make them happy to pay your price

Identify money left on the table, or whether conversion is impacted by price

Overcome inconsistent revenue and unpredictable pricing – cross the strategy execution chasm

“Cruxy added insight on pricing and go-to-market that forced us to rethink our approach entirely. We now have much better alignment between product, pricing, and sales execution. The new approach strongly supports our revenue growth and is much better aligned with customers’ expectation.”

– Eugine Danilkis, CEO at Mambu

Case study:

Series B Electronic Trading Platform

The challenge:

  • Pricing was not formulaic, creating an inconsistent revenue stream
  • As the firm moved up-market, they believed they were consistently under-pricing and leaving money on the table
  • The one-size-fits-all approach had never been challenged
  • Pricing became a consistent conversion blocker for larger clients

The approach:

  • Internal pricing assessment to identify pools of revenue opportunity within current customer base, drivers of pricing inconsistency, and drivers of a higher price-point
  • Found the value drivers of the market to be distinctly different for each customer segment, impacting pricing appetite and demands for the product

The deliverables:

  • null
    Product framework – core, add-ons and how this is nuanced for each type of customer
  • null
    Pricing framework to deploy – base cost, cost drivers to increase or decrease this, and how these are weighted

The results:

0
%
INCREASE
  • ACV had a consistent 50% increase 
  • Zero impact on conversion rate

What we have to say