PRICING AS A WEAPON

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.

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:

The results:

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