A pricing framework for consistent prices across diverse markets.

Our client served companies of different sizes across multiple regions and industries. As the business grew, so did the range of customer requirements. The existing price list could not adequately reflect these differences. Together, we developed a pricing framework that translates relevant market differences systematically and gives sales clear guardrails for consistent pricing decisions.

The starting point

Pricing had evolved organically with the business. Regions, industries and company sizes differed significantly in their requirements and willingness to pay, but the pricing structure did not capture those differences consistently. On top of that, the value of the solution was highly individual to each customer. Sales teams handled these situations pragmatically within individual deals. As a result, there was no shared basis for differentiating prices clearly.

Services had also grown alongside the product but did not yet have a clearly defined scope and price. This made it difficult to communicate their value and monetize them consistently across different offers.

The company therefore needed more than tighter discount rules. It needed a robust pricing structure that connected market logic, customer value and sales reality.

Our approach

We followed our pricing method: first the facts, then the design, then the rules that keep it working.

Making price realization visible

We traced every deal from list price to net price and analyzed the discounts by customer segment, deal size, product and salesperson. The question was not whether the discounts were too high, but whether they followed any logic: did larger or more strategic deals receive more, or did the size of a discount depend on who negotiated it? Where discounts followed no pattern, we quantified what a consistent logic would have earned. Together with the services that went unbilled, this is where the revenue potential of 15 to 20 percent came from.

A differentiated pricing framework

Next, we rebuilt the price structure from the ground up. The framework combines a clear core offering with transparent criteria for region, industry, company size and volume. Because the value of the solution varied so much from customer to customer, we built it into the pricing logic as far as possible. The result is a hybrid pricing model: a standardized component keeps prices consistent across markets, while a value-based component reflects the individual value for each customer. This captures meaningful differences without adding unnecessary complexity. Customers can understand how their price is determined, and sales can explain differences with confidence.

Services with a price

The services became defined modules, each with its own scope and price. Where a service is still part of a deal at no charge, that is now a deliberate and visible decision.

Pricing governance

Finally, we anchored the rules that protect the new model from erosion: discount bands with clear approval levels, give-get rules (every concession requires something in return, such as a longer term, a higher volume or prepayment), a documented reason for every exception and a regular review of price realization. We developed the rules together with sales, because rules that sales does not stand behind are bypassed in the next negotiation.

The results

• 15–20% revenue potential identified: quantified lever by lever, from more consistent conditions to the systematic monetization of services.
• Service monetisation, applied consistently: every service has a clear scope and price, and every exception is a deliberate decision.
• Pricing governance in place: discount bands, approval levels and give-get rules make pricing decisions consistent and traceable.

What others can learn from it

A strong B2B pricing structure reflects meaningful market differences without turning every deal into an exception. It requires transparency about price realization, a framework for regions, industries and company sizes, and clear rules for justified exceptions. Together, these elements give sales direction and protect margins sustainably.