Gain Market Share and Expand Margins with Pricing & Packaging.
Data-driven pricing and packaging strategies empower CEOs, boards, and investors to boost margins, expand market share, and build scalable, capital-efficient models for lasting growth—even in volatile markets.
Pricing isn’t just a number—it’s the foundation of business strategy, revealing what customers value and are truly willing to pay for.
In a landscape shaped by M&A, roll-ups, divestments, and rapid new product development and launches, companies must constantly adjust pricing strategies to respond strategically to competitors gaining market share and evolving buyer expectations.
Research shows most organizations inflate willingness to pay due to cognitive biases like the endowment effect (overvaluing items we own) and proxy decision making (assuming buyers are more risk tolerant or affluent than they really are).
Even with strong customer experience, businesses need actionable, scalable customer insights powered by data to uncover genuine buyer behavior—not assumptions.
Why pricing matters
We empower leadership teams to:
Prioritize and monetize genuine customer value for sustainable revenue growth
Optimize capital-efficient, high-return business models designed to scale profitably
Adapt confidently to dynamic markets with data-driven, evidence-based insights
Leverage critical inflection points—such as roll-ups, divestments, acquisitions, and new product launches—where sharp market intelligence validates strategy and unlocks growth opportunities
Focus intensely on buyers and segments with the highest willingness to pay, maximizing valuation and long-term business impact
What we do
Customer-led insight: Precisely quantify buyer wants and willingness to pay, correcting overestimation biases.
Targeted segmentation: Adapt swiftly as markets evolve and buyer priorities shift.
Evidence-based validation: Continuously refine product-market-price alignment.
Business model design: Tailor subscription, usage-based, or other models that balance customer value and profitability.
Packaging & bundling: Enhance deal size and customer retention.
Deal killers: Identify and remove pricing or packaging barriers that slow deal closure.
Portfolio strategy: Sequence, bundle, and monetize offers across products, brands, or portfolio companies to maximize lifetime customer value and enterprise value.
What we Offer
We love to collaborate with mavericks, underdogs, and risk takers—dynamic, curious executive teams who trust data and value insights that challenge assumptions. Together, we question fundamentals to unlock growth levers and margin expansion.
Our clients—CEOs, boards, and investors—appreciate our straightforward, no-nonsense voice. We strip away jargon and hype, focusing instead on evidence, measurable returns, and precision execution.
Who we work best with.
Explore our pricing & GTM Limited series.
Starter guide for pricing newcomers
The crucial role of validating customer-defined value
Why poor messaging undermines pricing
How pricing clarifies & fixes market positioning problems
Signs you’re undercharging
Permission structures to shift customer behavior
Tactics for effective price increases
How it works.
Optimize business models based on customer needs, value, and willingness to pay to achieve confident growth.
Monetization Playbook
Identify true pricing power. Pinpoint segments and value drivers that move the needle. Increase margins and reduce churn with processes built for board scrutiny and investor rigor.
Multi-Product Playbook
Expand your share of wallet. Identify upsell/cross-sell levers across brands or products. Turn insight into scalable, recurring revenue streams.
Key questions we Help Answer
Who values your offerings most and is willing to pay a premium?
Which pricing models deliver the optimal balance of profit and customer value?
How can you bundle and sequence offers to rapidly grow market share?
What are the deal blockers and how can you eliminate them effectively?
How do you maximize share of wallet among your best customers?
What is the ideal sequencing of offers to drive sustained growth?
Go-to-Market Strategy: Turn Pricing Insight into Scalable Growth
Today’s buyers aren’t waiting for a sales pitch—over 70% of the purchase journey is complete before sales ever gets involved. That’s why we integrate pricing and packaging insights into a modern, data-driven go-to-market (GTM) strategy built for how customers actually buy.
We help leadership teams convert customer value into revenue by aligning pricing, positioning, and messaging across the entire GTM motion.
Buyer-led segmentation: Go beyond rigid personas and broad industries to identify customers through real behaviors, psychographics, and priorities. Because product–market–pricing fit evolves, we track shifting buyer needs, competitor moves, and product maturity.
Value-based messaging: Use pricing insights to build differentiated narratives that resonate with target segments. Your messaging and value propositions matter as much as your pricing data—without clarity, pricing power erodes.
Cohesion: Align roles, incentives, and compensation with both pricing objectives and revenue/retention goals. Cohesion ensures execution doesn’t break strategy.
Buyer journey optimization: Reduce friction by designing workflows and KPIs around the customer’s buying process—not outdated sales funnels. Free your executives from wasting time on low-potential leads.
When you align what buyers truly value with how your teams sell, you generate stronger pipelines, accelerate conversions, and achieve scalable, profitable growth.
Frequently asked questions
Why should pricing be a top priority?
Pricing is more than just setting price points or competing on cost; it confirms what customers truly need, value, and will pay for. Strategic pricing research solves crucial challenges in fundraising, customer retention, and competitive positioning. It helps identify actionable segments, build better packages, remove irrelevant features, and adapt with business growth and market shifts—ultimately protecting margins and increasing shareholder value.
What are the benefits of pricing research?
Effective pricing research sharpens customer segmentation, improves packaging, validates positioning, tests business models, and aligns go-to-market teams. This leads to faster sales cycles, reduced discounting, expanded margins, and product roadmaps based on real value, enhancing investor confidence.
Why do organizations commonly overestimate customers’ willingness to pay?
Cognitive biases such as the endowment effect (overvaluing owned products) and proxy decision making (assuming buyers are more risk tolerant or affluent) skew pricing assumptions. These distortions cause mispricing and market misalignment, highlighting the need for scalable, objective customer insights and robust data validation (Matthews 2023).
How can cognitive biases impact pricing decisions and business performance?
Biases lead to overestimating demand elasticity and undervaluing key segments, constraining margin growth and market share expansion. Robust pricing requires first-principles thinking and empirical validation to sharpen accuracy and sustain competitive advantage.
Which value or business models do you recommend?
We recommend tailoring value models like subscription, usage-based, bundled, or transactional models to each segment’s value perception. One size never fits all—occasional buyers may prefer transactional pricing while top clients could benefit from volume-based contracts. Thoughtful sequencing and bundling maximize share-of-wallet and customer lifetime value.
What pricing models should you consider?
Explore subscriptions, seat-based, transactional, freemium, pay-as-you-go, or usage-based models. Testing multiple pricing structures aligned with customer values is essential. For example, Slack charges by users, not message volume, reflecting true customer value.
How do customers define value?
Value reflects benefits that align with critical business goals: reducing costs, saving time, mitigating risk, and building trust. It differs by segment and evolves over time, focusing primarily on client objectives rather than features.
How do you identify and use segments?
True segmentation groups customers by verified needs, attitudes, and willingness to pay—distinct from broad personas or ICPs. Focusing on high-ROI segments and tailoring pricing accordingly boosts win rates and margins.
What are the most common pricing and packaging mistakes in product-led growth (PLG) businesses?
PLG companies often fail by ignoring fine pricing differentiation, overlooking willingness-to-pay variability, applying one-size-fits-all packaging, and missing strong pricing communication. Success requires granular segmentation, dynamic packaging, and continuous price validation backed by customers.
How important is continuous validation of product-market-pricing fit?
Continuous validation is crucial. Shifting customer preferences and competitive landscapes demand frequent pricing reviews. Static models increase churn and margin erosion while agile pricing frameworks drive sustainable growth.
How can pricing insights drive scalable growth in go-to-market strategy?
Over 70% of the buyer journey happens before sales engagement today. Integrating pricing and packaging insight into go-to-market strategy aligns sales, marketing messaging, buyer journeys, and incentives—enhancing pipeline and conversions profitably.
How does your approach optimize go-to-market strategy?
We design data-driven GTM frameworks that restructure sales roles, marketing content, buyer engagement, and compensation plans—building a unified revenue engine capable of executing against complex, modern buyer expectations.
What are effective strategies to raise prices without alienating customers?
Price increases must be surgical and data-driven. Blanket hikes cause churn. Identify who underpays or overpays, and tie increases to clearly valued product improvements.
How do you uncover and remove “deal killers”?
“Deal killers” are pricing or packaging elements perceived as blockers by certain segments. Strategic segmentation helps identify and remove these obstacles, accelerating sales without diluting value.
Who should own pricing strategy?
Pricing leadership is a cross-functional imperative led by the CEO and board, with dedicated involvement from product, marketing, finance, sales, and customer success. This coordination improves pricing discipline, discount control, and roadmap focus.
How do you implement pricing research insights?
Leverage research to redesign business models, align go-to-market teams, update sales contracts and quotas, and sharpen segmentation. Prioritize continuous testing, effective communication, and value delivery for sustained impact.
What pricing research methods work best?
Use a mix of qualitative interviews and quantitative techniques—Van Westendorp, Gabor Granger, MaxDiff, and Conjoint analysis—to generate unbiased, actionable customer value insights. Typically, robust results appear within 8 to 12 weeks.
What is buyer-led segmentation and why is it important?
Buyer-led segmentation focuses on authentic behaviors, pain points, and evolving priorities beyond surface demographics. Ongoing refinement ensures tight alignment between customer needs and pricing strategies.
How does value-based messaging shape go-to-market success?
Pricing intelligence enables compelling, segment-specific messaging that boosts engagement, lifts sales velocity, and amplifies competitive differentiation.
Why align go-to-market organizational design with pricing and revenue goals?
Aligning team roles, incentives, and KPIs with pricing objectives ensures cohesive execution that drives revenue and retention seamlessly.
What role do frictionless sales journeys play in go-to-market strategy?
Simplified, customer-focused sales workflows reduce buyer friction, improve pipeline velocity, and increase conversion rates.
How can aligning customer value with sales execution boost pipeline and profitability?
When sales strategies mirror true customer value drivers, pipelines strengthen, conversion rates rise, and profitability improves sustainably.