Situation/Objectives: An IT software vendor has grown quickly and competes in a highly competitive market. Their product line and pricing structures are complex – licenses, maintenance, services – and have expanded in recent years. Cloud computing, or SaaS (Software as a Service) is changing the nature of the marketplace. The company wants an objective evaluation of their pricing and value proposition, and recommendations to improve it.
Action: PMI conducts a benchmark review of all competitors’ pricing structures. PMI then conducts over 40 one-on-one interviews among all audiences involved with, or affected by, pricing. This includes internal departments – Sales, Sales Engineering, and Finance – as well as Current, Lost or Former, and Prospective Customers.
Results: PMI identifies many opportunities to rationalize the product line, improve the positioning and pricing between line items, and to re-capture revenue ‘left on the table.’ Several recommendations are immediately put into test, and other price-related combinations will be tested via conjoint pricing analysis.