Module · Layer 3 · Pricing
You can't tell where margin is leaking.
Pricing operationalises the value frame Value Proposition defines. It is not a standalone optimisation — it is the extraction motion that converts a sharpened value frame into realised margin.
Outcome · Where margin is leaking — by lever
Current realised price → tier restructure + discount discipline + bundle redesign → target.
- +1-3 ppts margin
- Realisation gap closure across discounting, tier structure, and bundle composition.
- +3-7 ppts on top quartile
- Where pricing realisation lags WtP capture by the widest margin.
- 4 detail canvases
- Waterfall · Discount Discipline · Tier Structure · Realisation Gaps — each lever-tagged and confidence-flagged.
Ranges illustrative — your audit returns the bridge specific to your business.
What moves the number
Bidirectional patterns, four canvases.
Bidirectional pricing patterns
Both sides of the optimisation surface — over-priced commodity-adjacent SKUs that drive revenue loss and under-priced spec-in / aftermarket SKUs that leave margin behind. Lever-tagged in both directions.
Waterfall canvas
List-to-pocket waterfall by segment and SKU class. Surfaces every step where realisation drops away from list — and which steps are policy-driven versus field-discretion-driven.
Discount Discipline canvas
Approval-gate fire rate by deal size band. Surfaces field-override behaviour, threshold drift, and the deals where discount discipline is meaningfully different from policy.
Tier Structure + Realisation Gaps canvases
Tier composition against segment WtP fit; gap analysis surfaces where bundle redesign or tier re-cut would close a meaningful realisation gap with low risk to volume.
Methodology
Bidirectional EBITDA optimisation.
- Why bidirectional, not leakage detection?
- Single-direction leakage detection misses the over-priced cases that suppress volume and the segment-mix-driven margin opportunities. Bidirectional surfaces both sides — under-priced realisation gaps AND over-priced volume drag — with EBITDA-optimal recommendations on each.
- How does the value frame Value Proposition defines bound the recommendation?
- WtP segment posteriors set the upper-bound; the pricing recommendation cannot exceed segment-WtP without a value-component change in VP. The frame is set upstream; Pricing operationalises within it.
- How is realisation-gap confidence flagged?
- Each gap carries a confidence band derived from data depth — discount-data coverage, win/loss data, comparable-deal benchmarks. Low-confidence gaps surface as hypotheses-to-validate, not as commitments.
Find your pricing leaks.
5 minutes. €0. Returns your pricing waterfall, the discount-gate slippage your CRM is hiding, and the under-priced realisation gaps your top quartile is leaving on the table.