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Pricing & Commercial Excellence

Pricing is often overlooked, rarely simple and always powerful. An optimized, data-driven pricing strategy doesn’t just drive revenue – it creates immediate and lasting commercial value. Whether you’re launching a new product or service, evolving your current pricing approach or exploring whether you need a dedicated pricing function, we adapt to your context. No two challenges are alike. We push past the obvious to uncover pricing opportunities that deliver real, measurable impact.

We help our clients

Pricing issues rarely sit in one place. We help teams clarify ownership, align across functions, and build the skills and structures to make pricing work every day.
Whether launching new products, shifting to a subscription model, or monetizing AI features, we support clients in monetizing new offers and rethinking existing ones, ensuring pricing decisions are clear, defensible and growth focused.
From discounting frameworks and commercial policies to value-based account strategies, we bring rigor to negotiations, clarity to customer pricing and reduce pricing leaks.
We support teams in using the data they already have, whether that’s simulating scenarios, spotting outliers or measuring pricing power, to drive faster, smarter action.

Case Studies

Expertise in action

Enterprise pricing assessment

How did competitor benchmarking de-risk a critical pricing decision?

A technology business launching a major platform needed to set the right price the first time, with limited opportunities and a high cost of sale. CIL combined competitor benchmarking with customer insights to define optimal positioning and target segments. The result gave leadership confidence to capture value from day one without risking competitiveness.

Exit-ready data consolidation

How did fast customer insight give an education business the clarity to sharpen pricing before scaling?

An education business wanted to refine its pricing approach ahead of a critical period of growth. CIL launched a customer survey within days and to quickly get to the heart of the data. Within two weeks, CIL made precise price recommendations, optimizing the client’s positioning, and simultaneously identified the best response to emerging competitive threats.

Pricing headroom analysis

How did a healthcare business uncover pricing headroom, despite fears it had already hit the ceiling?

A healthcare business engaged CIL to explore pricing potential in its animal health division, amid concerns that prices had already reached their limit. CIL ran two targeted pricing surveys, revealing clear headroom in one service line while confirming that another was already well-positioned. Set against competitive trends, the results gave leadership confidence to invest, with a clear, data-backed path to profitable growth.

Restoring pricing control

How did a distributor improve margins by changing local pricing behavior?

A multi-site distributor needed to change local pricing behaviors and stop price leakage. CIL replaced existing business intelligence tools with a tailored Tableau dashboard that gave branch and product managers clear visibility into how pricing affected gross profit. This transparency improved margins by 11% in the eight weeks post-implementation compared to the same period the previous year.

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Data-led pricing optimization

What does it take for a business services provider to raise prices without losing customers?

A business services provider wanted to optimize pricing to drive long-term value. CIL spoke to more than 140 customers, tested pricing in the market, and performed CRM cohort analysis to identify opportunities. The outcome: a 16% price increase, achieved without reducing conversion rates or increasing churn.

The pricing conversation too few are having

Senior Partner, Alex Marshall, and Pricing Partner, Patric Kirchner, explore why pricing has such a big impact on results, and what it really takes to get it right.

Watch more of the conversation

Services

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Monetization strategy

Price should reflect the value you create. We help businesses connect pricing to customer needs – shaping the right model, positioning innovations, or monetizing new offerings like AI. When price pressure is high, we focus on growing perceived value, not cutting margins.

Gross to Net optimization

Discounts, rebates and incentives shape your real price – but often without clear visibility. We help you understand where spend is going, identify leakage, and align commercial policies with profit. The result: stronger margins, smarter customer investment and better decisions.

Pricing capability & governance

We help businesses build pricing strength at every level. That starts with the tools, processes and skills that shape day to day decisions, and extends to the governance leaders need to steer pricing with confidence. We design clear reporting, price volume visibility and decision frameworks that help teams act faster and stay aligned. Whether pricing is center led or locally driven, we define what good looks like and how to run it well, giving leaders the clarity to track performance, guide investment and shape ambition.

Board of directors discussing pricing strategy

Pricing discovery

We help clients systematically assess and validate their organization’s pricing power. The outcome: a quantified value-upside, prioritized improvement areas and actionable quick wins. We analyze market dynamics and internal capabilities, applying proven frameworks and advanced analytics to deliver fast, robust insights - ready to inform your next board discussion or investment decision.

Sales force effectiveness

We help sales teams focus on what works, clarifying roles, streamlining processes, and aligning incentives. With practical tools and real time insight, we close performance gaps and support better customer conversations. We also help build account-specific strategies, so you can protect margin, build trust, and grow with your most important partners.