Lever02For software companies and investors
Pricing & Monetization
Many B2B software companies set prices once and leave them untouched for years. We survey willingness to pay per segment, rebuild pricing metric and tiers, and build expansion into the model. The effect shows in ACV and net revenue retention.
How you recognize this lever
One price for everyone
A flat plan that's identical for your smallest and your largest customer. Expansion has no place in the model.
Discounts carry the close
The list price doesn't survive negotiations because value per segment was never measured.
The price dates from the founding year
Product and customer value have grown since then, the pricing architecture hasn't.
90 days, one lever, one number
Days 1 to 15
Pricing diagnosis
Survey willingness to pay per segment, read win-loss patterns, identify candidates for the pricing metric. At the end, you see where money is left on the table.
Days 16 to 75
New pricing architecture
A pricing metric that grows with customer value. Three tiers with a clear upgrade path and a migration plan for existing customers.
Days 76 to 90
Rollout and measurement
Launch in a pilot segment, measurement on ACV and expansion, handover of pricing governance to your team.
What we work with
Documented methods with named sources. The derivation of the key metrics lives on the methods page. View the methods
Value metric pricing
Patrick Campbell, ProfitWell
The price couples to a unit that grows with customer value. That builds expansion into the model.
Van Westendorp analysis
Pricing research
Four price questions per segment make willingness to pay measurable. Pricing decisions get a data basis.
Good-Better-Best
Bessemer Venture Partners
Three tiers create self-selection and a built-in upgrade path.
What you can hold us to
ACV
Average contract value per customer per year.
Expansion share
Share of growth that comes from existing customers.
Price realization
Ratio of paid price to list price.
NRR contribution
Effect of the pricing architecture on net revenue retention.
The other levers
Lever 01
Acquisition & Sales Efficiency
Measure the chain from first contact to close, rebuild the weakest stage, cut CAC payback.
View this leverLever 03
Retention & Expansion
Couple onboarding to first success, steer cohorts by early signals, lift NRR.
View this leverLever 04
Delivery Costs & AI Productivity
Measure cost per customer, rebuild the constraint, anchor AI in the process.
View this leverWhich lever comes first?
The scaling audit ranks the four levers by impact on your most important number. In a first call, we'll check whether the task is a fit.