Pricing & packaging redesign
The core engagement. Willingness-to-pay research, segmentation, tier architecture and a price card v2 your sales team can defend, delivered over 12 to 16 weeks.
Moves ARPU · win rate · realised price
Services
Four ways into the same practice.
Everything below runs on PROFIT+, a structured framework that ties every pricing decision to a number your board already tracks and grounds it in research on what your buyers will actually pay.
AI monetisation
Pricing the value your AI delivers rather than the seats it replaces. Value metrics, credit and consumption architecture, hybrid models and outcome pricing where the data supports it.
Moves AI revenue line · NRR · gross margin
Discount governance & realised price
Tiered discount authority, CPQ guardrails and a monthly realised-versus-list read with an owner. The fastest fix for the leak nobody tracks.
Moves Realised price · margin · forecast variance
Pricing enablement
Value-conversation playbooks, ROI tooling and comp alignment so the strategy survives contact with the pipeline. A pricing strategy that lives only in a deck is an expense.
Moves Win rate · discount rate · NRR
The method
The PROFIT+ framework.
Six steps, run as a loop centred on your business goals, so pricing keeps improving after the engagement ends. Each step ties to a metric your board already tracks: that is the plus.
P
Position
Align pricing to your growth strategy, ICP and differentiation.
Ties to ARR · market share
R
Research
Measure willingness to pay and map competitor white space. Replace “we think” with “we know”.
Ties to WTP data · segmentation
O
Optimise
Design packaging and metrics around value drivers, then stress-test them.
Ties to ARPU · conversion
F
Fuel
Equip sales and CS to defend value instead of reaching for the discount, with incentives aligned to expansion.
Ties to Win rate · NRR
I
Implement
Deploy governance, discount guardrails and a pricing cadence into your GTM motion.
Ties to Realised price · margin
T
Track
Monitor the KPIs that matter and feed the learning back into the next cycle.
Ties to NRR · CAC:LTV · ARPU
How it runs
12 to 16 weeks, four phases, one owner.
01 Weeks 1–3
Diagnosis
Where margin is leaking. Where seats are eroding. Where AI value isn't being captured. Discount approvals, NRR cohorts, AI consumption versus billing.
Deliverable One-page leak map
02 Weeks 3–10
Redesign
Packaging, tiers, willingness-to-pay by segment. The structural choice between seats, credits and outcomes.
Deliverable Price card v2 + packaging logic
03 Weeks 10–12
Enablement
The value-conversation playbook and ROI tooling the revenue team will actually use.
Deliverable Sales-ready playbook & ROI tooling
04 Week 12 →
Compounding
New pricing live, sales-enabled, monitored. A quarterly expansion motion tied to the value metric.
Deliverable Quarterly review + iteration
Before you book
What happens after you book.
The first conversation is built to produce something useful whether or not an engagement follows.
- The call
Thirty minutes, no deck, no pitch. Bring your price card.
- A leak map
A one-page read on your commercial architecture, within a week.
- A proposal, only if there is something worth doing
Plenty of these conversations end at step two.
Take the pricing scorecard Not ready to talk? Start with the scorecard.
Ready to price what the AI actually does.
Thirty minutes. Bring your current price card and a quarter of pricing-related sales notes. You leave with a clear view of where the revenue is leaking and the two or three moves most likely to close the gap fastest.
Pricing norms in agentic AI are being set right now, by whoever moves first and gets it roughly right. The companies that cannot iterate on pricing through 2026 will spend the next five years negotiating against anchors somebody else chose. This is the part that does not wait.
Not ready for a call? Start with the scorecard: the same four areas in five minutes, and the results give the call a concrete agenda when you are.
What happens next
- The call.
Thirty minutes, no deck, no pitch.
- A leak map.
A one-page read on your commercial architecture, within a week.
- A proposal, only if there is something worth doing.
Plenty of these conversations end at step two.