Willingness to Pay: How to Measure What Customers Will Actually Pay
This guide outlines six methods for estimating willingness to pay and the governance needed to translate these estimates into effective pricing decisions. Many companies set
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Discover how Revology Analytics propels mid-market businesses to sustainable, profitable growth by building advanced, in-house Revenue Growth Analytics & Management (RGM) capabilities—fast.
Our senior expert-led, hands-on approach ensures you own the tools, insights, strategy and processes needed to thrive long-term.
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Gain exclusive access to the latest insights from over 150 commercial leaders on the state of Revenue Growth Analytics in 2025, based on our expanded Revenue Growth Analytics Maturity Scorecard™.
Access our comprehensive advisory services, where Pricing and Revenue Growth Management transformations are at the core.
We also specialize in Sales & Marketing AI Enablement and Commercial Analytics transformations. In 90–120 days, our senior practitioners embed advanced solutions, equipping organizations with enduring, in-house growth engines that drive measurable results.
We would love to hear from you.
Let’s chat!
Discover how Revology Analytics propels mid-market businesses to sustainable, profitable growth by building advanced, in-house Revenue Growth Analytics & Management (RGM) capabilities—fast.
Our senior expert-led, hands-on approach ensures you own the tools, insights, strategy and processes needed to thrive long-term.
We would love to hear from you.
Let’s chat!
Explore Revology Analytics’ curated thought leadership on various Revenue Growth Analytics and Management topics.
Our case studies, white papers, webinars, and toolkits illuminate best practices and emerging trends. Gain actionable insights to refine your holistic Revenue Growth Management strategies and capabilities, fueling sustainable, profit-focused decisions across your organization.
We would love to hear from you.
Let’s chat!
Discover how Revology Analytics propels mid-market businesses to sustainable, profitable growth by building advanced, in-house Revenue Growth Analytics & Management (RGM) capabilities—fast.
Our senior expert-led, hands-on approach ensures you own the tools, insights, strategy and processes needed to thrive long-term.
We would love to hear from you.
Let’s chat!
Gain exclusive access to the latest insights from over 150 commercial leaders on the state of Revenue Growth Analytics in 2025, based on our expanded Revenue Growth Analytics Maturity Scorecard™.
Access our comprehensive advisory services, where Pricing and Revenue Growth Management transformations are at the core.
We also specialize in Sales & Marketing AI Enablement and Commercial Analytics transformations. In 90–120 days, our senior practitioners embed advanced solutions, equipping organizations with enduring, in-house growth engines that drive measurable results.
We would love to hear from you.
Let’s chat!
Discover how Revology Analytics propels mid-market businesses to sustainable, profitable growth by building advanced, in-house Revenue Growth Analytics & Management (RGM) capabilities—fast.
Our senior expert-led, hands-on approach ensures you own the tools, insights, strategy and processes needed to thrive long-term.
We would love to hear from you.
Let’s chat!
Explore Revology Analytics’ curated thought leadership on various Revenue Growth Analytics and Management topics.
Our case studies, white papers, webinars, and toolkits illuminate best practices and emerging trends. Gain actionable insights to refine your holistic Revenue Growth Management strategies and capabilities, fueling sustainable, profit-focused decisions across your organization.
We would love to hear from you.
Let’s chat!
Most pricing consultancies hand you a deck and a spreadsheet. Most pricing software vendors hand you a license and a renewal cycle. Revology does neither. We are an end-to-end Pricing & Revenue Growth Management advisory firm. Commercial analytics transformation and sales & marketing AI enablement are the capability layers effective RGM runs on, so we build all three to work as one system instead of selling them as separate service lines.
We co-design the strategy, governance, and operating cadence alongside the people who will run them, and we use AI as a strategic enabler throughout: price-list rationalization, price-pack architecture, promotion and trade effectiveness, channel margin defense, dynamic pricing, elasticity modeling, and agentic AI where the use case genuinely calls for it. We are former pricing, RGM, finance, and commercial operators, not career consultants, so the work is built to run in the real world. For mid-market companies ($100M–$2B), that means a pricing operating system your team co-builds, owns, and runs. Typical year-one recovery is 200–400 bps of gross profit, with 4–6% gross margin recovery on B2B channel pricing when the waterfall is in scope.
Everything Revology does is Pricing & Revenue Growth Management. We deliver it through three disciplines that most firms sell separately, and that only produce durable profit when they are built together. Every engagement moves through the same three layers, whatever the entry point: the Strategy & Governance that set your pricing path, the Analytics & AI Capabilities that power the decisions, and the Adoption & Execution that makes the new behavior permanent.
Revology’s flagship discipline, and what we are best known for. We co-design end-to-end pricing and RGM transformation with your commercial team: pricing strategy, monetization, price-pack architecture, promotion and trade effectiveness, channel margin, and governance. We also build the analytics and AI capabilities that operationalize every decision. 90–120 day engagements; 200–400 bps typical year-one gross profit improvement.
The demand-side discipline of the practice. Pricing captures value; your sales and marketing engine creates the volume to capture it from. We co-design and deploy AI for segmentation, churn prediction, upsell and cross-sell optimization, and marketing mix modeling, embedded inside your CRM, marketing automation, and data stack so your team closes faster and spends smarter.
The foundation discipline of the practice. We architect the unified data platform, automated reporting, and AI-powered commercial intelligence that every pricing, promotion, and growth decision runs on, co-designed alongside your finance, strategy, and commercial teams so CFOs get real-time margin visibility instead of month-old spreadsheets.
Strategy & Governance. We start with the decisions: pricing strategy, monetization, promotion guardrails, channel policy, decision rights, and the governance cadence your leaders will run.
Analytics & AI Capabilities. We build the engines inside your stack, with your team writing code alongside our partners: elasticity models, promo ROI, channel margin analytics, pricing agents, and the data backbone.
Adoption & Execution. We drive the change management, train your team, and hand over the operating rituals. The capability is stood up in 90–120 days; the year-one profit comes from your team running it.
Each discipline can be scoped standalone. Every build is designed so the next layer clicks in.
At Revology Analytics, we are dedicated to helping mid-market and global companies boost their revenues and profits. Here’s what sets us apart:
Our commitment to up-leveling your business goes far deeper than suggestions in a fancy PowerPoint presentation. Our revenue growth management and data science executives bring real-world experience across retail, manufacturing, and distribution industries. We’re experts at the intersection of Revenue Growth Management and AI/ML — and in translating that expertise into actionable acceleration strategies.
Start by measuring your company’s revenue analytics capabilities with our free scorecard assessment. Then, contact us, and we’ll help turn your areas of opportunity into strengths.
Eliminate margin leaks, inconsistent discounting, and missed cross-sell/up-sell opportunities:
Our holistic Pricing & Revenue Growth Management advisory and AI/ML-driven Sales & Marketing Enablement empower mid-market firms to build in-house capabilities and drive faster, more sustainable profitability.
Strategic highlights backed by real data. High-impact insights, hand-picked for growth.
In an industry that moves this fast, staying informed isn’t just an advantage—it’s a necessity. Our latest whitepapers break down complex trends into actionable strategies, giving you the data-backed clarity you need to lead your next project with confidence.
This 3-minute quiz highlights your company’s strengths and weaknesses in revenue analytics.
Want to augment your Revenue Growth Analytics capabilities to be industry best-in-class? Take the Scorecard.
Unlock actionable insights and strategic approaches with our comprehensive guide. Learn how to optimize Profits and Car Count for auto service, repair, and tire retailers through smart pricing and advanced revenue management techniques.
Gain exclusive access to the latest insights from over 150 commercial leaders on the state of Revenue Growth Analytics in 2025, based on our expanded Revenue Growth Analytics Maturity Scorecard™.
This year’s research moves beyond Pricing and Revenue Management capability scores to reveal why so many companies get stuck, highlighting the key strategic factors that unlock higher performance.
The 2025 Revenue Growth Analytics Maturity Report brings you an actionable deep dive into crucial Revenue Growth Analytics capabilities. In this year’s report, we’ve introduced new sections on how companies leverage AI and expanded our research to cover four core analytics categories.
Discover the associated maturity levels across various industries and company sizes for these key pillars of growth:
A Pricing & RGM Analytics Navigator Your Team Owns — Six Modules, One GL-Reconciled Foundation, and the Agent Layer That
PRISM: A Reproducible Framework for Systematic Pharma Pricing — Product Equivalence, Right-to-Price, Pack Architecture, and Elasticity-Based Optimization Every global pharma
Elevate Your Pricing Strategy: Understand and Quantify Customer Price Sensitivities Companies that understand granular customer price sensitivities drive greater operating
A Pricing & RGM Analytics Navigator Your Team Owns — Six Modules, One GL-Reconciled Foundation, and the Agent Layer That
PRISM: A Reproducible Framework for Systematic Pharma Pricing — Product Equivalence, Right-to-Price, Pack Architecture, and Elasticity-Based Optimization Every global pharma
Elevate Your Pricing Strategy: Understand and Quantify Customer Price Sensitivities Companies that understand granular customer price sensitivities drive greater operating
We treat capability transfer as a curriculum, not a handoff meeting. Our training programs, led by the same practitioners who run the engagements, certify your team to run pricing analytics, customer analytics, and the AI workflows that automate both. New for 2026: the AI-Enabled Commercial Analytics & Automation program, which teaches your team to build analytics and automation with Claude and OpenAI the way Revology itself operates.
Have a Revenue Growth Analytics pain point, a question, or a content suggestion?
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This guide outlines six methods for estimating willingness to pay and the governance needed to translate these estimates into effective pricing decisions. Many companies set
Some companies are already using AI well. But most mid-market Manufacturers and Distributors are not. A lot of what’s out there is either theory or built for teams with data scientists and a big software budget, so plenty of commercial teams are stuck, knowing they should do more with AI but not knowing where to start.
How data brokers and identity graphs quietly set personalized prices: what the evidence proves, what it doesn’t, and how pricing leaders should govern the risk.
A Pricing & RGM Analytics Navigator Your Team Owns — Six Modules, One GL-Reconciled Foundation, and the Agent Layer That Follows Most CPG Pricing and
A pharma pricing analytics engine is a governed decision-support system that integrates transaction, contract, channel, market, macroeconomic, regulatory, and competitive data to improve price setting,
This manual is designed for CEOs, CFOs, CCOs, Pricing and RGM leaders, and commercial analytics teams at mid-market CPG manufacturers. It outlines six decision modules,
Revology Analytics is an end-to-end Pricing and Revenue Growth Management advisory firm for mid-market companies, independently ranked #1 for mid-market pricing & RGM consulting. One practice, three disciplines: Pricing & RGM advisory (strategy, monetization, promotion and trade, channel margin, governance), Commercial Analytics Transformation (the unified data and analytics foundation), and Sales & Marketing AI Enablement (the AI decision systems that carry decisions to market). We co-design all three with your commercial team, use AI as a strategic enabler throughout, including agentic AI where the use case genuinely fits, and transfer the capability through hands-on training. The IP, models, and operating cadence stay with the client when we leave.
Centered on proven best practices, Revology Analytics® provides Revenue Growth Analytics advisory services and thought leadership, driving profitable revenue growth for middle-market companies.
Over 225 companies took our scorecard to improve their Revenue Growth Analytics & Management capabilities.
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