PwC Belgium’s Pricing Maturity Survey

Organisations are striving to unlock their full potential through pricing

Some companies are making progress to reach a higher maturity, while the majority of organisations surveyed still struggle to unlock their full potential through pricing.

Trade wars, Brexit and an overall downturn in economic growth have created challenging market dynamics over the past year. To understand the impact of these dynamics on a company’s pricing outlook and maturity, PwC launched a survey on pricing in organisations active in different industries.

The report is based on the respondents’ feedback and experience of PwC consultants on the topics covered. Is pricing thoroughly embedded in the organisation and considered one of the most important levers for profitability? Or is it considered a one-off that needs to happen whenever there’s a product launch or when there are customer changes (e.g. changes in preferences)?

 Our study shows that companies have to be strong in five main areas to achieve successful pricing: strategy, processes, reporting, technology and organisation.

Pricing is important, but maturity is missing

To achieve successful pricing, companies have to be strong in five main areas:

1/ Strategy

Product and/or customer strategy needs to truly reflect customers’ needs. Are your products and/or services focused on delivering value and priced accordingly?

2/ Processes

Need to be effective and efficient in offering the right prices for your products and/or services to the right customers. Are your sales teams able to execute these processes properly?

3/ Reporting

Information about your customers, price levels, products, etc. has to be continuously monitored. What decisions are supported by the available data?

4/ Technology

Support via the appropriate tools to serve your customers throughout the entire lead-to-cash flow facilitates the price realisation processes. How are these tools integrated?

5/ Organisation

Pricing should be embedded in your organisation and considered a top priority, with clear roles and responsibilities assigned. Is it enforced by leadership?

Pricing maturity assessment: For each of the domains mentioned above a score was given to indicate the maturity in each area, with one (1) being the most basic score and four (4) being the most advanced.

For each of the domains mentioned above a score was given to indicate the maturity in each area,
with one (1) being the most basic score and four (4) being the most advanced.

What are the next steps to achieve pricing maturity?

For organisations looking to take the next step in their pricing maturity, it’s important to first identify opportunities in the main areas of improvement: strategy, processes, reporting, technology and organisation, and gradually grow from there.

Once the current capabilities are assessed, companies can start improving on pricing. How, exactly, can they do this? 

Find out in our report and contact us for insightful recommendations.

Contact us

Peter Vermeire

Partner, PwC Belgium

Tel: +32 049 351 8728

Bart Brusselmans

Director, PwC Belgium

Tel: +32 485 88 13 56

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