Software, Internet, Tech

Company Profile

  • Provider of talent management software
  • Strong presence in Europe
  • Revenues: Approx. €10m p.a.
  • Very strong revenue growth: 40% p.a.

Situation and Objectives

  • Low sales conversion (around 10%) in highly competitive pitches
  • Price is key reason for lost pitches
  • High number of drop-outs early in the sales process


  • Interviewed customers to derive relevant value drivers
  • Derived key factors that differentiate various versions of an offer (“good-better-best”)
  • Provided sales force with ways to explore customer-specific value drivers, competition, and willingness to pay during sales process
  • Developed tool enabling sales force to create customer-specific offers and prices


  • New offering strategy (“versioning”)
  • Upsell path into much higher-value tickets via consulting services
  • Customer-centric offer design and pricing
  • Monitoring of individual deals


  • Increased conversion
  • Increased ticket size