Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing

        Stephen Hurrell's Analyst Perspectives

        << Back to Blog Index

        Pricefx Optimizes Pricing for Profits

        Traditionally, price management and optimization have been contained to certain industries, such as large-scale manufacturing and chemicals. Those industries involve potentially tens of thousands of stock-keeping units (SKUs) covering a wide variety of products and price points. For many organizations, pricing systems are “cost plus” or “follow the leader,” not typically designed to invoke optimization but rather just move pricing along. Price management is often seen as a complex, arduous task that yields small returns for the effort it dictates, and not a strategic lever.

        VR_2021_Rev_Management_Assertion_4_Square (2)However, competitive needs, multichannel sales and different costs of customer acquisition are forcing organizations to rethink this angle. Recent advances in the collection, collation and analysis of data have made pricing optimization a more practical proposition for a wider range of organizations. As certain business models shift — like the rise of the subscription economy and multichannel selling — vendors like Pricefx are creating “fast-start” data models for pricing optimization. These systems remove the complexity of setting up a pricing optimization platform, making them a prudent investment in any organization. Yet, it’s my assertion that by 2025, fewer than 1 in 10 organizations will have pricing optimization applications integrated with configure, price, quote applications to help optimize revenue potential.

        Pricefx is a SaaS vendor specializing in cloud pricing optimization, management and CPQ. Its platform is divided into three areas: Plan, Price, Profit.

          • The “plan” portion helps identify optimal margins and pricing opportunities.
          • The “price” capability offers artificial intelligence-powered optimal price-setting and price-management tools.
          • The “profit” applications include CPQ, AI-powered pricing simulations and calculations as well as deployment via CPQ and centrally managed standard pricing.

        Pricefx focuses on quick and easy implementation. The vendor calls its activation packages Lightning activation, which includes a full suite of standard pricing analytics, management and CPQ, all designed to go live in 14 weeks. The platform is designed around pre-built data models that use connectors to an organization’s data, which explains the speedy implementation process.

        This has been a busy year for Pricefx. The vendor completed an acquisition of Brennus Analytics, a French start-up that offers a fully configurable AI technology that provides complex optimization capabilities. Pricefx also added PriceFXPlasma benchmarking to its platform, which provides industry-level benchmarking to business-to-business enterprises, powered by global management consulting firm Bain & Company. This gives customers the ability to identify insights and measure performance against other organizations in the market. The vendor also announced an increased focus on delivering the shortest time to value through fast-start implementation.

        Pricing optimization is now important for all organizations, not just specific industries. An example is the rise of the subscription billing model, once also a complex process but now table stakes in the software industry. From enterprise subscription usage to consumer entertainment bundling, many products and services require multichannel price optimization which need to be analyzed and calculated quickly in order to increase revenue and be successful.

        Organizations moving to or already using some form of subscription economy should consider Pricefx to optimize pricing systems. Pricefx’s fast-start implementation is a key selling point and is designed to increase revenue and optimize revenue growth. Pricefx has made large leaps in the past year to bring quick and easy value to its customers and has also shown that price optimization is not just for specific industries but rather every corner of the digital market.

        For further reading on pricing optimization, check out the Analyst Perspective: Pricing Optimization Software Helps Maximize Revenue.


        Stephen Hurrell


        Stephen Hurrell
        Director of Research, Office of Revenue

        Stephen Hurrell leads the Office of Revenue software research and advisory expertise at Ventana Research, now part of ISG and guides leaders in the applications and technology for buying and selling products and services to maximize revenue. His topics of coverage include digital commerce, partner management, revenue management, sales engagement, revenue performance management and subscription management.


        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to

        View Policy

        Subscribe to Email Updates

        Posts by Topic

        see all

        Analyst Perspectives Archive

        See All