Would you say no to a 23 percent revenue increase?
Most companies already are, simply because they are not treating pricing as a strategic capability. Pricing is still seen as an annual adjustment to stay ahead of inflation, while the real profit drivers are left untouched. Manufacturers who understand the potential of strategic pricing combined with CPQ tools are capturing significantly higher margins and achieving consistent growth.
The real surprise is that when companies assess their own potential revenue increase from pricing, the number jumps from the typical 5 percent consultants promise to a staggering 23 percent. So what is holding them back? Lack of structure, knowledge, and confidence. This blog explores how CPQ, when used right, unlocks pricing as a profit lever and gives companies the tools they need to stop missing out on that hidden 23 percent.
Pricing is often treated like an afterthought. For many companies, it's something reviewed once a year, adjusted across the board by a few percentage points, and communicated quietly to the market. That’s not strategy, that’s inflation management. Strategic pricing means thinking about how you charge in relation to customer value, competitive positioning, product complexity, and even willingness to pay.
Consultants often estimate that a dedicated pricing project will deliver a 5 percent boost in revenue. That’s already a good return, considering the cost of a pricing initiative can be as low as 0.1 percent of annual revenue. But when businesses themselves estimate the revenue upside from better pricing, the average expectation is +23 percent. This is not a minor gain. It’s a revenue stream being ignored.
So why do companies still leave it on the table?
According to industry insights, 78 percent of executives say they lack the knowledge and confidence to work with pricing proactively. Many still think of pricing as just list prices and discounts, managed by finance or sales ops, not as something that deserves cross-functional attention.
Leadership teams often assume pricing is something you change once a year, perhaps in response to cost shifts or margin pressure. But that mentality overlooks the deeper opportunities:
Stopping unnecessary discounts that customers never even asked for
Structuring offers in a way that communicates and justifies higher prices
Helping sales teams articulate value more clearly during the quote
Designing price models that reflect both customer willingness to pay and your business model
Aligning product development with real customer demand and price sensitivity
These are all strategic outcomes that are impossible to manage manually. That’s where CPQ becomes essential.
The most important function of a CPQ system is not just speed, it’s structure. CPQ lets you turn pricing strategies into logic that can be executed by every salesperson in every quote. No more price lists hiding in spreadsheets. No more uncontrolled discounts. No more manual tweaks that erode margins.
With CPQ, you can:
Implement pricing rules and segmentation logic
Control discount approvals and enforce pricing guidelines
Simulate different pricing structures to find optimal models
Monitor price performance across regions, product lines, and customer types
A well-implemented CPQ solution makes pricing discipline part of every deal. You get transparency, consistency, and the ability to measure impact and adjust over time. And that’s exactly how you turn pricing into a growth driver, not just a risk factor.
At cpq.se, we help manufacturers unlock this power, especially with Tacton CPQ. Our team has worked with companies like HMF and Swift Lifts, where pricing was a critical part of the quoting process. We’ve seen how combining pricing logic with configurator rules can shift both margins and sales efficiency.
Most companies don’t need to “fix” their pricing before launching CPQ. That’s a myth. In fact, CPQ can be the catalyst for building better pricing capabilities. But it starts with insight.
Our CPQ Analysis Workshop is designed for manufacturing companies looking to improve their quoting structure and pricing logic. It’s delivered online in five focused sessions and led by senior consultants like Magnus Fasth and Patrik Skjelfoss.
The workshop explores where your pricing is leaking value, how your quoting process supports or blocks pricing strategy, and how CPQ can be used to enforce discipline, build customer-specific logic, and create pricing transparency across the business.
It’s not a theoretical discussion. It’s a hands-on roadmap to stop giving away value and start capturing it.
The real question is this: Are you happy with a pricing model that just follows inflation, or do you want to discover what you’re actually worth?
Companies that act on pricing now are gaining ground, not just in margin but in competitive positioning. Pricing isn’t a one-time fix. It’s a continuous capability that needs structure, data, and execution. CPQ gives you all three.
If you’re ready to explore how pricing can deliver more than just inflation protection, start by booking a discovery session.
Read more: Implementing and Monitoring Pricing Strategies through CPQ
Book a virtual coffee with Magnus or Patrik: www.cpq.se/meetcpqse