Case Studies
Real outcomes from real pricing transformations.
How GTMP clients turned pricing from a back-office decision into measurable growth — across SaaS, healthcare, logistics, and more.
Jump to a case study.
Digital services
Digital Services Platform
$20M ARR product had stalled. Repackaging unlocked new logos and lifted NRR.
+10pts NRR
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FeaturedHealthcare
Medical Practice Automation
A stalling good-better-best migration, rebuilt around value.
94%
acceptance · +20% revenue · 3 mo early
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Cloud adoption
Business Process Software
Multi-billion-dollar transition to cloud without cannibalizing on-premise revenue.
+70%
over Q1 targets
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Customer data platform
CDP for Digital Marketing
Couldn't demonstrate value with NPS / C-Sat. Built a value-based customer success motion.
Renewals + upsell
on agreed value metrics
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Logistics
Logistics Management Platform
Locked into cost-plus pricing in a price-competitive market. Moved to value-based.
Cost-plus → value
positioned for sustainable growth
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Talent management
Talent Management Platform
Pricing complexity slowed growth as AI competitors entered. New value-based packaging.
Easier upsell
cross-sell, faster rollout
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Case study · Digital services
Digital Services Platform
Revitalizing growth with strategic pricing and packaging.
+10 pts
NRR lift
$20M
ARR turnaround
The challenge
A digital product service company with $20M ARR and 100% NRR faced stagnant growth. The pricing model was misaligned with the value delivered and didn't scale with usage. Packaging lacked flexibility, hindering market expansion.
The solution
We developed a comprehensive, customer-validated value model. The model informed redesigned packaging and pricing strategy. A platform with an extension pattern was adopted, allowing customers to select functionalities tailored to their needs. A hybrid pricing model was introduced — a platform fee plus a scaling fee based on usage. Compelling value stories were built for sales and customer success teams.
The outcome
- ▸Renewed growth, with accelerated new-logo acquisition.
- ▸NRR improved by nearly ten percentage points, reflecting increased customer satisfaction and retention.
- ▸Product innovation, leading to the development and market introduction of new products.
Featured case study · Healthcare
Medical Practice Automation Platform
Transforming pricing strategy to drive revenue growth.
94%
Acceptance
+20%
Revenue
3 mo
Ahead
The challenge
A software company specializing in billing and payment solutions for the US healthcare market struggled to implement a new good-better-best pricing model designed by a consulting firm.
The solution
We designed a value-based communication plan to accelerate adoption of the new pricing model: customer segmentation based on value delivered and value to the vendor; tailored migration programs per segment; rigorously tested value and price-change messaging; and specialized sales training on value-based selling and objection handling.
The outcome
- ▸The migration program achieved a 94% acceptance rate.
- ▸Transition completed three months ahead of schedule.
- ▸20% increase in revenues — demonstrating the effectiveness of the value-based approach.
Case study · Cloud adoption
Transforming Cloud Adoption
For a leading business process software provider.
+70%
Over Q1 cloud targets
The challenge
A leading business process software provider faced a critical challenge: transitioning their key software platform to the cloud without cannibalizing their existing multi-billion-dollar business. Previous cloud transition attempts had limited success, making this transition crucial.
The solution
A comprehensive value model was developed for each buyer persona, ensuring the solution met their specific needs. The strategy included a packaging model that allowed buyers to test and develop on the platform without high costs, making it accessible to new users — and a hybrid pricing model balancing initial affordability with long-term revenue growth, with costs scaling as usage increases.
The outcome
- ▸The new cloud service exceeded first-quarter targets by 70%, becoming the foundation of the business.
- ▸The innovative packaging and pricing models attracted new customers and facilitated the migration of on-premise customers.
- ▸The transition solidified the company's market position and drove significant growth.
Case study · Customer data platform
Customer Data Platform for Digital Marketing
Value-based customer success to grow NRR.
Renewals + upsell
on agreed value metrics
The challenge
A customer data platform (CDP) provider struggled to demonstrate value to customers, leading to churn and limited upsell opportunities. Conventional metrics like NPS and C-Sat were seen as insufficient to justify pricing.
The solution
A value model was built and validated through customer interviews. This model informed value stories used in customer business reviews. The value model, pricing model, and value stories are managed on the platform itself, allowing real-time updates with customers.
The outcome
- ▸The use of value stories has transformed customer success — shifting conversations to focus on created value.
- ▸Agreed-upon metrics are now used and are expected to improve renewals and upsell.
Case study · Logistics
Logistics Management Platform
From cost-based to value-based pricing.
Cost-plus → value
positioned for sustainable growth
The challenge
A leading software company faced a critical challenge. Despite having a market-leading logistics and transportation management platform, the company was locked into a cost-plus pricing model, leading to intense price competition and declining profit margins.
The solution
The company adopted a value-based pricing approach: value model development to understand and quantify benefits delivered to customers; new packaging that restructures the platform to offer tailored solutions; and a hybrid pricing model that adjusts margins based on value delivered and competitive situations.
The outcome
- ▸By integrating cost-plus and value-based pricing, internal financial requirements were met while value delivered to customers was captured.
- ▸The new pricing strategy is set to roll out, positioning the company for improved profit margins and sustainable growth.
Case study · Talent management
Talent Management Platform
From feature packaging to value-based packaging and sales.
Easier upsell
cross-sell + faster rollout
The challenge
An innovative B2B software company that pioneered a new space in the talent management category faced slowing growth as new AI-driven competitors entered the market. The product architecture had become complex, confusing the sales team and buyers. The lack of a cohesive framework for positioning and pricing new features made cross-selling and upselling difficult.
The solution
A comprehensive value model was developed and validated with customers, informing a new packaging strategy with a platform-with-extensions pattern. Key elements: a basic platform fee scaled by customer size, with additional subscription and scaling fees for each module; compelling value stories for sales; and centralized hosting of the value model, use cases, pricing, and stories on the company's platform.
The outcome
- ▸The new packaging and pricing strategy simplified the introduction of new functionalities and facilitated upselling.
- ▸Full rollout reinvigorated growth and strengthened the company's competitive position.
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