Pricing isn’t as predictable as it once was. Now, CROs have to navigate a rapidly changing market, customer impact, and overall pricing strategy. Here’s how visibility helps make the difference.
Conga
Pricing your product or service isn’t just deciding the number listed on the tag. For CROs, that decision is shaped by everything from which metrics you track to the impact on customers and wider revenue leakage.
It’s no wonder organizations struggle to create a pricing strategy that works for their business. But even as leaders navigate pricing pain points, all of these external factors can help create new opportunities for organizations, too.
We teamed up with Conga to learn what’s shaping pricing today, how pricing changes affect customers, and how it all connects to your strategy. Let’s get started.
Pricing used to be relatively predictable: Leaders would reevaluate market conditions every quarter or so and adjust as necessary. Demand typically followed a pattern, and organizations didn’t get caught off guard by sudden shifts in their margins.
Now, the market moves much faster. Often, companies can’t get that level of visibility anymore. When they can’t see what’s impacting pricing, it’s that much harder to develop an effective pricing strategy.
Conga’s research found that only 8% of organizations can confidently measure the business impact of their pricing decisions. This is a critical gap in pricing maturity and performance visibility. If leaders don’t know how customers will be impacted or how the market is affecting pricing in the organization’s region, they can’t make an informed decision—and that’s where revenue can start to leak.
Let’s talk about how we got here.
When you close the books at the end of the month, your bookings and realized margins don’t line up. Conga calls that gap revenue leakage. Revenue leakage is any income lost due to gaps in billing, pricing, contracts, or processes. It can also be caused by a lack of visibility across your commerce chain. And it’s just one of the pain points CROs are navigating across industries.
“Pricing doesn’t stop at the quote,” Lisa Martin, chief revenue officer at Conga, said. “Markets shift, customers push back, and deals get renegotiated, and every change has to carry through quoting, contracting, rebates, and billing. That’s where leakage comes from. It’s not just discounting. It’s losing sight of every dollar as it moves through your business.”
If your systems don’t connect, you could get stuck managing rebate and renewal clauses that put you upside down on the deal you just won. However, closing those gaps provides an opportunity for leaders to find new ways to connect revenue processes.
The revenue leaking out of the gaps in your commerce chain adds up. Conga reports that:
CROs and organizations across industries are noticing the breakdown in these systems. But if you fix and close the gaps in your commerce chain, there’s an upside.
Closing those gaps means connecting every piece of the commerce chain and regaining control. From pricing and quoting to contracts, rebates, and billing, there should be a continuous flow all the way through signature.
Connecting the commerce chain also means centralizing pricing data, tracking realized pricing and changes over time, and analyzing how pricing decisions affect revenue and margin. This helps mitigate risk and identify those contractual gaps where revenue can leak out—so your team can scale with confidence. That’s where Conga comes in.
Conga helps businesses simplify and connect their entire commerce chain, from pricing and quoting to contracts, billing, and rebates. By connecting traditionally disconnected commercial processes, Conga helps teams make smarter decisions and keep business moving forward. And with AI built into the platform, teams can uncover insights, identify risk, and take action across commercial operations.
Ready to stop the leak? Conga’s Commercial Operations Maturity in 2026 explores the AI adoption gap in pricing, quoting, and contracting and the revenue risks created by fragmented processes.
Start connecting your commerce chain with Conga.
This paid content was created with our sponsor and does not necessarily reflect the opinions or point of view of Morning Brew.
