Two software applications I follow, price and revenue optimization (PRO) and sales compensation and incentives, can be highly complementary when used together. Unfortunately, since they typically are developed and sold by different kinds of software vendors, scant attention has been paid to the value of using them in tandem. I advise companies that have adopted a PRO strategy to use an incentive management application also to support and reinforce their optimization efforts.
Price and revenue optimization is an analytics-driven business discipline that uses market segmentation techniques and historical data to set a price that represents the most an individual buyer is willing to pay. It is one example of how businesses have successfully applied predictive analytics to achieve both strategic and tactical objectives. Companies use PRO to achieve strategic objectives such as increased profitability or higher market share and tactically to adapt quickly to competitors’ moves.