BCG and other consulting firms speak of a profit uptick of 3-8% for firms taking a strategic approach to pricing. At the heart of a pricing organisation is a multi-disciplinary ‘Pricing Council’. A steering group representing different perspectives such as senior executives, finance, creative, strategy, client, analytics etc. that reports directly to the CEO. The reporting line is important. Whilst it may speed up decisions to report to client or finance leads (for example), the issue is that pricing then reflects the perspective of that function i.e., sales volume vs margin. Additionally, it is imperative that pricing strategy is aligned with the agency’s business goals and is communicated at the highest level and known across the firm. It’s got to be led from the top.