Core And Extended Functions For B2B Price Optimization And Management Solutions Table outlining core and extended functions of B2B price optimization and management solutions. Core functions include pricing optimization and recommendation engine; performance analytics and continuous optimization; and price governance and execution.

Forrester’s Overview Of 13 Pricing Optimization Solution Vendors

Extended functions support advanced pricing optimization and buyer self-service. CPQ platforms also deliver a combination of functions that support different sales models and customer complexity.

Figure 9 Price Optimization Software Pricing optimization in B2B is accelerating as organizations face rising complexity, volatile costs, and margin pressure. AI and machine-readable data enable elasticity modeling, personalized deal guidance, and real-time pricing — capabilities once out of reach for B2B. As pricing models shift to subscription and usage based, static methods fail.

Enabling Employee-Led AI Was A Goal, But There Were Challenges AI in general, and machine learning (ML) solutions in particular, have already enabled CPG firms to raise the level of many functions — from price optimization to supply chain improvements. GenAI promises to bring even more wide-ranging solutions to business units, particularly in digital and marketing roles.

Beyond these core functions, CPQ solutions often support subscription and asset management to manage active offers throughout the customer lifecycle; price optimization for price-sensitive scenarios; rebate and incentive management for channel sales; real-time 2D and 3D visualization to validate complex product configurations; and e-commerce capabilities that enable buyers to self-configure, price, and purchase through digital channels.

tech may need pricing optimization.

Read Forrester’s research about payment types and experiences in the following reports: The Trajectory Of US Consumer Adoption Of Digital Payments Predictions 2026: Payments Pricing optimization solutions. Pricing optimization solutions maximize growth through intelligent pricing, manage demand and supply pressures, and provide personalized pricing to customers.

Predictive AI continues to grow, addressing use cases in price and cost optimization, upsell recommendations, churn detection, capacity-aware optimization, and sales insights.

For non-life insurers, the combined ratio is driven more by incurred losses than by expenses — making underwriting and pricing optimization more impactful than cost-cutting. As a result, cost reduction is less frequently selected compared to other important business priorities.