Specialty Industrial Machinery: Fabrication Technology – End-to-End Pricing Transformation

A ~$3B leader in fabrication technology – spanning multiple product lines and business units – was running on a pricing structure that had grown complex and fragmented over time, with 20K+ SKUs and 45K+ price points

our impact

~$46M

in pricing actions undertaken

~2pp

margin uplift

60%

reduction in pricing structure complexity

The story

The company's legacy pricing architecture had inconsistent list prices, layered discounting, and stacked incentives that were quietly eating into margin – only 50-60% of any intended price change was actually being realized at the bottom line. Ayna led a comprehensive, end-to-end pricing program to rebuild the architecture, the incentive structure, and the governance needed to make price increases actually stick – while standing up the digital tooling to keep it disciplined going forward.

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Our Approach

Reset pricing architecture and repriced 20K+ SKUs and mapped ~400 distributors into clear pricing segments to reduce leakage and improve consistency
Redesigned distributor incentives, moving from fixed special pricing to structured, back-end incentives
Stood up weekly governance (dashboards, RCCA loops) and deployed AI-enabled pricing tools for faster, better-guarded quoting

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Tools Deployed

PRICE LENS^TM, PRICE GRADER^TM, COMPETITIVE INTELLIGENCE^TM

the result