Process orchestration for enterprise scale

Camunda’s process orchestration platform lets enterprises design, automate and monitor complex workflows across systems.

Stage during collaboration

Growth

GTM Motion

Open-Source + Sales-led

Industry

Process Orchestration / BPM

Funding raised

$100M (Insight Partners, Highland Europe)

Impact

The point where started

Increase in MRR at pricing launch

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"Working with Northlane was a real turning point for us. They helped us rethink our pricing from the ground up — moving from complex, project-based licensing towards a much simpler, volume-based model that truly reflects customer value. The collaboration pushed us to focus on our core ICP, simplify where possible, and build predictability into our pricing without limiting growth. Nearly a year later, we’re seeing customers expand usage organically and a much stronger land-and-expand motion across the board.” "

Frederic Meier

SVP Global Sales @ Camunda

Context

Camunda is a Berlin-based software company offering a process orchestration and workflow automation platform that enables enterprises to design, manage, and optimize complex operations. Its solutions are used globally across industries. Key facts: Industry: Process Orchestration, SaaS; Company size: ~500; Headquarters: Berlin, Germany; Founded: 2008; Funding raised: $100M+ (Highland Europe, Insight Partners).

Challenge

As Camunda scaled globally, a scope-based pricing model created complexity and slowed commercial discussions. Sales teams encountered recurring issues: custom negotiations created friction in the sales cycle, customers found it hard to see the link between usage and value, and the absence of a unified, transparent metric limited scalability and consistency across deals. Camunda needed a simpler, more defensible approach to accelerate sales velocity, provide clarity to customers, and support long-term enterprise adoption.

Solution

Together with Northlane, Camunda introduced a new pricing framework centered on tenants as a clear, transparent value metric. The work simplified and future-proofed the commercial model to support scalable growth. Key deliverables included: designing a unified tenant-based pricing model to replace scope-based contracts, consolidating pricing into a single transparent usage metric to reduce friction, aligning pricing more closely with customer value and willingness-to-pay, and creating a scalable foundation for enterprise-wide adoption.

Results

New pricing model well received by customers, reducing friction and enabling smoother sales conversations
Clearer value alignment driving early signs of positive momentum in average selling price
Positioned for sustainable and scalable growth