Context
IQGeo, a leading provider of geospatial software for utility and telecom companies, set out to evolve its commercial model toward usage-based pricing. With a growing enterprise customer base and an expanding product portfolio, the company wanted pricing that aligned more closely with customer value and enabled sales conversations focused on outcomes rather than user counts.
Challenge
IQGeo’s main challenge was achieving internal alignment on the transition to usage-based pricing, particularly selecting the metrics that best reflect value creation. The team needed a clear, structured framework to guide the shift and keep customer, product, and commercial objectives coherent.
Approach
IQGeo partnered with Northlane for a no-nonsense, outcome-focused approach. Northlane concentrated on the essentials, avoiding lengthy slide decks and excessive theory, and drove practical, high-impact decisions. A key differentiator was Northlane’s combination of top-tier pricing expertise and real-world business experience, which helped bridge strategic design with operational implementation. The collaboration also benefited from a strong cultural fit and experience with companies at IQGeo’s scale as well as later-stage organisations, bringing perspective on how pricing should evolve over time.
Outcome
The collaboration delivered a clear strategic foundation for moving to usage-based pricing, including the right value metrics and a roadmap for implementation. The new framework positions IQGeo to capture more value, support revenue growth, and equip the sales team to lead value-focused conversations centred on customer outcomes.
