{"id":25712,"date":"2025-05-06T11:33:16","date_gmt":"2025-05-06T15:33:16","guid":{"rendered":"https:\/\/softwarepricing.com\/?page_id=25712"},"modified":"2026-04-17T08:15:58","modified_gmt":"2026-04-17T12:15:58","slug":"bdna-case-study","status":"publish","type":"page","link":"https:\/\/softwarepricing.com\/bdna-case-study\/","title":{"rendered":"BDNA Case Study"},"content":{"rendered":"\n\n\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/BDNA-Logo.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/BDNA-Logo.png\" height=\"134\" width=\"359\" class=\" sp-no-webp\" alt=\"BDNA Logo\" decoding=\"async\" itemprop=\"image\" title=\"BDNA Logo\" onerror=\"this.style.display=&#039;none&#039;\" loading=\"lazy\"  > <\/picture>\n\t\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2024\/04\/Walker-White-BDNA.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2024\/04\/Walker-White-BDNA.jpg\" class=\" sp-no-webp\" alt=\"\" decoding=\"async\"  > <\/picture>\n\t\t\t\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/Play-Icon-2.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/Play-Icon-2.png\" class=\" sp-no-webp\" alt=\"Play Icon\" decoding=\"async\"  > <\/picture>\t\t\t\t\t\t\n\t\t<h2>\n\t\t\tFrom pricing chaos to a \u2028game-changing exit.\t<\/h2>\n\t\t\t<a href=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/bdna_case_study_2.pdf\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\tDownload case study\n\t\t\t\t\t<\/a>\n\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Chart-icon.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Chart-icon.png\" height=\"63\" width=\"68\" class=\" sp-no-webp\" alt=\"Chart icon\" decoding=\"async\" itemprop=\"image\" title=\"Chart icon\" onerror=\"this.style.display=&#039;none&#039;\" loading=\"lazy\"  > <\/picture>\n\t<p>Increase Revenue<\/p>\n\t<p>14% Revenue Increase<\/p>\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/handshake-3.svg\" alt=\"handshake (3)\" itemprop=\"image\" height=\"512\" width=\"512\" title=\"handshake (3)\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<p>Close Deals<\/p>\n\t<p>+$10M revenue after closing discount leaks<\/p>\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/05\/price-tag.svg\" alt=\"price-tag\" itemprop=\"image\" height=\"512\" width=\"512\" title=\"price-tag\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<p>Improve Sales<\/p>\n\t<p>264% of sales plan achieved by holding the line on discounts<\/p>\n<h2>\n\t\t\tThe situation.\t<\/h2>\n\t<p>After twelve years in business, BDNA made the realization that they were content company, not a software company.<\/p>\n\t<p>They saw this as a major barrier to monetizing their intellectual property and desired to get paid more fairly for the value they delivered to customers, struggling with how to capture this from the dynamic content they provided.<\/p>\nBased on gaps and inconsistencies in their home-grown monetization approach, buyers<br \/>\neventually learned that waiting until the last minute in the fourth quarter to purchase<br \/>\nBDNA&#8217;s enterprise solutions would result in significantly better terms.\nDiscussions with customers clearly demonstrated that there was significant value being<br \/>\ndelivered. But when it came to defending prices, customers were asking for-and receiving-enormous price concessions.\n<strong>Internally, there was a lack of consensus about what to do about it, so they reached out<\/strong><br \/>\n<strong>to us for help.<\/strong>\n\t<p>&#8220;Our pricing was all over the map.&#8221;<\/p>\n\t<p>-Walter White, BDNA President<\/p>\n<h2>\n\t\t\tThe challenge.\t<\/h2>\n\t<p>BDNA had the following challenges are the embarked on the effort to fix their pricing:<\/p>\n\t<ul>\n<li>BDNA wasn&#8217;t getting paid fair for the value of their content.<\/li>\n<li>There were a multitude of licensing schemes.<\/li>\n<li>Product pricing was perceived as too complicated by salespeople and customers.<\/li>\n<li>Discretionary discounting was out of control: salespeople had broad rights to ignore core pricing rules near end of quarter to make their numbers, obtaining enormous discretionary discount approvals.<\/li>\n<li>Their new perspective of themselves as a content company made it difficult to focus on addressing their other, equally important challenges.<\/li>\n<\/ul>\n<h2>\n\t\t\tThe solution.\t<\/h2>\n\t<p>SPP&#8217;s three-stage, comprehensive monetization engagement was completed for BDNA. At the end of Stage 1: Discover, we identified additional challenges that were addressed as part of this engagement:<\/p>\n\t<ul>\n<li>Customers seemed to appreciate the content BDNA&#8217;s solution delivered, but not as much as they valued the cleanup and transformation of their data, making the journey to monetizing content more challenging.<\/li>\n<li>Because of the complexity of packaging model, customers didn&#8217;t seem to fully understand what it was they had purchased.<\/li>\n<li>Customers perceived different value when counting hardware vs software vs devices.<\/li>\n<li>Customers believed they were paying for capacity and\/or capabilities they didn&#8217;t necessarily need.<\/li>\n<li>Value from ancillary services and products including professional services and data extractors was not being captured.<\/li>\n<li>Perpetual licensing schemes were at odds with capturing full value from<\/li>\n<li>Discretionary discounts were much higher and more uncontrolled than management realized.<\/li>\n<li>&#8220;Land and expand&#8221; sales strategies often resulted in surprises for the client which ultimately limited BDNA&#8217;s ability for expanded sales.<\/li>\n<li>Proposal preparation and review was tedious despite use of configurators, calculators, etc. because services and products<\/li>\n<\/ul>\n<h2>\n\t\t\tThe success.\t<\/h2>\n<h2>\n\t\t\tSoftware Pricing Partners&#8217; engagement with BDNA delivered significant and positive results, including:\t<\/h2>\n\t<p>Cool Stat<\/p>\n<hr \/>\n<h2>\n\t\t\t+$10M \t<\/h2>\n\t<p>in revenue captured by effectively managing sales and discounting.<\/p>\n\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Chart-icon-2.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Chart-icon-2.png\" height=\"47\" width=\"50\" class=\" sp-no-webp\" alt=\"Chart icon 2\" decoding=\"async\" itemprop=\"image\" title=\"Chart icon 2\" onerror=\"this.style.display=&#039;none&#039;\" loading=\"lazy\"  > <\/picture>\n\t<p>They effectively bundle and charge for their content, professional services and data extractors on a recurring subscription basis (term) instead of one-time upfront basis (perpetual) which enables them to capture full value from all of their products and services.<\/p>\n\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Money-icon.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Money-icon.png\" height=\"50\" width=\"50\" class=\" sp-no-webp\" alt=\"Money icon\" decoding=\"async\" itemprop=\"image\" title=\"Money icon\" onerror=\"this.style.display=&#039;none&#039;\" loading=\"lazy\"  > <\/picture>\n\t<p>They eliminated egregious discretionary discounts, better protecting net prices (i.e. &#8220;revenue preservation&#8221;) and substantially increasing deal velocity.<\/p>\n\t\t\t\t<picture><source srcset=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Handshake-icon.webp \"  type=\"image\/webp\"><img src=\"https:\/\/softwarepricing.com\/wp-content\/uploads\/2025\/04\/Handshake-icon.png\" height=\"52\" width=\"81\" class=\" sp-no-webp\" alt=\"Handshake icon\" decoding=\"async\" itemprop=\"image\" title=\"Handshake icon\" onerror=\"this.style.display=&#039;none&#039;\" loading=\"lazy\"  > <\/picture>\n\t<p>We created a licensing metric completely unique to BDNA&#8217;s offerings which linked more closely to the right value creation point as perceived by customers.<\/p>\n\t<p>&#8220;Almost all of our deals now come in within a few points of our calculated net price, which is SO much better than before&#8230; Just look at the revenue preservation! It&#8217;s remarkable.&#8221;<\/p>\n<p><strong>\u00a0&#8211; Walker White, President\u00a0<\/strong><\/p>\n<h2>\n\t\t\tLooking for profitable growth?\t<\/h2>\n\t\t\t<a href=\"https:\/\/softwarepricing.com\/book-a-demo\/\" target=\"_self\">\n\t\t\t\t\t\t\tSchedule a Meeting\n\t\t\t\t\t<\/a>\n\n","protected":false},"excerpt":{"rendered":"<p>From pricing chaos to a \u2028game-changing exit. Download case study Increase Revenue 14% Revenue Increase Close Deals +$10M revenue after closing discount leaks Improve Sales 264% of sales plan achieved by holding the line on discounts The situation. After twelve years in business, BDNA made the realization that they were content company, not a software [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"BDNA Case Study | Software Pricing Partners","_seopress_titles_desc":"","_seopress_robots_index":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"disabled","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-25712","page","type-page","status-publish","hentry"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"Mike","author_link":"https:\/\/softwarepricing.com\/blog\/author\/mike_admin\/"},"uagb_comment_info":0,"uagb_excerpt":"From pricing chaos to a \u2028game-changing exit. Download case study Increase Revenue 14% Revenue Increase Close Deals +$10M revenue after closing discount leaks Improve Sales 264% of sales plan achieved by holding the line on discounts The situation. After twelve years in business, BDNA made the realization that they were content company, not a software&hellip;","_links":{"self":[{"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/pages\/25712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/comments?post=25712"}],"version-history":[{"count":6,"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/pages\/25712\/revisions"}],"predecessor-version":[{"id":28163,"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/pages\/25712\/revisions\/28163"}],"wp:attachment":[{"href":"https:\/\/softwarepricing.com\/wp-json\/wp\/v2\/media?parent=25712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}