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      "text": "Pricing is the language of business. Pricing drives brand perception, shapes customer behavior, and ultimately propels earnings. Pricing initiatives can typically drive revenue increases of 1% to 2% and gross margin increases of 5% to 10% in the short term and gross profit increases of 50% or more over two years and beyond.",
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      "text": "For example, an automotive manufacturer undergoing a large-scale transformation was facing a decrease in demand and an increase in competition. Aftermarket pricing was one of many levers the company used to boost revenue. By implementing a systemic pricing model for its service business, the company was able, within one year, to improve its competitiveness at the parts level, leading to an increase of 4% in the weighted-average price it could charge and a 10% increase in total EBIT.",
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      "text": "Because pricing is so critical, companies need to develop it as a strategic capability, based on customer insights and an analytical approach. Typical quick wins include improving customer targeting, renegotiating accounts, managing discounts in a disciplined way, and optimizing promotions.",
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      "text": "In choosing where to start, many companies understandably opt for the two obvious solutions: cost cutting and organizational simplicity. These approaches work, but revenue and capital efficiency can often generate a significant impact as well.",
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      "text": "Through improved customer targeting and engagement as well as better deployment and enablement of sales force field staff, a customer-centric sales process that is aligned with business objectives can help a company.",
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      "text": "Three primary revenue levers—pricing effectively, deploying and incentivizing the sales force for the highest impact, and optimizing marketing and advertising spending—can generate as much as a 10% increase in top-line growth and a 5-percentage-point improvement in earnings before interest and taxes (EBIT).",
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      "text": "(For a case study of a company that launched strong early-stage initiatives, see the sidebar “A Consumer-Packaged-Goods Company Uses Several Levers to Fund Its Transformation Journey.”)",
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