Executive Summary

Many mid-market and large B2B distributors are struggling with exploding per-customer pricing complexity — customer-specific contracts, multi-tier dealer markups, and frequent ad hoc overrides are managed with spreadsheets and manual processes that leak margin and slow quoting. This is a problem for a broad addressable base (about 200,000 distributors) that need consistent enforcement of negotiated prices across sales channels and ERP systems. You could build a per-customer pricing rules engine that sits alongside and integrates in real time with ERPs, exposing a low-code rules builder, approval workflows, an audit trail, contract-versioning, and anomaly detection to flag pricing leakage. The product should provide pre-built rule templates for common distributor scenarios, enforceable price waterfalls at quote time, and bi-directional API sync so ERP masters remain authoritative without batch reconciliation. The timing is favorable: the market is sizable ($3.0B of spend estimated as 200K distributors × $15K ACV), market score 88/100, revenue potential 84/100, and two technical trends — broad ERP API maturity and growing distributed pricing complexity — materially lower integration and productization costs. Margin pressure also makes the ROI easier to justify for customers who can demonstrate a few percentage points of recovery. To stand out you need deep, production-grade ERP integrations (not just middleware), verticalized rule templates, and a clear metrics-first onboarding that ties to recovered margin and quoting velocity; these are defensible differentiators against medium competition. Key challenges are ERP fragmentation, data quality and change management inside sales organizations, so expect longer pilots and a focus on enterprise reference customers rather than a pure self-serve play.

Market Opportunity

Per-customer pricing rules engine for B2B distributors integrated with ERP targets a $3.0B = 200K distributors × $15K ACV total addressable market with medium saturation and a year-over-year growth rate of 10% YoY — pricing automation and CPQ category growth (industry analysts, 2023-2025 estimates).

Key trends driving demand: Distributed pricing complexity — distributors are increasing use of customer-specific contracts and multi-tier dealer pricing, creating demand for per-customer engines.; ERP integration maturity — popular ERP platforms now support richer APIs, making real-time pricing sync possible and reducing integration cost.; Margin pressure — rising competition and thin margins force distributors to automate pricing governance and detect leakage.; Shift to cloud — distributors are replacing on-prem customizations with SaaS modules, making third-party pricing apps easier to adopt..

Key competitors include PROS, Vendavo, Pricefx, ERP-native pricing (NetSuite / SAP Business One / Microsoft Dynamics customizations).

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Per-customer pricing rules engine for B2B distributors integrated with ERP

Executive Summary

Market Validation

Market Opportunity

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