How we use Sequence to level up pricing flexibility

Most B2B companies avoid pricing experiments because implementation takes months and breaks billing workflows.

We recently won a competitive deal with a highly bespoke deal structure (price ramps, product add-ons at predefined intervals, multi-entity) that took our sales rep 2 minutes to configure in Sequence.

Here’s how using Sequence has given us a unique competitive advantage when it comes to pricing flexibility, without breaking our billing and revenue collection workflow.

Modelling custom contracts

In a sales-led B2B world, custom contracts are inevitable. This includes price ramps, trial periods, opt outs, add-ons which begin at defined stages, milestone based billing etc.

We recently won a deal where a customer requested two completely different models, one to run for their first 3 months, before switching to a new approach. Our AE configured this setup leveraging Sequence ‘Phases’ which allowed us to define contract stages. The custom quote was sent to our leadership for approval, and had the quote back to the customer within 60 minutes of the call ending.

This scenario would send most teams into a discussion with finance as to whether or not it’s actually possible to bill for this pricing setup, but the highly flexible Sequence invoicing engine means that our reps can win deals at speed.

Piping usage data into Sequence

All core usage metrics are piped into Sequence via our usage ingestion API. If we decide to change our commercial model to index on a new usage metric, we can create a new product in less than 60 seconds. For example, we can launch a new product based on # invoices, # quotes, # active customers (# active billing schedules), invoiced revenue (by currency) and # CPQ user seats.

Last quarter we wanted to test seat-based pricing for our CPQ module. We had it live and selling within 5 minutes using our existing seat count data.

Why this provides Sequence with a competitive advantage

By connecting sales and finance teams into one platform for quoting and billing, both teams are working from the same data model and product catalog. Our notion-style quoting UI enables reps to devise highly flexible commercial terms as needed, and once signed, anything they model can be instantly converted into a billing schedule for automated invoicing. There is a smooth sales to finance handover, no waiting for contracts to be interpreted, no friction on whether a certain commercial approach can be supported.

We often ask our customers, “Do you expect to change or experiment with pricing in the coming 12-18 months?”, and we have yet to hear anybody 100% convinced that their commercial approach is complete.

Pricing changes have been an inevitable part of any hypergrowth journey, the AI/agentic era has catalysed this trend. Knowing that Sequence will be able to support any emerging pricing model means that we can move incredibly fast to do what’s best for our customers and business.