How we help
We map who buys, specifies, influences and captures value from supplier to end user, so your value proposition and price work for every step that matters.
From raw material to end user.
Margins and value captured.
Who specifies and who buys.
Messages and price along the chain.
Click a problem to see its signs, causes and the evidence from client work.
Strategic Marketing & Growth
“Great product. The launch missed its targets.”
Read more →Pricing & Value
“When markets get uncertain, we fall back on cost-plus.”
Read more →Pricing & Value
“We gave away the innovation premium.”
Read more →Innovation, Portfolio & Customer Insight
“We bought the market report. It doesn't answer our question.”
Read more →“We used to think the distributor was our customer. Now we need to sell through the channel to the grower.”
Life Sciences · Delivery devices
Recent work · 2025–2026
A business unit was about to price a new drug-delivery device at cost plus, with no view of its value to the value chain. The opportunity was significant.
Read the case →Agriculture · Biologicals
Recent work · 2026
A crop nutrition company was preparing to launch a biological product through the channel to growers and applicators.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
Because value, and often the decision, sits further down the chain.
How we help
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →How we help
We train and coach sales teams to sell on value: quantifying it, telling the value story, handling objections and negotiating without defaulting to discounts.
How it works →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.