TOP 100 MAGAZINE

Ian Clark​

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Ian Clark, the founder and CEO of Crescendo, is a trailblazer in the world of pricing strategy for private equity-backed software companies. With over a decade of pricing experience as an author, investor, and advisor to startups and Fortune 500 CEOs, Ian has become a pivotal figure in helping technology companies achieve sustainable growth.

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Ian's inspiration to start Crescendo stemmed from a recurring issue he observed: small to medium-sized software businesses with excellent products, but poor monetization strategies. “I kept encountering these businesses, and it was a sad day for everyone because the world didn't get to see these great products, and the founders often had stagnated growth,” Ian recalls. His mission with Crescendo is to help these businesses refine their monetization so their products can reach more customers and achieve their full potential.

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Since its founding in 2017, Crescendo has operated out of Boston and San Francisco, serving companies globally. The company specializes in improving pricing strategies for mid-sized software companies by leveraging data analytics and market research. Crescendo helps clients understand their customers' willingness to pay and price elasticity, working closely with executive teams to design new packages and price models. Top private equity and venture capital firms frequently call on Crescendo to help their portfolio companies grow through better pricing.

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What truly sets Crescendo apart, however, is Ian’s profound expertise and singular focus on pricing. Many approach pricing as a side task, but for Ian, it is a dedicated profession. He has overseen more than 100 company engagements, witnessing and implementing price changes across various contexts. This extensive experience allows him to discern patterns and strategies that work, effectively doubling the growth rate for typical legacy businesses.

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A notable success story involves a 20-year-old business selling emergency response software for call centers. Ian helped this company transition to a subscription model just before COVID-19, which not only increased the number of customers, but also allowed significant investment in R&D. This transition was crucial for the company’s survival and growth during challenging times.

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Ian’s greatest joy in his work comes from demystifying the complex topic of pricing for his clients. “What I love about my work is that I'm taking a really complex topic that’s often scary for people and I’m making it consumable for my clients,” Ian shares. “That’s the really fun part about it, when they realize they actually have a lot more power than they think they do.”

 

Among Ian’s notable professional achievements is leading Alpine Investors' monetization practice, where the company grew its assets under management tenfold. He also authored the pricing playbook, Monetization: Pricing Playbook Top Tech Companies Use to Refine Their Monetization Strategies, and led pricing during Evernote's 2016 turnaround, which became the subject of a Harvard Business Review case study.

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Before founding Crescendo, Ian held significant roles including head of monetization for Alpine Investors, head of pricing for Evernote, and strategy consultant for Simon-Kucher & Partners. His academic credentials include a BA from Harvard and an MBA from Stanford.

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Ian Clark

Founder and CEO

Crescendo
Website: https://www.crescendo.consulting  

LinkedIn: https://www.linkedin.com/company/crescendo-consulting-group