How to do a pricing rework with WTP and feature preference analysis for a CRM that uses modules? I have a potential client that asked me to help them rework their pricing, but honestly, it's a mess. There's a CRM main module and then invoicing module, sales module, warehousing module... you get the idea. They are all priced as addons, but at price points almost matching the price of the main CRM module. This very same pattern is present in many other HR or ERP systems I know of. I never really understood why modules even exist, isn't it just a sign of poor ICP definition and leadgen? Why would you want to attract customers who either need invoices or warehouse, but not both? Should such product be just split into multiple separate offerings?