Bayer's commercial negotiation, standardized at scale with PriceWise
Source: Bayer BI, cumulative data through May 2026.
At Bayer, harvest-season negotiations took place through informal channels, without consistent policy enforcement or a shared history. Maxxi co-created the rules with the commercial team and developed PriceWise, which applies pricing policy in the field with a history for every negotiation. Today Bayer's commercial operation runs through this workflow, within policy.
Negotiations happened before they reached the systems
Harvest-season pricing and commercial terms were defined in spreadsheets and conversations outside the systems. Each representative negotiated differently, without consistent policy enforcement and without a record of what had been offered.
For an operation serving thousands of customers through a nationwide portfolio, that meant commercial risk, rework and limited visibility into field negotiations.
Commercial rules became a workflow teams could use in the field
The work followed Maxxi's model from strategy to operations. At each stage, one discipline resolved part of the commercial problem and connected it to the next.
Working with Bayer's commercial team, Maxxi co-created pricing, campaign and discount policies, then translated them into clear, operational rules.
Discovery & InnovationMaxxi developed PriceWise, where proposals are created with policy already applied, including price and financial-term simulation, approvals, gross profit and product matrix. Real-time indicators were added to inform decisions.
Software Engineering & Digital ProductsAnalytics & Business IntelligenceThe workflow became part of Bayer's daily commercial operation, managed by its own team and continuously improved each harvest season, with policy enforcement and a history for every negotiation.
Operation managed by BayerVolume, portfolio and adoption became part of one shared data source
How can commercial negotiation be standardized at scale?
Informal negotiations without consistent policy enforcement or history.
One workflow with policy applied in the field, a history for every negotiation and real-time indicators.
Business impact
84% of sales representatives, 118 of 141, began negotiating through PriceWise. The platform had 3,772 active customers, 83% of whom closed at least one deal. R$9.02 billion in negotiated volume and more than US$2.51 billion in US-dollar transactions passed through the platform, with commercial policy applied and a history for every negotiation.
Technical impact
Fragmented spreadsheets and off-system negotiations gave way to one shared data source. Every proposal starts within policy, while volume, portfolio and adoption can be read in one place with negotiation-level traceability.
Recognition: PriceWise, developed through the Maxxi–Bayer partnership, was one of five finalists in the Excellence category of the 2025 ISG Paragon Awards for Latin America.
Examine the decision to evolve, integrate or build
Commercial operations at scale often encounter the same barrier: the rule exists, but it does not reach negotiators in a standardized way. PriceWise shows one path forward: co-create the rule, build the product and instrument decisions with data.
The work also drew on Discovery & Innovation and Analytics & Business Intelligence.
Published 2026.
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