Accenture acquires German pricing consultancy Vocatus

Accenture has bolstered its consulting business in Germany with the acquisition of Vocatus, a 50-person firm specialised in pricing strategies.

Headquartered in Munich, the Vocatus team will become part of Strategy, Growth and Pricing practice of Accenture, which is part of the Strategy & Consulting division.

Founded nearly 25 years ago, Vocatus helps clients with developing pricing strategies and sales concepts for business-to-business and business-to-consumer models. The firm also owns in-house developed solution (‘Grips’) that helps unravel purchasing behavior and buyer types for 20+ markets worldwide.

“Vocatus brings a differentiated approach to behaviour-based pricing that will help our clients gain a competitive edge and improve their market position. The acquisition complements our offerings in implementing growth and efficiency strategies with a view toward pricing and sales optimisation,” said Johannes Trenka, who leads Accenture’s Strategy, Growth and Pricing practice in Europe.

Trenka added that the Vocatus team will also add in-depth expertise in behavioral economics and modelling to Accenture’s capabilities. 

Christina Raab, market unit lead of Accenture in Germany, Austria and Switzerland, added: “With their in-depth knowledge, Vocatus will expand our pricing strategies and modeling, support our clients in modernizing their sales operation and ultimately help boost profitability. Together, we can help companies build resilience and remain competitive for the long term, reinventing their business models in order to keep pace with disruption.”

The deal, Accenture’s somanieth this year worldwide, builds on the 2021 acquisition of Homburg & Partner, which was a sales and marketing consultancy specialised in pricing.

According to Florian Bauer, board member at Vocatus, the joining of forces with Accenture will open up exciting new perspectives for the firm’s team members and clients. “Together, we can take behavioral pricing and selling to a new level in a number of industries and offer companies holistic solutions for strategic pricing, as well as tactical execution.”