TLC Worldwide runs reward and loyalty campaigns for brands like T-Mobile, Coca-Cola and McDonald's across fourteen markets. Its commercial engine was unrelated systems and spreadsheets, with pricing logic held in the heads of the people approving each deal. DealHub AI replaced that with one governed cost and pricing model, quoted from Dynamics 365. Finance now changes prices itself, HQ sees margin before signature, and leadership answers investors from the system.
TLC captures every deal from first quote through campaign outcome in Dynamics 365.
One governed model replaced 14 market-specific templates built on Excel and ERP inputs.
Finance updates pricing configurations directly, down from weeks through IT.
TLC used 14 pricing templates supported by complex Excel models and regional ERP inputs, each one grown organically around the nuances of its own market. The logic that mattered was not in those files. It was held by the finance managers and operations directors who approved deals, and it had never been written down. As the business scaled globally, and with private equity investors asking what share of contracts were multi-year, TLC needed that expertise held as encoded commercial logic rather than carried in someone's memory. The CPQ market did not obviously offer it: the vendors TLC saw were built around bills of materials for manufacturers, not around campaigns run by a digital services business.
Our pricing model is a set of Excel macros that have each grown organically, market by market. What happens to that logic the day the person who built it leaves?
We are private equity backed, and the board wants to know what percentage of our contracts are multi-year. Why does answering that mean someone hunting through spreadsheets?
We often see how a deal was really structured months later, once the campaign is already running. Why are we reviewing the deal at the point we can no longer change it?
We operate the same broad way across fourteen markets, with local nuance everywhere. Why can we not price a campaign the same way in each of them?
| Before | After |
|---|---|
Margin exposure surfaced after contracts were signed and campaigns were already running | Value and risk thresholds fire a formal review in the workflow before a deal can progress |
A flat cost and a flat price, with no record of what made up the number | TLC records the consumer profile, partnership structure and reward mix behind every quote |
Quoting ran outside the CRM, separate from the 1,000+ products managed in Dynamics 365 | Reps build the quote on the Dynamics 365 opportunity and never leave the CRM |
Forecasts ran on rep-driven updates, with no view of whether a proposal was being read | TLC sees which client contacts open a proposal, what they read and where they stop |
Deal history sat across spreadsheets, emails and presentations with no version control | TLC compares a deal's original cost model against the campaign outcome in one record |
“There’s a lot of tribal knowledge that was held in the minds of… finance managers, operations directors… So we worked very closely with the DealHub team to get that tribal knowledge out and into a system, and that was the biggest challenge of the whole project.”
Trushna Ganatra
Head of Business Applications
DealHub AI gave TLC one place to hold the logic behind a price. Previously the cost model that governed every campaign lived with the finance managers and operations directors who approved deals, and it left with them. Now it is encoded once and every market prices from it.
Trushna Ganatra, Head of Business Applications, led the discovery, the implementation and the rollout. David Burns, CTO, was the executive sponsor and identified DealHub AI as the vendor of choice.
Market deal teams sign off to a threshold. Above it, value and risk route the deal automatically to a global deal team of four or five, and every deal is reviewed by a member of the finance team. The CFO, CEO or COO enter only at a certain size.
Kickoff February 2025, live January 2026, then a gradual release across six regions. The length was the point of the project: extracting the cost and pricing model from the people who held it was, in TLC's own words, the biggest challenge of the whole project.
TLC over-indexed on face-to-face sessions with the markets least enthusiastic about the change as well as those driving it, and reported no fundamental objector to the new way of working.
Microsoft Dynamics 365 Sales with bi-directional sync across 1,000+ products, Microsoft Teams and Outlook for approval routing, and the ERP that previously received the Excel pricing imports.
TLC's Business Applications lead ran the project with the sales operations team who had built the original pricing methodology, alongside one solution expert and one customer success manager from DealHub AI. The onboarding finished inside its fixed hours package.
DealHub is ISO 27001, ISO 27701, ISO 22301, and ISO 42001 certified, holds SOC 1 Type II and SOC 2 Type II attestations, and is GDPR and CCPA compliant, alongside additional security, privacy, and compliance frameworks.
Eliminate the
Friction between Quote-to-Revenue
Stay up to date with the latest news and events
