A New Word
As I have been explaining Progency and its outcome-based pricing to potential customers, I realised I needed a single, simple, and memorable word to describe it. My choice: ZeroBase.
The Power of One Word
ZeroBase instantly communicates the fundamental shift from traditional UpFront pricing models to true outcome-based partnerships. Where conventional martech forces customers to pay first and hope for results later, ZeroBase flips this equation entirely: you start at zero cost and only pay from the measurable growth we create together.
The beauty of ZeroBase lies in its immediate clarity. When a prospect asks What’s your pricing? the answer becomes refreshingly simple: ZeroBase—you start at zero and only pay from the growth we generate. No complex pricing tiers, no confusing usage calculations, no upfront risk. Just pure alignment between vendor success and customer success.
Beyond Risk Mitigation
ZeroBase represents more than just risk-free pricing—it’s a confidence statement. By offering ZeroBase terms, we’re literally putting our money where our mouth is. We’re so certain of our ability to drive measurable revenue uplift that we’ll work without payment until we prove our value. This positioning transforms us from cost centre vendors to genuine growth partners.
The model works across our entire technology stack. For email marketing, instead of charging per message sent regardless of outcomes, we can offer ZeroCPM with revenue sharing from conversions. For customer engagement platforms, rather than monthly active user fees, we base compensation on revenue uplift from previously dormant customer segments. For product discovery, instead of API call charges, we earn from measurable conversion improvements.
The Mathematics of ZeroBase
The revenue sources fall into three clear categories: direct revenue sharing from sales we facilitate, performance uplift percentages from growth above agreed baselines, and cost savings shares from operational improvements like reduced churn or support costs. The strongest opportunities emerge from dormant customer reactivation—where attribution is cleanest—and combined plays leveraging our integrated technology stack.
Consider a typical implementation: a brand’s 40% Rest customer segment generating minimal revenue. Under ZeroBase, we reactivate these dormant relationships through AI-powered personalisation and earn 15-20% of the incremental revenue above their previous near-zero baseline. The brand gains substantial new revenue at zero upfront cost; we earn compensation directly tied to proven results.
The Category-Defining Moment
ZeroBase positions us ahead of a major industry transformation. Whilst traditional martech remains trapped in volume-based models—charging for emails sent, users contacted, or features accessed—ZeroBase aligns with the broader shift towards service-as-software and outcome-based business models.
The timing couldn’t be better. CFOs increasingly scrutinise marketing ROI, demanding proof that technology investments generate measurable returns rather than just activity metrics. ZeroBase directly addresses this pressure by making every payment self-justifying—if you’re paying us, it’s because we’ve already proven our value through your P&L statement.
From Vendor to Partner
ZeroBase fundamentally changes the conversation. Instead of selling software capabilities or professional services hours, we’re offering guaranteed business outcomes. Instead of asking customers to trust our promises, we’re demonstrating our confidence through our willingness to work without payment until results materialise. Instead of treating martech as a cost centre, ZeroBase transforms it into a profit centre where growth funds our fees. We win when our customers win.
This isn’t merely pricing innovation—it’s the foundation for an entirely new category of marketing partnership that finally eliminates the waste, misalignment, and uncertainty that has plagued the industry for decades.
