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Value-based Pricing Requires Value-based Innovations | Innovation Excellence

Let me open this short essay with a very direct statement: value-based pricing is not just a pricing strategy. It is a go to market strategy. It is a customer-focused approach that touches segmentation, differentiation, communication and much more.

Why am I making this statement? I have been working with many organizations and their pricing teams over the past few years as they are trying to design and execute value-based pricing strategies. Most of them are full of good intentions but are facing a lot of organizational resistance, strong silos, and roadblocks during the execution phase. At the heart of value-based pricing is a different value mindset that requires a strong alignment between all customer-focus functions: innovation, marketing, pricing, and sales.

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Value-based Pricing Requires Value-based Innovations.

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