Earlier this week, Stephanie Leue, former CPO at Doodle, posed a really interesting thought on Linkedin:
B2B pricing can feel like a minefield. Between balancing customer expectations and the value your product offers, getting the price just right can seem impossible. I’ve seen companies try to throw numbers out hoping it sticks, mostly due to the impossible board expectations to always be growing.
In reality, pricing a product requires understanding of the market, audience, and how these align with product positioning. This clarity can help structure pricing to reflect your product’s true value.
In my initial answer to Stephanie’s post, I said:
Too many companies fail at pricing because they don’t do enough to
1. understand their market and what budgets look like for the buyer and decision maker
2. understand market demand is different than market need
3. understand market education vs solution awareness creation
All of these impact sales cycle, pricing tactics, pricing justification, and demand. I’d like to break these points down further.
