Enabling Sales To Support Value-Based Pricing

July 11th, 2024

With contributors:

Peter Ostrow , Brittany Viola , Amy Hayes , Shannon Colford , Drew Zalucky

Summary

Forrester’s B2B Sales Survey, 2023 found that sellers’ inability to connect offerings to buyer needs is a top challenge to seller execution and revenue growth. Sales teams that lack knowledge about offering value and are used to selling through discounting may struggle to support value-based pricing if they lack pricing-specific enablement. Once an organization develops value-based pricing structures and price points, it must enable the sales team to support the new pricing, prior to its rollout. In this report, we outline four sets of key actions product, marketing, and sales must undertake to ensure the sales team is ready to support value-based pricing.

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