How To Report

Identifying Readiness For A Price Increase: Five Signals To Monitor

July 11th, 2024
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributors:
Brittany Viola , Shannon Colford , Drew Zalucky

Summary

B2B product managers often miss or ignore critical signs that it’s time to increase an offering’s price. According to Forrester’s Buyers’ Journey Survey, 2023, buyers reported that price, among other factors, is a primary technical reason they selected the winning vendor for their purchase. When a product provides an increase in value, most buyers are willing to pay more for it. In this report, we describe five signals that indicate product managers should consider a price increase — beyond keeping pace with inflation — as well as a series of questions that they should ask themselves to ensure that they correctly interpret each signal.

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