How To Report

Identifying Readiness For A Price Increase: Five Signals To Monitor

July 11th, 2024
With contributors:
Brittany Viola , Shannon Colford , Drew Zalucky


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.