Making The Move To Value-Based Pricing

July 9th, 2024

With contributors:

Brittany Viola , Amy Hayes , Shannon Colford , Drew Zalucky

Summary

Many B2B organizations fail to consider the value of the offering to their buyers when developing pricing and packaging, often leaving money on the table. A focus on margins can also result in an offering being priced out of the market. B2B organizations can take steps to move from a cost-plus or competitive pricing model toward value-based pricing. To adopt value-based pricing, product managers must understand buyers’ value drivers and take simple steps to configure and price offerings to leverage their value. In this report, we define the benefits of value-based pricing and present recommendations for starting a transition to this approach.

Want to read the full report?

This report is available for individual purchase ($1495).

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.