Pricing Research: Key Benefits, Principles, And Objectives

January 1st, 2018

Summary

Many B2B product managers fail to perform pricing research, leading to revenue and profit loss for their organizations. The art and science of pricing research involves leveraging direct buyer experience and data to maximize an offering’s value. Understanding pricing from the buyer’s perspective helps organizations set a fair, achievable price for an offering based on its overall value in the market.

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