What should should you be doing in 2019 to build and activate pricing as a driver of business growth? A combination of new capabilities, market research and decisive action is needed. The outcome can be greatly improved performance.
Primary research for B2B pricing requires a focus on how the offer creates value for different types of prospective customer and how the customers buy. It is important to combine surveys with interviews and to avoid confirmation bias. Direct questions about willingness to pay (WTP) give misleading results.