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The three main challenges in B2B pricing - B2B Value Report #3

The three main challenges in B2B pricing - B2B Value Report #3

Ibbaka has surveyed almost 130 pricing experts working in the B2B space to understand the main challenges companies face in their pricing: (i) Ad hoc pricing: prices are set arbitrarily without truly understanding customer value creation, creating a fear of leaving money on the table; (ii) Inadequate execution: a relatively structured approach to price setting, but inadequate execution resulting in discounting and loss of pricing power; (iii) Complex pricing: complexity of product/service offer and pricing, combined with a complex buying processes resulting in customer pushback and inevitable discounting

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