What Do Customers Think About Your Prices?

January 02, 2018

Our guest post is written by Joanna Jones, CEO of InterQ Research, a San Francisco based market research company and a Pricing Innovations partner.

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Get Your Pricing Right in 10 Steps

August 01, 2017

Pricing is one of the most powerful levers to transform a good product into a good business. A key set of metrics such as profitability, average revenue per customer, and customer acquisition, lifetime value, and retention is driven by your...

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Higher Margins Mean Stronger Competitive Position

February 27, 2017

Businesses can prevent over-engineering their solutions and capture more of the value that they create when they build their solutions to value-based price points. The value-based approach to product management provides product teams with...

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6 Key Factors to Find the Best Pricing Metric for Your Business

February 14, 2017

A pricing metric represents the unit-of-measure that a buyer uses to estimate the benefits and value of your offering. The right pricing metric aligns your revenue growth with how and how much different types of buyers benefit from your offering. 

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Take Your Pricing Research with a Grain of Salt

February 06, 2017

People do unpredictable and flat-out irrational things – especially when it comes to making purchase decisions. These two tenets of human behavior are often overlooked by product teams when conducting user and buyer research. Customers will pay...

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Cisco’s New Dilemma with the Appdynamics Acquisition: How to Price to Drive Adoption in Small Businesses?

January 28, 2017

Only a few short tech-moments before its debut on Nasdaq, AppDynamics – an application intelligence company, announced that it agreed to an acquisition deal by Cisco for $3.7 billion. Cisco swooped the application performance management (APM)...

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Subscription Businesses Growing 9X Faster Than S&P 500

December 13, 2016

As buyer interests are shifting from goods to services and to experiences, their preferences are also shifting from buying ownership to buying access. Make no mistake, the subscription economy is responding to these trends with full force.

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Why You Can Never “Catch up” with Digitization

August 22, 2016

In the final part of our series, we bring together all the aspects of riding the Third Wave of Digital Transformation and actually making it. Today, we’d like to summarize a few final thoughts to leave you with. We hope that these will guide your...

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You Simply Can’t Agile Your Way into Successful Monetization. Here’s Why.

August 21, 2016

Today, we go back to our original question? How will you create new digital services, experiences, and transformations that customers are willing to pay for, increasingly more? The short answer is we must stop making the technology the focus of...

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6 Reasons Why Even Successful Products Can’t Lead You to Successful Monetization

August 20, 2016

Today, we examine why the product innovation process that most companies use fails 7 out of 10 times, and how we can flip it on its head.

Before we dive in, for those of you who are just joining in the conversation, this is part of a series where...

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The Right Value Metric Drives Monetization Faster Than Acquisition

August 19, 2016

The third alignment that is necessary for successful monetization is aligning your value metric with your offer and pricing structures. Today, we first take a look at how a value metric works and why getting your value metric right is key to...

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The Most Monetizable Way of Segmenting Your Customers: Introducing Value Stacks

August 18, 2016

Today, we look into how different types of customers value offerings differently – thus have different value stacks. Understanding your customers’ value stacks and quantifying their willingness to pay for each stack are key to aligning your offer...

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Why Do 7 out 10 Innovations Fail? Hint: Mind the Gap

August 17, 2016

In part 3 of our series, we look at why 7 out of 10 digital innovations fail to make it in the market, and we reimagine the innovation process for creating digital transformations that actually make it in the market.

Before we dive in, for those...

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From Innovating to Digitize to Innovating to Monetize

August 16, 2016

In this eight-part series, we talk about the Third Wave of Digital Transformation which is already underway. In Part 1, we looked at the driving forces behind this transformation. In Part 2, we introduce a few new ways of thinking about how...

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Pricing & Monetizing the Third Wave of Digital Transformation

August 15, 2016

This is an incredibly exciting time for us all: the third wave of the digital transformation is already underway. Specifically, what we are referring to is the era which follows the desktop Web in the 1990s and mobile in the 2000s.  Over the next...

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4 Lessons from Verizon on Implementing a Price Increase

July 14, 2016

A great example of a company having pricing power is unfolding before our eyes; enter Verizon. In the midst of a discounting battle among the other carriers, last week Verizon announced various price increases for its monthly plans. Despite...

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What's Missing from Most Value Propositions? The Value!

June 29, 2016

Pricing is one of the most powerful tools to communicate the value of your products and services - especially to a marketplace that is not familiar with your offering. Particularly, a quantified value proposition comes in handy when building your...

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Pricing Questions That Get You Nowhere

May 24, 2016

As humans, we idealize our future selves but are more honest about our past outcomes.The reality is people are terrible at predicting what they’ll do. If you take at face value what people say about a choice they will make in the future, you'll...

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Great! You Have a Product but Do You Have a Business?

April 22, 2016

Pricing is about how the exchange of value takes place between your company and your buyers. Therefore, it touches on all aspects of value: 

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People, Their Needs, and Markets Change; So Should Your Pricing

April 11, 2016

Most companies treat pricing as a static piece of the puzzle ; once they determine their pricing and discounting structures, they assume they are set to cruise. In fact, nothing about your buyers, their needs, and your markets are static, why...

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10 Factors That Matter When Serving Price-Sensitive Buyers

March 24, 2016

Pricing is tricky. The choice for your price position not only impacts your market share but it also determines your overall business model, the segments you will serve, and activities you will operationalize in order to acquire the right buyers....

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How IoT Will Disrupt How You Price

March 14, 2016

There’s a lot of hype today about how the Internet of Things (IoT) will impact the way we work, play, and live our lives. One of the less talked about aspects of IoT however, is the powerful way in which it will disrupt how businesses price their...

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5 Most Common Pricing Mistakes #1: Pricing After the Fact

February 29, 2016

“When you’re ready to take your product or service to market, you have to set a price for it.” This is probably one of the most mistaken notions in product management and marketing. In part, thanks to the industrial companies of the last century,...

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6 Main Reasons of Why Customers Leave

February 23, 2016

If your revenue is based on a subscription model, your churn rate is a major indicator of how likely you are to achieve viable long-term growth. If your net churn is above 2% per month, it means that you are losing more than 20% of your revenue...

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The Role of Product Marketing Is Shifting

February 05, 2016

The advent of value-transparency, is shifting the primary responsibility of product marketing. As more organizations adopt buyer-centric approaches in their go-to-market plans. “Value advocacy” is becoming the number one role that most in product...

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4 Elements of a Successful Value Proposition

February 02, 2016

The success of a value proposition hinges on demonstrating the real benefits of a solution. Even when the solution benefits are well quantified, no buyers are willing to pay handsome sums for solutions that are unfamiliar to them. Therefore, it...

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How Do Buyers Perceive Value?

February 01, 2016



Buyer behavior has been a hot topic of research for various behavioral economists. In his 2003 research, behavioral economist Dan Ariely brilliantly uncovered that people are ”Influenced by anchors in their valuations of goods and...

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How to Estimate the Value of Your Differentiated Features?

January 30, 2016

The economic value of a solution can be defined as the total financial value of the benefits provided by an individual feature or combinations of features. Most buyers shape their value perceptions relatively, and they base them on related...

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3 Principles to Quantify the Benefits of a Solution

January 21, 2016

The principles of value-based pricing may help drive your prospects’ willingness to pay to the price level that justifies your solution’s value. The process of benefits estimation can be used for quantifying the value of your offering in relation...

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Sales' New Role in the Era of Buyer-Centric Selling

January 20, 2016

Pricing is one of the most powerful tools to communicate the differentiated value of your offering in relation to the umbrella of other offers and substitutes. However, pricing alone can do very little in terms of closing deals. In the new era of...

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What’s Wrong with Chasing Higher Margins at Premium Price Points?

January 14, 2016

Most sales teams focus their efforts on the highest margin prospects and opportunities. They do so by identifying their most profitable acquisition targets. In most cases, particularly in enterprise sales, studying the distribution of your...

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Is Your Medical Device Priced Right?

January 07, 2016

Most CEOs, product managers, and business development managers would nod their heads when asked if their medical devices are priced right. Then there would be some who would have doubts. And few would have never considered pricing as a strategic...

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Dynamic Pricing of the Fitness Industry Will Be VERY Different Than Hotels and Airlines

January 05, 2016

Dynamic pricing is taking a hold across various industries. One of the most recent examples of its application is in the fitness industry. If your after-work spinning class is too full to get in, as it happens to me too frequently, then you’ll...

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Product vs. Customer Led Innovation

December 07, 2015

The biggest challenge for a new business is not only creating the products and services that people want but also capturing the maximum amount out of the value they have created. Appropriating value first on foremost depends on taking your...

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How to Structure Your Pricing Discussions | Part 1 The Industry Drivers

December 01, 2015

Most managers find pricing “probably the toughest thing there is to do. While companies struggle with the complexities of pricing, they often rely on anecdotal observations to set prices. Sometimes, they even make pricing decisions by...

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3 Steps to Analyze Enterprise Sales Margins

November 23, 2015

As the year-end approaches, many of us in sales spend countless hours with our playbooks to close out a winning year. Unfortunately, the year-end rush sometimes comes at a greater cost than we realize; in most cases the close-out “deals” we...

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Can New Monetization Models Help Control Rising Healthcare Costs?

November 12, 2015

A first-of-its-kind experiment is taking place in the US, in Maryland; some call it even game-changing or disruptive. Maryland is the first state in the US to institute global budgeting system. The five-years long experiment, which began with...

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Your Price Communicates Your Promise

November 03, 2015

Pricing is one of the most powerful tools to communicate the value of your products and services - especially to a marketplace that is not familiar with your offering. Particularly, value-based pricing principles come in handy when building your...

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What Tech Marketers Can Learn from Microsoft Surface’s Steep Prices?

October 30, 2015

Let’s face it, Microsoft’s new Surface gadgets are not “cheap.” Microsoft Surface Pro 4 is listed at $899 while the Surface Book has a hefty price tag of $1,499, and yet the company announced that the Surface Pro 4 is the fastest Surface adopted...

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3 Levers of Business Survival for an Early Stage Company

September 18, 2015

Pricing is key to navigating the pre-profit periods of a start-up. The name "valley of death" refers to “the high probability that a startup firm will die off before a steady stream of revenues is established”. During this period, the initial

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Pricing Fundamentals: Technology Pricing

September 01, 2015

New and hybrid monetization models also proliferated how business price cloud-based services, Platform-as-a-Service (PaaS), and Software-as-a-Service (Saas) solutions. Many of these new models introduced us with not only new technology-enabled...

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Pricing Fundamentals: Value Pricing Services

August 28, 2015

The dial in pricing is one that is all too sensitive; set it too low and you leave money on the table; set it too high and you lose some potentially profitable customers. This is where innovative pricing models come into play: to help you...

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The Case of Penetration Pricing for Early-Stage Companies

August 28, 2015

Your price points are crucial to your long-term success. This is an area to which early stage companies must pay extra attention even when they have abundant initial investment. Particularly, if you're planning to go-to-market with penetration...

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Why Most Managers Find Pricing So Difficult

August 19, 2015

Most managers find pricing “probably the toughest thing there is to do” when it comes to launching new products and services. Whether they are seasoned product owners or experienced marketers, managers struggle with the complexities of pricing....

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Pricing Fundamentals: Value Pricing Products

August 15, 2015

One of the biggest misunderstandings in business today is “once you have a product, then you set a price for it.” Contrary to that belief, in order to win, you must indeed turn that statement on its head and build the differentiated products that...

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