Building a Robust Fact Base for Price Setting
This session focuses on how teams build a defensible pricing fact base by triangulating multiple inputs. It explains why relying on a single research method is risky and how combining cost, market signals, and willingness-to-pay data leads to better pricing decisions.
Key Takeaways:
1. To create a pricing strategy that best aligns with your organization's objectives, it is imperative to develop a robust fact base that includes multiple data points.
2. There are two imperative inputs to consider when setting price levels: (1) costs, and (2) varying measures of willingness-to-pay.
3. Willingness-to-pay can be estimated through multiple techniques, which have varying levels of difficulty, accuracy, and situational aptitude.
For example, conjoint is great for PLG but impossible for B2B Enterprise.
Here are 7 commonly used methodologies for capturing customer willingness-to-pay:
Downloadable Guide to Price Setting Fact Bases.pdf
Recording
Slides
Access the slides here
Slides
Access the slides here
Transcript
Access the transcript here
This session focuses on how teams build a defensible pricing fact base by triangulating multiple inputs. It explains why relying on a single research method is risky and how combining cost, market signals, and willingness-to-pay data leads to better pricing decisions.
Complete the form to access the key takeaways, full session recording, and slide deck.
Once you’ve completed the form, you’ll also unlock our full library of video content, covering topics like usage-based pricing, strategic discounting, price architecture, packaging, monetizing new capabilities, and more. Head to the video content area in Resources to explore them all.
Subscribe to our mailing list
Get pricing insights in your inbox each month, plus occasional marketing emails with relevant content and resources.
