Building a Robust Fact Base for Price Setting
This masterclass 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
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Slides
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Transcript
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This masterclass 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.
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