ABSTRACT
Few challenges cause more anxiety for senior executives than the implementation of pricing strategies. Even after investing the time and energy to develop a comprehensive plan addressing price structure, segmentation, value communication, policies and price levels, those leaders often find that much of their organization can be remarkably resistant to changing their behaviors. As one senior executive, we know, remarked: “Given the attention we pour into pricing our products, why do the outcomes seem like a random walk?” This executive is not alone. Our research shows that more than 60 percent of sales and marketing managers are frustrated by their organization’s ability to improve pricing performance over time. And more than 75 percent were unsure what they should be doing to drive more effective execution of the organization’s pricing strategy.
