Revenue Leadership · Oct 2025 · 9 min read
Pricing is not a number — it is a strategy
The biggest unlock in most commercial orgs isn't more pipeline. It's a pricing model that aligns to value, not to cost-plus.
Cost-plus pricing protects margin. Value-led pricing creates compounding willingness to pay. The first feels safe. The second is how category leaders are built.
Three questions to pressure-test your model: (1) What does the buyer save or earn when our product works? (2) Is our price a small fraction of that outcome? (3) Can we explain it in one sentence to a CFO?
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