CEOs know the right pricing is critical to company performance. If you’re like most CEOs, you probably spend a lot to time discussing pricing with your team. Yet, time and again, CEOs and their teams get it wrong.
A recent survey shows that most companies are timid when it comes to price increases. But, by shifting policy to optimized pricing, companies can shift the battle to where their strengths lie -- in their ability to deliver unique benefits. All indications are that price optimization is invaluable, and helps prevent a brand from becoming a commodity.
CEOs are often the last defense against unrestrained discounting that degrades margins and destroys value.