A marketing technology (MarTech) company conducted a pricing and packaging diagnostic to better understand discounting levels for its products and buying behaviors of their customer base. Primary findings from the diagnostic were that extreme discounting was occurring for its core product and customers were not buying into the company’s product packages as they were currently structured.
Anecdotally, they were also hearing that their pricing was significantly higher than competitive offerings, and the deals they lost to competitors had been primarily due to price.