Chapter 12 Overcoming Real-World Challenges in B2B Digital Pricing Transformation
Lalit Wadhwa
Introduction
When organizations launch their digital transformation journey, a pricing transformation from a cost-based model to a value-based model is generally considered to be low-hanging fruit. Organizations see pricing optimization as an opportunity to generate quick value, both in revenue and margin upside. Most successful B2B case studies show that the margin upside can be between 2 and 4 percentage points, and the realization of this value can be achieved within a few quarters.
Yet despite investing in digital pricing technologies, many organizations find progress to be frustratingly slow or, worse, give up ...
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