Gartner Research

3 Ways for Tech CEOs to Increase Pricing Power in an Increasingly Competitive Landscape

Published: 25 February 2019

ID: G00378117

Analyst(s): Eric Hunter

Summary

Pricing power erodes in highly competitive markets. Tech CEOs must leverage a combination of customer experience, value acceleration and vertical differentiation for stronger price positioning and greater profitability in these circumstances.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Method 1: Focus on Customer Experience to Maximize Retention
  • Method 2: Accelerate Customer Value Realization
    • Proof-of-Concept (POC) Engagements
    • Freemium/Free Trial Pricing
  • Method 3: Offer Industry-Specific Packaging Options
  • Conclusion

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.