Gartner Research

Successful Pricing Requires Triangulation of Cost, Competition and Value

Published: 10 February 2020

ID: G00465237

Analyst(s): Ron Burns , Laurie Wurster , John Santoro , Jeff Chamberlain


Failing to balance the three key factors that influence price can inhibit revenue growth, exacerbate profitability issues or miss competitive opportunities. Product managers need to establish pricing levels from a triangulation of product costs, competitor prices and customer business value.

Table Of Contents
  • Key Challenges



  • Improve Pricing Substantiation With a Triangulation of Cost, Competition and Value
  • Determine Pricing Levels Using Three Ranges

Gartner Recommended Reading

©2021 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?

Become a client

Learn how to access this content as a Gartner client.