Gartner Research

Successful Pricing for Tech CEOs Requires Triangulation of Cost, Competition and Value

Published: 29 April 2020

ID: G00722584

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

Summary

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

Table Of Contents

Overview

Introduction

Analysis

Gartner Recommended Reading

Note 1 — Triangulation

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