ROI Selling Blog

One of my fundamental beliefs is that the strategic marketing team—not sales, finance or operations—should own pricing. The reason is that marketing is best equipped to set the optimal price and maximize an offering's lifetime value.

Last week we discussed how salespeople can overcome objections related to price. Now we want to address how marketing can support sales’ efforts. For marketers, problems with price typically show up in the following ways: You’re hearing too many requests from the sales team for discounts or price exceptions. Your average selling price is falling below your target price. Here are three things marketing can do to keep pricing from becoming a systemic challenge. 1) Help sales secure budget approval. Salespeople often run into trouble near the end of the buying cycle, when they’re trying to secure budget approval from a finance team. Without a solid business case to justify the cost of investing in your offering, the deal can fall apart.