Pricing discipline in B2B
Pricing discipline is less about pricing theory and more about holding stable decisions under commercial pressure.
Pricing drift is usually a decision problem
Pricing issues rarely start with the number on the page. They start when the business cannot hold a stable pricing decision in the face of urgency, discount pressure, and internal disagreement. Over time, that drift trains the market to negotiate and trains the team to compensate with volume and activity.
Signals that pricing discipline is failing
- Discounting becomes the default path to close
- Different sellers quote different prices for the same value
- Pricing is revisited every quarter without a stable decision record
- Revenue exists, but margin and confidence erode
Why this leads to stalled growth
When pricing is unstable, execution becomes unstable. Forecasting becomes unreliable, pipeline quality declines, and leadership absorbs more decision load. The result is stalled growth that looks like a market problem, but is often an execution integrity problem.
Where to go next
If this insight reflects what you are seeing in your business, continue here: Fixing stalled growth. Use the diagnostic view to identify where decision clarity, ownership, and commercial truth are breaking first.